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Uses and gratification

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Uses and gratification

  1. 1. USES AND GRATIFICATION THEORY By Precious Oladimeji
  2. 2. DEFINITION  The Uses and Gratification Theory, proposed by Blumler & Katz 1974, is an approach that looks at the effect people have on the media and how certain media satisfy an audience’s needs. Audiences take an active role in the final decision of media produced therefore the Uses and Gratification Theory has been extended to prove that a consumer has multiple choices to satisfy their needs.
  3. 3. MEDIA USES  The Uses and Gratification Theory is divided into four main categories:  Information  Personal identity  Entertainment  Integration and social interaction
  4. 4. INFORMATION  Audience look for relevant information and events which they can incorporate in their daily lives. They take this information to receive advice, learn lessons, challenge their curiosity, help make choices and to gain knowledge.  Our production will provide our audience information on the struggles people face financially due to the payment for treatments.  Our production also provides insight on what its like to be a teenager with an illness and how they cope with it since this is a personal account of what its like.
  5. 5. PERSONAL IDENTITY  Identity relates to the fact that people in an audience are able to recognise or relate to a character.  In our production we have three main characters our audience can familiarise themselves with. The first character people can relate to is Claire as she is the main protagonist with cancer. People can relate to her whether they have cancer or they know a close friend who has. She can be seen as an inspirational character as she continues to keep a brave face even though she knows what is yet to come, therefore she can be seen as a role model for people who are currently in her shoes.  The next character people can relate to is Claire’s mother, Helen, because she represents how adults and parents have to cope with tough situations such as Claire’s. She is a strong character who stays by her daughter, therefore she might be considered as an inspiration for parents, mothers and single parents as she singlehandedly raises Claire and still has to balance her own personal life with her daughters needs.  The last character’s our audience can relate to are Claire’s closest friends as the represent typical teenagers, however they are also show that companionship and friendship is important to have in situations like these. Our audience will be able to identify with them if they have been in a similar situation whether it be a friend with cancer or even a family relative.
  6. 6. ENTERTAINMENT  An audience would watch a film for a feeling of enjoyment or perhaps escapism to try and escape their personal problems or worries.  Our production offers a sense of escapism as it is a journey through the eyes of a person with cancer, which some people might not have personal experience with. By focusing on our character’s life, our audience has escaped from their reality and they have put themselves in someone else’s form of reality.
  7. 7. INTEGRATION AND SOCIAL INTEGRATION  Social integration relates to the ability of a product to create conversations between people.  Since our target audience ranges from 12 – 30 we have created a situation in which people of different age groups can socialise and interact with each other to discuss our short film. Having people in our production with ranging ages also helps as it enables people of different age groups to relate to certain characters. This gives our audience the ability to have conversations about relatable characters with people of their age and, with the use of word of mouth, they would recommend the film to their peers, friends and family members.
  8. 8. SOURCES  https://www.slideshare.net/mohammadsohaibafzaal/uses-and- gratifications-theory-34849716 (20/11/17)  https://www.slideshare.net/camilleproyart/uses-gratification- theory (20/11/17)  https://www.slideshare.net/zlorhenley/uses-and-gratifications- theory-6933502 (21/11/17)

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