The Uses and Gratifications Theory

The Uses and Gratifications Theory:

- Need that has to be satisfied

Escapism,entertainment,education,interaction 

Consume media for: 

1. Information 
2. Personal identity 
3. Integration and social interaction 
4. Entertainment
5. Education 
6. Escapism 

INFORMATION 

- find out relevant events 

- seeking advice on practical matters 

- satisfying curiosity and general interest 

- self education 

- gain sense of security through knowledge

PERSONAL IDENTITY 

- finding reinforcement for personal values

- finding models of behaviour 

- Identifying with valued others 

- gaining insight into ones self 

ENTERTAINMENT 

- escapism,or being diverted from problems 

- relaxing 

- filling time 

- emotional release 

-sexual gratification 

INTERGRRATION/ SOCIAL INTERACTION 

- gin insight into circumstances 

- identify with other and gaining belonging 

- finding a basis for conversation and social interaction 

- having a substitute for real-life companionship 

The guardian newspaper 

Inform 

Educate 

Escape 

Entertain 

Sport app 

Educate 

Inform 

News 

Dove advert

Inform 

educate 

Capital radio 

entertainment 

escapism 

inform 

Target Audience-  

- Primary(main aim)    -Secondary   - Tertiary 

GRACE 

Gender- female/male

Race- culture 

Age- age 

Class- money + spending power 

Ethnicity

----- Hobbies

NRS Social grade: 

Psychographic graph: