After a binge session of their favorite television show, one often wonders what they derive from the activity. The core reason one cannot stop being on their phone is that it fulfills some needs of that person. The theory discussed today seeks to answer this very question. What do we get out of media consumption? The uses and gratification theory acknowledges the role of individual agency in media use and suggests that people are active in their media consumption rather than simply being passive receivers of media messages.
The uses and gratification theory is a media theory that suggests that people use media to fulfill specific needs and gratify certain desires. According to this theory, people actively find and consume media that serves specific goals or satisfies certain needs rather than passively accepting whatever media is available to them. The Benefits and Purposes Studies that changed their emphasis from what the media do to the public to what the public does with the media gave rise to theory. The "uses" approach assumes that audiences are engaged and willing to consume media and that even the most persuasive mass media material cannot sway a person who has "no need" for it in his or her surroundings.
The people's perceptions, selectivity, and preexisting views, values, and interests all influence how mass media is used. The term "gratification" describes the benefits and satisfaction viewers have after using media; it aids in the explanation of the reasons for and routines associated with media use. According to Davison (1959), many study findings make more sense if communications are seen as a conduit between a person and his surroundings. He contends that the ability of people to create more satisfying relationships between themselves and their environment may be used to explain communication impacts.
The uses and gratification theory suggests that people have different motivations for using media, which can vary from person to person. Some common motivations for using media include the following, which will be expanded on later in the next section.
Entertainment − People may use media for enjoyment and relaxation.
Personal Relationships − People may use media to stay in touch with friends and family or to make new connections.
Information − People may use media to learn about the world and stay informed about current events.
Escapism − People may use media to escape everyday life's stresses.
Personal Identity − People may use media to explore and find a sense of belonging.
Entertainment is a common motivation for consuming media, and people often use media as a way to relax, unwind, and escape from the stresses of everyday life. This can take many forms, such as watching movies, TV shows, streaming services, playing video games, listening to music, or reading books. Entertainment can provide a sense of enjoyment and pleasure and help people de-stress and unwind after a long day.
It can also provide a sense of social connection, as people often share and discuss their favorite forms of entertainment with others. In addition to providing enjoyment and relaxation, entertainment can also be a source of inspiration, creativity, and personal growth. For example, people may watch educational documentaries or read non-fiction books to learn new things and expand their knowledge and understanding of the world.
In the age of social media, it is easy to recognize media as a channel to form and maintain personal relationships. Social media platforms, in particular, have made it easier than ever to stay connected with others, regardless of physical distance. People can use social media to share updates, photos, and messages with friends and family and to keep up with the latest happenings in the lives of those they care about. Media is crucial to creating a sense of belongingness and community with others. This can also be done vicariously or indirectly by collectively consuming a piece of media like a movie or a television show.
Being informed is a common motivator for media consumption, as people often use media to stay current on current events and learn about the world around them. This can take many forms, such as reading the news, watching TV programs, listening to podcasts, or following news websites and social media accounts. People are naturally curious about the world, and media provides a way to satisfy this curiosity and learn about what is happening. In addition to staying informed about current events, people may also use media to learn about specific topics that interest them, such as science, technology, politics, or the arts. Being informed is also an important aspect of personal and professional development, as staying up to date on current events and developments in one's field helps keep skills and knowledge relevant and current.
Escapism is escaping reality or everyday life through various means, such as entertainment, hobbies, or other activities. In the media context, escapism refers to media use to escape reality and everyday stresses. Media provides a variety of ways for people to escape from reality through various forms of entertainment. One of the main reasons that people seek out media for escapism is to alleviate stress and anxiety.
In today's fast-paced and often stressful world, finding ways to relax and de-stress can be challenging. Media provides an easy and accessible way to escape everyday life's pressures and find a sense of relaxation and enjoyment. In addition to providing a way to relax and de-stress, media can also provide an escape from boredom or monotony. For example, people may watch TV shows or movies to pass the time or find something new and interesting to engage with.
Finding a personal identity is a fundamental aspect of human development, and the media can play an important role in this process. Media provides a wide range of information and perspectives, and people can use this information to explore their identity and find a sense of belonging. One way that media can help people find a personal identity is through representation. Seeing people who look and feel like themselves can be affirming and help people to feel a sense of identification.
For example, seeing characters on TV or in movies with similar experiences or backgrounds can help people feel less alone and more understood. In addition to representation, media can also provide a way for people to explore different aspects of their identity and to find their voice. For example, people may read books or watch movies exploring different themes or ideas, which can help them better understand their beliefs and values.
This limited effect hypothesizes that audiences are not passive and that media are not infallible. Media's impact is constrained by what viewers let it be. Therefore, what matters is not what the media do to the audiences but rather what the audiences do with the media and why. Audiences search for content that satisfies various requirements, including knowledge, entertainment, camaraderie, and escape. Real-time socialization is declining as people become more tech-friendly, yet media has become more significant in people's lives.
This limited effect hypothesizes that audiences are not passive and that media are not infallible. Media's impact is constrained by what viewers let it be. Therefore, what matters is not what the media do to the audiences but rather what the audiences do with the media and why. Audiences search for content that satisfies various requirements, including knowledge, entertainment, camaraderie, and escape. Real-time socialization is declining as people become more tech-friendly, yet media has become more significant in people's lives.
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