The Uses and Gratifications Theory

- The uses and gratifications theory assumes audiences actively seek out media to satisfy individual needs.
Eg. The uses and gratification for snapchat:
- interaction
- escapism
- education


What do people do with the media?
- they use it when bored, for entertainment
- use it to interact
- escapism
- for information

What are their underlying motives for using said media?
- information
- personal identity
- integration and social interaction
- entertainment
- education
- escapism


Information
- finding out relevant events
- seeking advice
- satisfying curiosity
- general interest
- self education
- gaining a 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


Enterainment
- escapism
- relax
- filling time
- emotional release
- sexual gratification


Integration and Social Interaction
- gaining insight into circumstances of others
- identifying with others and gaining a sense of belonging
- finding a basis for conversation
- having a substitute for real life companionship


Sports app
- educate
- inform
- news

Family guy
- entertain
- escapism

Call of duty
- entertainment
- social interaction