Uses and Gratifications

Uses and gratifications is an approach to understanding why people seek media texts for specific satisfactions and needs, meaning it is an audience focused approach to understanding mass communication.

Generally, it is suggested that the uses and gratifications theory has to fulfill one of the the following when we choose a form of media:

•  Identify - this refers to the ability to recognise the product or person in front of you. These can be   role models which stand for the same values or aspirations to be like them.
• Educate - Being able to acquire information, knowledge and understanding. 
• Entertain - What you are consuming should provide enjoyment. This also includes some form of escapism which enables us to forget worries or stresses of everyday life. 
• Social Interaction - The ability for media texts to able for conversation topics between a group of people and can speak debates.