1. Active Audiences
Uses and Gratifications theory

2. Uses and Gratifications 1974
 Assumes an ACTIVE audience
 Asks “WHY DO PEOPLE WATCH TV?”
 Or “WHAT DO PEOPLE DO WITH THE
MEDIA?”
 Focuses on the ways audiences can
benefit from a media text not its content

3. Uses and Gratifications 1974
 Gratification can come from;
 Content of a programme
 Familiarity with a genre (Soap Operas)
 General exposure to the media
 Social context (how we watch it with
family, friends etc)

4. Uses and Gratifications 1974
 People’s NEEDS influence how they use
and respond to the media
 Task - if you were bored what sort of
programme would you choose to watch?
 Task - if you were “stressed-out” what sort
of programme would you choose?

5. Uses and Gratifications 1974
 The same programme may gratify different
needs in different people
 Audience needs depend on ALL aspects
of our background, personality and
situation.

6. Uses and Gratifications 1974
 Blumler and Katz identified FOUR reasons for
using a media text.
1. Diversion - escape from everyday issues
2. Personal relationships - using the media for
interaction e.g. substituting family for soap
operas
3. Personal identity - learn behavior and values
from texts. Identify with characters.
4. Surveillance - useful information e.g. weather
reports, news etc

7. Uses and Gratifications 1974
RIDS
Relationships
Identity
Diversion
Surveillance

8. CASE STUDY
Lifestyle Magazines
 Lifestyle magazines offer a range of uses and
gratifications for the reader, not only advice but also a
sense of identity and possibly companionship and
reassurance. They appear to share with their readers
the problems and issues of other similar people who
have also read the magazine. The magazines also
appear to offer guidance and instructions of how to
live a particular lifestyle as well as entertainment and
escapism. The magazines also offer aspiration
(ambition) in relationships, careers, material
possessions and looks
 (Adapted from Media Studies By Kruger et al 2001)