The Uses and Gratifications Theory

The Uses and Gratifications Theory

The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs. 

Why/How do we consume media?

• Information
• Personal identity
• Integration and social interaction (personal relationships)
• Entertainment

Information - finding out about relevant events in society around the world, seeking advice, satisfying curiosity and general interest, learning and self education or gaining a sense of security through knowledge. Blue planet, for example.

Personal Identity - finding reinforcement for personal values, finding models of behaviour, identifying with valued others (in the media) or gaining insight into ones self

For example, Jay Alvarez. He inspires me by the lifestyle he leads as a man who travels the world and a videoblogger. This is an example of me identifying with his values and being my model of behaviour.

Entertainment - escapism or being diverted from problems, relaxing, filling time, emotional release or sexual gratification. For example, How I Met Your Mother is a comedy show often used for as entertainment or escapism.

Integration and Social Interaction - gaining insight into circumstances of others; social empathy, identifying with others and getting a sense of belonging, finding a basis for conversation and social interaction or having a substitute for real life companionship.


^ for example, when watching Love Island, creates a conversation between friends and bonds relationships.