2. What is the uses and gratification theory?
The uses and gratification theory got published in 1974 by
researchers Blulmer and Katz, the theory states why do people
use the media and what do they use it for, rather than what does
the media does to people. They stated that individuals might
choose and use the media for one of the following purposes:
Information
Personal identity
Integration and Social Interaction
Entertainment
Since then, the list of Uses and Gratifications has increased, as
new media forms have come along (e.g video games, the
internet), therefore people have more reasons to use media.
3. 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
4. Personal identity
Finding reinforcement for personal values
Finding models of behaviour
Identifying with valued other (in the media)
Gaining insight into one's self
5. 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
6. Entertainment
Escaping, or being diverted, from problems
Relaxing
Getting intrinsic cultural or aesthetic enjoyment
Filling time
Emotional release
Sexual arousal
