USES & GRATIFICATIONS THEORY
WHAT IS IT?
The uses and gratifications theory was introduced by Katz & Blumler in the early 1940’s, to understand why people choose to consume various types of media. Research of this theory has evolved to explain and understand why people use certain types of media, their needs/motivations behind using them, and what gratifications they get from using them. There are a few assumptions in the uses and gratifications theory, first assumption is that the audience are active media members and choose the preferred media content they consume. The second assumption is that media users or consumers are aware of the reasons that they choose a particular media source. The third assumption is that only audience members can evaluate the value of media content and the gratifications they get from media usage.
WHY IS IT IMPORTANT?
The uses and gratifications theory is important because it explains why audiences choose to consume certain media. Audience members aren’t just choosing to listen to the radio or turn on the TV for no reason and the uses and gratifications theory explains how audience chooses media based on their needs/motivations/wants and gratifications.
THE IMPORTANCE OF NEEDS
It is important to understand the needs (of active audience members/consumers like yourself) in the uses and gratifications theory. The needs include the following;
• Cognitive needs/Surveillance - Using media to gain information or facts. The need to gain information.
• Affective needs - Using media to relate to pleasure and emotional needs, like satisfaction.
• Personal identity/interactive needs - Using media platforms to fulfill the need for self-esteem, self-confidence, integrity, and social status.
• Social interaction and integration needs (Personal Relationships) - Using media platforms to fulfill their desire for affiliation or engaging with people, friends, family, etc.
• Diversion or Tension release needs (Escapism) - Using a particular media to escape a specific situation or take their mind off issues that could bother them.
Real World Example of U&G Theory…
Jane is an active audience member who loves fashion and styling, so she chooses to browse the internet and watch TV. Jane is motivated by her cognitive, identity, and interactive needs so she watches fashion shows on TV and learns about the newest fashion, follows multiple fashionistas on TikTok to interact and get inspo, and shares her fits on Instagram to show off her style. She gets gratification from her media usage (TV, Internet/Social Media) so she continues to use these forms of media.
This Project was made by Jeané R. Tuitavuki
Citation: Kasirye, F. (2022). The importance of needs in uses and gratifications theory.
Oliver, M. B., Raney, A. A., & Bryant, J. (2019). Media Effects: Advances in Theory and Research, 4th Edition (Fourth edition). Routledge. https://doi.org/10.4324/9780429491146