Uses and gratifications theory

Domanowska, Zaneta. Uses and Gratifications Theory in Music Video. 8 Sept. 2015.

March 10, 2023

The uses and gratifications theory is a theory that focuses on the needs, motives, and gratification of media users. An example of this theory is when people change what they choose to watch depending on what mood they are in. The needs of the particular person are met through the media that they choose to use. While some people may choose to watch the news for information, others may choose to watch a comedic movie for a laugh. A popular idea in the 20th century was the effect model which showed what the media did to the audience. In the 1970’s though, links were made between Maslow's Hierarchy of Needs and how self esteem was satisfied by the media. Surveillance is the first component and it shows the media that satisfies curiosity. The use of personal computers has been linked to individual's motivations to use the internet for communication purposes linked to social gratifications such as personal identity and interpersonal communication. Personal identity is how people find themselves through media and how they choose to relate to characters, plots, etc. Personal relationships give relation between you and the character. They create bonds and show how we can make personal connections not only in the media, but with other people in life. This is vital in media as oftentimes viewers will connect what they see to their own lives. The last component of the Uses and Gratifications Theory is diversion and this gives the audience an escape. Media is frequently a diversion from the real world.