Audience uses & gratification

Convergence - When two different media platforms come together to make a media product
acronym for audience demographic - GRACE
Distribution - the way different media is presented to its audience
Below the line advertising - pamphlets so targeting a smaller audience
Time shifting - when a programme is stored to be re aired as a different time ITV and ITV+1

Active audience
- When an audience is able to interpret and have their own opinion of media texts and seek there own gratification

Passive audience
- A passive audience accepts all the messages that are encoded in a media text and don't have their own opinions and are unable to interpret


The uses and Gratification theory
Blumler & Katz 
uses + gratification
P.I.E.S

The uses and gratifications theory assumes audiences actively seek out media to satisfy individual needs

What are their underlying motives for using said media?

Personal identity

  • Finding reinforcements for personal values 
  • Finding models of behaviour
  • Identifying with valued others (in the media)
  • Gaining insight into ones self 

Information 
  • Finding out about reverent events and conditions in immediate surroundings, society and 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 

Entertainment
  • Escapism, or being diverted, from problems 
  • Relaxing 
  • Filling time 
  • Emotional release
  • Sexual gratification 
Social interaction & integration
  • 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 real-life companionship 




Comments

  1. JCoSS Media DeptMarch 2, 2020 at 8:55 AM

    Good notes on the Uses & Grats theory! Nice bit of revision for you...

    Miss C

    ReplyDelete

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