Uses and Gratification Theory
The Uses and Gratification Theory assumes that the individual or audience is active and makes decisions based on need and psychological factors. As discussed in the tab Media System Dependency Theory, people seek to use media to increase efficiency in information gathering, and the reasons for why they do so is best illustrated in the Uses and Gratification Theory. Most people look to increase their cognitive capabilities, and the recent innovations in technology have permitted users to acquire more knowledge. Competition helps to drive one's desire for increasing their knowledge base as the individual desires to communicate and compete in society and the job market. While technology is used in industry to input raw materials and output goods at an accelerated rate, the need for education is also increased by the individual. As economic scholars are quick to point out, highly developed nations that utilize technology have become more service oriented, and generally these fields require more human capital. This could explain the increases in college education and focus on specific fields of study (ie accounting, statistics, medical, communication, computer information systems and more).
Another aspect of the Uses and Gratification Theory is personal integrative needs. People have a need to increase their credibility and feel accepted in their community of peers. Media outlets such as television and the internet often use advertisement to educate users of the choices of goods, services and opportunities available in the modern world. Through purchasing these goods, and often sharing their purchases are increase in knowledge with others through social media tools, credibility and acceptance can be obtained. Emotional needs can also be met through media. Different genres of movies and songs can pull on the emotional strings of the viewers. Going through a difficult relationship breakup? Try listening to a sad song about relationship losses to help you cope. A third way that the audience can meet their uses and gratification is to use social media and other media tools to fulfill their social integrative needs. A good way to meet the needs of participating in societal interests is to gather with other individuals and perform the activity. Take a look at the basketball courts during the NCAA tournament and you will notice more people playing basketball. For those unable to participate with others, media can help fulfill the need. Besides the ability to watch the games online or on the television, one can read about basketball, watch tutorials, or discuss in online forums about possible game outcomes and statistics.
Finally media can help people to relieve stress. Television has increased the amount of reality programs that are shown. While some would argue this is due to the actors strike and more profitable to the producer as these shows are cheaper to make, a more reasonable answer may be the more realism that these shows depict. People are able to more identify with struggling teen moms, conflict and enjoyment from groups of people living in a house, people struggling to overcome their addictions, or the dangers of people capturing wildlife. Some reality shows even integrate audience participation, such as American Idol allowing viewers to vote on which contestants return the following week and which ones are sent home. Media has the ability to reduce personal stress and illustrate that others in the world are going through similar situations.
Another aspect of the Uses and Gratification Theory is personal integrative needs. People have a need to increase their credibility and feel accepted in their community of peers. Media outlets such as television and the internet often use advertisement to educate users of the choices of goods, services and opportunities available in the modern world. Through purchasing these goods, and often sharing their purchases are increase in knowledge with others through social media tools, credibility and acceptance can be obtained. Emotional needs can also be met through media. Different genres of movies and songs can pull on the emotional strings of the viewers. Going through a difficult relationship breakup? Try listening to a sad song about relationship losses to help you cope. A third way that the audience can meet their uses and gratification is to use social media and other media tools to fulfill their social integrative needs. A good way to meet the needs of participating in societal interests is to gather with other individuals and perform the activity. Take a look at the basketball courts during the NCAA tournament and you will notice more people playing basketball. For those unable to participate with others, media can help fulfill the need. Besides the ability to watch the games online or on the television, one can read about basketball, watch tutorials, or discuss in online forums about possible game outcomes and statistics.
Finally media can help people to relieve stress. Television has increased the amount of reality programs that are shown. While some would argue this is due to the actors strike and more profitable to the producer as these shows are cheaper to make, a more reasonable answer may be the more realism that these shows depict. People are able to more identify with struggling teen moms, conflict and enjoyment from groups of people living in a house, people struggling to overcome their addictions, or the dangers of people capturing wildlife. Some reality shows even integrate audience participation, such as American Idol allowing viewers to vote on which contestants return the following week and which ones are sent home. Media has the ability to reduce personal stress and illustrate that others in the world are going through similar situations.