Uses And Gratification Theory
Definition: An
audience-centred approach to the study of Media effects.
Social Backgrounds and Psychological disposition influence
general habits of media use and the expectations about the benefits offered by
the media. These in turn form particular choices of media e.g. what programme
to watch on television. Assessments of the benefits from those choices then
follow, and those benefits may be applied in other areas of the audience
members life.
Source: Media & Film Studies Handbook by
Vivienne Clark, Peter Jones, Bill Malyszko and David Wharton; Published in
2007.
This theory emerged in the 1950’s in the book by “Arthur Asa
Berger” called “Media Analysis Techniques” where he said as audience how we may
react to media such as: To be amused, To experience the beautiful and to find
distraction and diversion etc.
Source: Advanced
Studies in Media – Joe Nicholas, John Price; Published in 1998.]
Bulmer and Katz do not take a prescriptive and predictive
perspective on media effects. As they believe that the individual will be
attracted to Media which aims at their personal needs and goals e.g. social
background, likes, dislikes etc.
Source: http://matei.org/url/4d
In 1974 Bulmer and Katz decide to expand previous theories
by Lasswell who said audiences where made up of individuals who actively consume
Media texts for different reasons and in different ways and Berger to say that
as well as media texts following functions of; Surveillance, Correlation,
entertainment and cultural transmission like Lasswell had said in 1948. The two
theorists added that individuals may choose a text or more modern day devices
such as a television series due to the need for a diversion, to get away from
personal relationships, to help find your own self in reflective texts and television series and
for surveillance e.g. new reports, weather, financial etc.
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