Its is an active audience theory that focuses on 'what people do with the media' rather than what the media does to people.
The uses and gratification theory is split into four main groups called;
Cognitive needs:
Affective needs:
Personal integrative needs:
Social integrative needs:
Tension free needs:
Laswell (1948) suggested that media texts had the following functions for individuals and society:
1- Surveillance (whats going on in the world)
2- Correlation (two things that match (relationship)
3- Entertainment (making the audience laugh and entertained)
4- Cultural transmission (messages and values going from different cultures)
Bulmer and Katz (1974) stated that individuals might choose and use a text. They said that there are other forms of why people watch short films:
Diversion (escape from everyday problems)
Personal relationships (for emotion and other interaction)
Personal identity (finding yourself reflected in texts, learning behaviour and values from texts)
Surveillance (information which found be useful for living)
People use media for acquiring knowledge, information etc. Different people have different media needs these could be knowledge so they will watch quiz programmes on Tv, or search engines to find out information. Particularly for the internet search engine they can browse for nay topic under the run with no time restriction.
It includes all kinds of emotions, pleasure and other moods of people. People use media like television to satisfy their emotional needs.
'this is the self-esteem need. People use media to reassure their status, gain credibility and stabilise. So people watch Tv and assure themselves that they have a status in society for example people get to improve their status by watching media advertisements which can make people buy these products, so poeple are changing their lifestyle and the media helps them do so.It encompasses the need to socialize with family, friends and relations in the society. People now use social networking sites to satisfy their needs. Another example is if your friend is watching a programme then you watch it so you have topics to discuss.People sometime use the media as a means of escapism and to relieve from tension. For example people ted to relax watching Tv, listening to radio and for satisfying their need for entertainment there by relaxing from all the tension, people watch films.
Short film, film poster and review page
Surveillance- My short film does not use surveillance as it does not inform the audience of what is happening in the world at that particular moment in time. However I have tried to put a bit more information of my short film in my review page and this could perhaps allow them an insight into more detail about the short film and could inform the audience of what is happening during it. Adding a bit more information makes it easier for the audience to gain a bit more knowledge of the topic and how it relates to the world at that point in time.
Correlation- My short film could have a relationship with the audience as some people could be going through a lot of pain when a loved one has passed away, however the unrealistic nature of them visually looking over you could not be true. I have tried to make the short film relatable as it then makes it more appealing and engaging for the audience. Cultural transmission- My short film and review page does not follow the uses and gratification of cultural transmission as it is not a documentary and does not show any values from different cultures. It could show how various people grieve however this is not a specific message to the audience.
Entertainment- My short film is engaging however I wouldn't say that it is entertaining in a way that makes the audience laugh and be happy as it can possibly be emotional.
Diversion- It does not follow the diversion of uses and gratification as people are not really escaping from every day life unless people are watching the short film to escape problems of their real life.
Personal relationships- This is one thing that my short film does follow as there is defiantly some emotion in which the audience could possibly be involved with. My audience creates a relationship with the protagonist as they are she is addressing everything to the audience.
Personal identity- I doubt that my audience would find them selves when watching this text however they could identify with the character.
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