Blumler & Katz
2/17/2013
Audience Theory: Focus = Uses & Gratifications Suggests audiences are active viewers and use the media in various ways to get some kind of gratification that will depend on the viewer. The same TV programme may gratify different needs for different individuals.
Different needs are associated with individual personalities, stages of maturation, backgrounds and social roles. Put simply this means that audiences choose to watch programmes that make them feel good (gratifications) e.g. soaps and sitcoms, or that give them information that they can use (uses) e.g. news or information about new products or the world about them. Blumier and Katz (1975) went into greater detail and identified four main uses: 1 Surveillance – our need to know what is going on in the world. This relates to Maslow’s need for security. By keeping up to date with news about local and international events we feel we have the knowledge to avoid or deal with dangers. 2 Personal relationships – our need for to interact with other people. This is provided by forming virtual relationships with characters in soaps, films and all kinds of drama, and other programmes and other media texts. 3 Personal identity – our need to define our identity and sense of self. Part of our sense of self is informed by making judgements about all sorts of people and things. This is also true of judgements we make about TV and film characters, and celebrities. Our choice of music, the shows we watch, the stars we like can be an expression of our identities. One aspect of this type of gratification is known as value reinforcement. This is where we choose television programmes or newspapers that have similar beliefs to those we hold. 4 Diversion – the need for escape, entertainment and relaxation. All types of television programmes can be ‘used’ to wind down and offer diversion, as well as satisfying some of the other needs at the same time. Comments are closed.
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