The Uses and Gratifications Theory is the idea that audiences seek out entertainment to fit their needs. This implies that media sources should compete for the attention of the audience. The idea is that the consumer will seek out the form of media based on these basic categories:
Identify - The audience should be able to identify with someone in the media.
Educate - To obtain knowledge
Entertainment - The media should entertain the audience
Social Interaction - The media should be a topic of conversation outside of being consumed
The Internet has led to instant gratification in the media, especially now that Google means the consumer can find whatever they want to.
WWW: Well done Robert - good knowledge of the uses and gratifications theory shown.
ReplyDeleteEBI: Have a look at Stuart Hall's 'Reception Theory' and post your findings under that name, followed by the subtitle: Response to Teacher Comment. Thank you.