Uses and Gratification theory

Uses and Gratification theory is an approach to understanding why and how people use particular media forms. It also, shows the effect of people on media and how people use certain media to satisfy their needs.

There are a number of theorists surrounding the uses and gratification theory, here are three notable theories and what they think impacts why people use media.

Found while researching

The 4 main things that are suggested to be fulfilled by using certain types of media according to the uses and gratifications theory are:

• Entertain-using the content as a form of escapism from personal issues and also, for enjoyment. 
• Identify-recognise  and relate to a piece of content including a person and product for example finding someone as inspiration.
• Educate- be able to receive information, knowledge and also, an understanding.
• Social interaction- media being able to create topics of conversation. 

The Uses and Gratification theory can be seen in someones personal selection of what tv shows they enjoy as it represents what someone likes within those shows.

Here is an application of Uses and Gratifications theory to a contents page of a music magazine.