The Uses and Gratifications Theory

 The Uses and Gratifications Theory

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 relationships)

Personal Identity

• Finding reinforcement for personal values
• Finding models of behaviour
• Identifying with valued others (in the media)
• Gaining insight onto ones self

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 interests 
• Learning; Self-education
• Gaining a sense of security through knowledge

Entertainment

• Escapism, or being diverted from problems
• Relaxing
• Filling time
• Emotional release
• Sexual gratification 

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

Target Audience

-Primary target audience = A specific group of people you are targeting a product towards.

                                           Mass = Majority/Main group of people

-Secondary target audience = Second group of people who would be targeted/gain pleasure from 

                                                a product

-Tertiary target audience = Everyone else. They might not have an interest in the product, but

                                           might buy in/consume it especially if it becomes cheaper

Demographics

Gender

Race

Age

Class (spending power)

Ethnicity