Uses and Gratifications Theory

The Uses and Gratifications Theory asks why people use use media, and specifically, different types of media. This is useful when aiming your product at different audiences, because if we can better understand why somebody might consume a media text, we can better aim our own new texts at certain audiences.

The theory was conceived in the 1960s, and was developed further in 1794 by Blumler & Katz, who outlined some possible reasons why somebody might consume a text, and these are:

• Diversion from everyday problems
• Personal relationships and emotional interactions (soap operas are a good example of this)
• Personal identity and constructing an identity through emulating behaviours, values and beliefs of characters
• Surveillance, or gathering information via informational programs such as the news and holiday programs.

In terms of newspapers, the uses and gratifications theory is relevant because people are interested in being 'nosey' in society, keeping an eye on events around the world, and in their own communities, and wanting to be up to date. This sells newspapers every day, and is an integral part of the news industry as a whole.

Denis McQuail expanded on the idea further, by putting forward an even more detailed breakdown on audience motives;

• Information
• Finding out relevant events and conditions in immediate surroundings and the world (this suggests, like Blumler and Katz, that people are interested in what is happening around them),
• Seeking advice, as in informational texts like brochures,
• Satisfying curiosity,
• Learning (documentaries are a good example of this),
• Gaining a sense of security through knowledge.

The sense of security which is mentioned is important when selling newspapers, because people think that if they read information from the newspaper they trust, they can feel safer in the knowledge they have gained; another important part in selling newspapers and the longevity of the printed news and its audience over time. 

• Personal Identity
• Finding reinforcement for personal values, such as seeing celebrities and newspapers meet your beliefs to create a bond between the consumer and the media itself,
• Finding models of behaviour, such as subcultural, religious and political trends being emulated by consumers, and creating your own identity from this.
• Identifying with people like celebrities, like David Beckham, who an audience may look up to, and make them feel like they can associate themselves with them,
• Gaining insight into oneself.

In terms of newspapers, an audience may find themselves wanting to find models of behaviour, and meeting those values shared amongst a wider audience, feeling part of a group, thus increasing the gratification of the consumer.

• Integrating and Social Interaction
• Gaining insight into circumstances of others; social empathy,
• Identifying with others and gaining a sense of belonging, (linking in with my last point about shared beliefs),
• Finding a basis for conversation and social interaction; people can use media texts to interact with other people, both through their shared interests and through the media itself, like online and through texting,
• Having a substitute for real-life companionship,
• Helping to carry out social roles,
• Enabling one to connect with family, friends and society.

The media is a good foundation stone for relationships and social integration in terms of common interests, as well as applying the knowledge learned from, eg newspapers for conversational use. 

• Entertainment
• Escaping, or being diverted from problems; this can be a reason for why anybody enjoys anything, such as sport, gaming, reading news, or watching a film,
• Relaxing,
• Getting intrinsic cultural or aesthetic enjoyment,
• Filling time,
• Emotional release,
• Sexual arousal.

In terms of newspapers again, the reason for consuming a newspaper could be because they already associate the idea of sitting down with a newspaper with the enjoyment of relaxing, or escaping every day life, or filling time.