The Uses and Gratifications theory (U&G) is widely renowned as the turnaround theory; it doesn't challenge the claims of other theories, it focuses on an area of the media that no other had done before. Where most media theories focus on 'media effects' or what media does to people, the U&G theory outlines what people do with media. The gratifications side of the theory also covers the older side of theories as gratification involves the positive effects of media on people and therefore covers earlier areas.
Originally conceptualised in 1940, the U&G theory was not popularised until 1974 when Blumler and Katz wrote about the individual needs of audience socially and psychologically. Despite this, however, the lesser known theorist, Denis McQuail detailed the four categories all audiences fall within when they consume media and what they, therefore, do with this media, which is the most famous form of the U&G theory. Below are the four categories and their criteria:
Information
- News on events globally and locally
- Opinions or popular advice
- Teaching skills or knowledge
- Finding similar views to their own
- Evaluating own views
- Identifying whether another's views are like their own
- Social news for empathy
- Identifying with others (extension of identifying one's self)
- Finding conversation subjects
- Substitute for real-life similar views
- Allows for relating with family and friends.
- Escapism and immersing one's self
- Relaxation
- Confirmation of cultural views (similar to identity, but giving enjoyment due to this)
- Time wasting
- Evoke sexual arousal or emotion
The Uses and Gratifications must be taken into consideration when creating Media texts as the producer must have a plan for their audiences uses. The most effective of these is to create a text which attains a majority of audience members in the integration and social interaction category as these criteria involved 'integration' with others in 'society'. The more people an audience member interacts with concerning the test, therefore, the more views and fans a video will receive. This can be done by involvement of common events which are likely to evoke discussion or a great level of narrative which will gain an audience that wants to share the text with others. A great example of this is the way TV Show producers use cliff hangers from episode to episode; along with social media, audience members choose to discuss the excitement and anticipation with some who are yet to watch, but likely to do so.
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