Uses and Gratification Theory - McQuail

McQuail - Uses and Gratifications is a theory understanding how and why people seek out specific media products to be satisfied. This is a communication theory which focuses on communication within the mass media. This approach assumes that audiences are not passive consumers, rather that they have power over the media and how they consume it. Furthermore this theory suggests that audiences are responsible for consuming media that meets their needs and desires in order to achieve gratification. This theory leads on to suggests that sources of media compete in order to gain viewers gratification.

 

Information

Finding out about relevant events and conditions in immediate surroundings, society and the world.

Seeking advice on practical matter or opinions and decision choices.

Satisfying curiosity and general interest.

Learning; self-education.

Gaining a sense of security through knowledge.

Personal Identity

Finding reinforcement of personal values.

Finding models of behaviour.

Identifying with valued other (in the media).

Gaining in sight into one's self.

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.

Entertainment

Escaping or being diverted from problems.

Relaxing.

Getting intrinsic cultural or aesthetic enjoyment.

Filling time.

Emotional release.

Examples:

Information - 

The song 'Imagine'  was the biggest seller of John Lennon's career. The song was for everyone to imagine a world at peace without the divisiveness and barriers od nationalities, borders and religions  and to consider the possibility that humanity should be living a life unattached to a material of possessions, (live in peace).

At the time this song was released it made it so individuals could find out about relevant events and conditions immediate surrounding, society and the world. The song is still very influential and dues to SLATE (web 2.0) it is able to be viewed at any given time.

Personal identity - 

Individuals can use the internet to find models of behaviour. Barack Obama is the first black American president and his speeches will always be influential. The theory suggests that's consumers will access content again and again in order to find reinforcement of personal values.

 

Integration and Social Interaction -  

One Direction have recently released a new album. This theory suggests that consumers will seek out the album to gain a sense of belonging in order to create social interaction with others. Therefore by seeking out popular media content consumers carry out social roles.

 

 

Entertainment -  

The theory suggests that consumers can actively gain intrinsic cultural or aesthetic enjoyment as the music video 'Wrecking Ball' by Miley Cyrus is not the best regulated music video. Consumers may actively seek this music video out for an entertainment purpose because the video went viral. The main reason the video going viral was the explicitness of Miley Cyrus being fully naked which links to the aesthetic enjoyment.