Uses and Gratification Theory
During the 1960s it was clear that audiences made choices towards when and how they consumed media texts. Audiences were made up of individuals who actively consumed texts for a variety of reasons and all in different ways.
Blumer and Katz (1974)
They suggested possible reasons to why audience members might consume a media text:
- Diversion - escape from everyday problems and routine
- Personal Relationships - using the media for emotional and other interaction
- Personal Identity - constructing their own identity from characters in media texts, and learning behaviour and values
- Surveillance - information gathering such as educational programmes
Denis McQuail (1935-present)
McQuail suggests a more detailed breakdown of audience motivation:
- Information - finding more out about relevant events and conditions or seeking advice because of general interest
- Learning - self education in order to gain knowledge from the programme that is being watched
- Personal Identity - finding reinforcement for personal values and finding models of behaviour to gain an insight into oneself
- Integration and social interaction - allows a connection between people (family, friends and society) to help gain an insight into circumstances of others
- Entertainment - helps to relax the audience and divert away from life problems. It could also fill time as well as gain intrinsic cultural or aesthetic enjoyment.
Richard Kilborn
A major focus for research into why and how people watch TV has been the genre of soap opera. Richard Kilborn suggests reasons for watching soaps:
- a regular routine or reward for work
- social and personal interaction
- fulfilling individuals needs (escaping loneliness)
- identification with characters
- focus on topical, moral and social issues
- appreciation of genre conventions
A more recent model argues that the power lies with the individual who selects media texts to suit their personal needs.
Criticisms of uses and gratification theory
It can be hard to explain why we like something. TV viewing can be an end in itself so it could simply be what the viewer wants to do. We also choose the media that we want to consume from what's available. However, if a sexist advert comes up on TV, the consumer has no control over the adverts shown on the channel meaning that the idea of uses and gratifications is undermined.