Uses and Gratification

Theory
AND ITS APPLICATION TO OUR PRODUCTION

What does it mean?

The Uses and Gratification Theory refers to an approach to understanding
how and why audiences seek out specific media texts to satisfy specific
needs, as opposed to understanding that media texts have on its audiences.
It works upon the assumption that audiences have the power to choose
media texts that will satisfy a need that they have, be it entertainment or
education. This theory was first brought to attention by Herta Herzog in
1944, who conducted experiments by applying the theory to a group of soap
opera watchers. Since then, the theory has been revised and further research
has been contributed by the likes of Blumler and Katz, causing a shift in the
opinions on who holds the power; in this case, the media consumers.

A breakdown of the theory

There are many areas of focus when determining why media consumers choose
specific texts. Some of these areas include:

Diversion/Escapism Escape from routine and problems; an emotional release

Personal relationships Social utility of information in conversation: substitution

of media for companionship

Personal Identity/Individual Psychology Value reinforcement or reassurance;

self-understanding, reality exploration

Surveillance Information about factors which might affect one or will help one
do or accomplish something

Further reading - https://en.wikipedia.org/wiki/Uses_and_gratifications_theory#History

Applying the theory

The following graph gives an outline of the different areas of this theory that can be
applied to our film, and the specific reasons that media consumers may have for
watching our film.