The Uses and Gratification Theory

Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media

to satisfy specific needs. UGT is an audience-centered approach to

understanding mass communication. Diverging from other media effect

theories that question "what does media do to people?", UGT focuses on "what do

people do with media?"

In simplistic terms, Bulmer and Katz say that UaGTsuggests that we choose certain types of media to satisfy our needs, to gratify them.

We, as audience members, take an active part in the communication process and are goal oriented in their media use, and theorists say we do this to best fulfil our own needs as users, and we have alternative choices to satisfy these needs.

• Information

• Personal Identity

• Integration and social interaction

• Entertainment

Information

• Finding out about relevant events and conditions in society and around the world.

• Seeking advice on practical matters or opinion and decision choices

• Satisfying curiosity and general interest

• Learning; self-education

• Gaining a sense of security through knowledge

Personal Identity

• Finding reinforcement for personal values

• Finding models of behaviour

• Identifying with valued other (in the media)

• Gaining insight into one’s self

Integration and Social Interaction

• Gaining insight into circumstances of others; social empathy

• Identifying with others and gaining a sense of belonging

• Finding a basis for conversation and social interaction

• Having a substitute for a real-life companionship

• Helping to carry out social roles

• Enabling one to connect with family, friends and society

Entertainment

• Escaping, or being diverted from problems

• Relaxing

• Getting intrinsic, cultural or aesthetic enjoyment

• Filling time

• Emotional release

• Sexual arousal