Uses and Gratification- personal media

 

The uses and gratification theory:


Assumes audiences actively seek out media to satisfy individual needs


why/how do we consume media?

  • Personal identity
  • Information
  • Entertainment
  • Social interaction (personal interaction)
Personal identity

  • Finding reinforcement of personal values
  • Finding models of behaviour (e.g. hate speech)
  • Identifying with valued others
  • Gaining insight into one's self

Information

  • finding out about relevant events and conditions in many circumstances
  • seeking advice on practical matters or opinion and decision choices
  • satisfying curiosity and general interest
  • learning; self education
  • gaining a sense of security through knowledge

Entertainment

  • escapism, or being diverted from problems
  • relaxing
  • filling time
  • emotional release

Social Interaction and integration

  • gaining insight into circumstances of others; social empathy
  • identifying with others and gaining a sense of belonging
  • finding a basis for conversation and social interaction
  • having a substitute for real-life companionship
  • helping to carry out social roles

Uses and gratifications 

Personal media consumption 

Type of media product 

Personal identity 

podcasts on bettering one's self

podcasts on spotify

Information 

pop up news reports

Apple News on phone

Entertainment  

Variety of films and series, tik tok videos

Netflix, tiktok

Social Interaction 

messaging on snapchat and facetiming

snapchat, facetime

 





















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