In 1974 two theorists, Blumler and Katz developed the 'Uses and Gratifications' Theory. The basic theme of 'Uses and Gratifications' is the idea that people use the media in order to fulfill specific gratifications. This theory is an opposition to the 'Hypodermic Needle Theory', which claims that the audience has no control over how the media influences them. However, 'Uses and Gratifications' argues that people are not just helpless victims, but they use the media to fulfill their own needs. These needs serve as motivations for using media in the first place.
The theory suggests that audiences USE media texts for various reasons...
DIVERSION - To escape from everyday life.
PERSONAL RELATIONSHIPS - Use the media text for emotional and other interaction, e.g. substituting soap operas for family life.
PERSONAL IDENTITY - Create their own identity from characters/celebrities in media text, and learning behaviour and values.
SURVEILLANCE - To gain information and knowledge.
ENTERTAINMENT - As a means of relaxation, enjoyment and emotional release. Purely for the 'fun' of the experience.
No comments:
Post a Comment