Uses and gratification
Originally 'needs and gratification
'
This is unusual approach to the effect of the mass media content. It is not interested in how media content affect people
'. Rather it focuses on why
a person uses the media.
Assumptions
People's 'active
' use of media content in order to fulfill needs and goals. Media use is active and goal driven based on individuals needs.
People make 'choice
' on media content.
Media outlets compete with other available means of satisfying peronal needs. There are many ways to fulfill individual needs - not just mass media. Watching a sitcom (mass media); watching a movie; taking a run in the park; going for a walk; practicing yoga; soaking in a warm bath; etc.
People's uses
Gratification | Examples |
Entertainment | |
Information |
Seeking advice about practical materials, like how to cook a turkey (Food TV)
Finding out the weather so you know what to wear to work
|
Personal Identity | |
Personal relationships
and social interaction |
Listening to the Sports Radio Network on your drive to work so you can talk about it with your coworkers
Watching Survivor every week to bond with your family
Watching special a football match between the Korean team and one from another country
|
Or other examples (source)
Information
finding out about relevant events and conditions in immediate surroundings, society and the world
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
Personal Identity
finding reinforcement for personal values
finding models of behaviour
identifying with valued other (in the media)
gaining insight into one's self
Integration and Social Interaction
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
enabling one to connect with family, friends and society
Entertainment
escaping, or being diverted, from problems
relaxing
getting intrinsic cultural or aesthetic enjoyment
filling time
emotional release
sexual arousal
Watching TV Quiz Programmes
McQuail, Blumler and Brown (1972) offered the following summary of clusters of 'uses' that people made of TV quizzes:
Gratifications of TV Quiz Shows: Selected Responses
Self-Rating Appeal
I can compare myself with the experts
I like to imagine that I am on the programme and doing well
I feel pleased that the side I favour has actually won
I am reminded of when I was in school
I laugh at the contestants? mistakes
Basis for Social Interaction
I look forward to talking about it with others
I like competing with other people watching with me
I like working together with the family on the answers
The children get a lot out of it
It brings the family together sharing the same interest
It is a topic of conversation afterwards
Excitement Appeal
I like the excitement of a close finish
I like to forget my worries for a while
I like trying to guess the winner
Having got the answer right I feel really good
I get involved in the competition
Educational Appeal
I find I know more than I thought
I find I have improved myself
I feel respect for the people on the programme
I think over some of the questions afterwards
It?s educational
(McQuail, Blumler & Brown 1972)
Criticism
TV = a lean-backward medium.
The program that one watched last night: one missed about 1/3 of the program.
People mindlessly watch TV while doing other things.