The Uses & Gratifications Theory

What is it?
This theory was devised by Blumler and Katz. It stated that the audience is active and describes the effects of the media from the audiences' point of view.

It asks why we watch certain tv programmes, why we read certain newspapers and tabloid magazines such as OK magazine or music magazines such as Kerrang. (A magazine which members of my target audience tend to read, especially as this magazine is of the rock genre).

The audiences' needs have social and psychological origins which create expectations about the mass media.

This leads to different patterns of exposure to the media, this results in gratification of the audience's needs and in other consequences.

This theory is relevant to my own work as it shows the reasons why my target audience might watch music videos or choose to listen to certain music. In this case, pop punk and metalcore music.

The Model
The model shows that individuals are motivated by a desire to fulfil or gratify certain needs.
The model asks how we use the mass media.
It states that we have four different needs.

• SURVEILLANCE
• PERSONAL IDENTITY
• PERSONAL RELATIONSHIPS
• DIVERSION

Surveillance
People like to know what is going on in the world around us, they like to have awareness and they use the mass media to be more aware of the world. This gratifies the desire for knowledge and security. We can relate to the dominant messages of conforming via the dominant ideologies give in the media texts such as music videos. For example, Green Day's music video 'Wake Me Up When September Ends' allows the audience to become aware of an important issues that is going on today, which is war. It shows the relationship between a couple and the effect of this important topic when the male character chooses to go fight in the war. Therefore, this is relevant to my own work as my music video shows the important issue of terminal illness and what some individuals are going through today.


 


Personal Identity
Being a subject of the media allows us to reaffirm the identity of ourselves within society. The media can be used for forming personal identity and can be seen in music videos. For example, rock stars become role models who inspire young adults all over the world. This is why there's a huge outcry when one of them does something which is unexpected of them.

Personal Relationships
We can form a relationship with the media and use the media to form a relationship with other people. Many people us tv as companionship as individuals can relate to the storylines and experiences portrayed in the programme. If we watch the TV on a regular basis we become close to the characters. Furthermore, when experiences of fictional characters are portayed in music videos, they allow us to form a relationship with these characters for a short amount of time and relate to them which is why many people watch music videos. For example, Ian Watkins, the lead singer of Lostprophets (a rock band), has pleaded guilty to a number of sex offences. As many young adults saw him as a role model before this was revealed, there has been a massive public outcry in response.

Using the media within the relationships
We use the media to as a foundation to form and build relationships with real people. For example, having a favourite band in common, (A Day to Remember) allows individuals to begin a conversation. This could consist of their latest activity, new single or album or a new music video.