Uses and gratification theory

Uses and gratification theory.

It is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion- http://en.wikipedia.org/wiki/Uses_and_gratifications_theory

• Preferred/Dominant reading - The writer/producer's main aim, the viewer will enjoy it and it will fit their age group, gender or the target audience.
• Negotiated - The audience will consider viewing the media form, but perhaps reluctantly.
• Oppositional - The audience will refuse to watch the media form

I applied this theory to my personal life:

Entertainment(Excapism, relaxing,fill time, emotional release):

Next top model/Jonathon Ross show- I like these shows because it's easy viewing, I don't have to sit there and figure out the plot etc. 

Information (Social or psycological needs of the individual):

House- Why I like House- It's a medical drama, which I just find really interesting. I find Hugh Laurie very attractive, so it gives a physical and mental attraction to the TV programme. It makes me think a lot as in each episode a lot of enigma codes are sent out to the audience and often you are left on a suspenseful ending which will draw you into the next episode and it subtly teaches morals and work ethics. I think that although it is still easy viewing opposed to documentaries it still feeds into the audience information which I think is very effective. I don't think that it's meant to be aimed at me, I feel as though it's aimed more at the older generation as in the TV series they deal with a lot of issues that possibly would draw you in more if you'd of been through them yourself but I just came across it a while ago and just found it amusing as the jokes within it suit my idea of comedy.

Interagation/social interaction (gratification from the content/media itself [specific genre,social content]):

X-Factor- I don't really like it as a show and I believe that the majority people on it do just go on it for the money so in some aspects I really dislike it, but, in the opening weeks it gives everyone an excuse to laugh at the bad acts and this means that people talk about it and communicate through texts or talk about it the next day. For me personally it's all over my Facebook news feed, all over my twitter and my mum forces me to watch it with the family. I think it's one of them shows that is a key way for a lot of people of any age group to interact. 

Personal Identitity:

Missing Andy/ The King Blues.- I really like these bands as I think they appeal to my age group and also the working class. They both sing about different political issues which I think is very interesting and it's something that I really connect with. 


An example that fits into a few of these categories for me is the singer Bruce Springsteen. 
I have grown up with the music due to my father drumming it into me as good music to listen to, listening to his music has taught me a lot of morals, and political thoughts of the working class background which is a category I personally fit into (Personal identity). 
Listening to Bruce has allowed me to talk about him and his new songs and old stuff with my father. I have also found something in common with a lot of strangers by just listening to this artist so has allowed me to gain social interaction. His music is very catchy and also a lot of it I use for relaxation so it gives me something to use for escapism too- Entertainment. Although I don't think that this artist is aimed at my gender or age group, I do believe that his music is aimed at the working class people, so by just slotting into one category I have really enjoyed his work. 

Looking at Springsteen as an example it has really made me think as to why people will want to watch my film and how I can capture certain people just by the trailer.