Planning: Uses and Gratifications

In today's lesson we were introduced to two theories proposed by Blumler and Katz-1974 and Denis Mcqual-1987. We learnt that in the 1960's television was more prominent in life and was suggested that the audience passively receive a text. Also that audiences were seen as being made of individuals who were initially active consumers in society and that they consume texts in ways that are personal to them.

This theory was then developed by Blumer and Katz in 1974 and they proposed that the uses and gratifications of media consist of:

• Diversion: escapism from everyday problems and routines an individual may have


• Personal Relationships: using the media for emotional and other interaction


• Personal Identity: finding yourself reflected in texts, learning behaviour and value for texts
  
• Surveillance: finding information which could be useful for living e.g, weather, financial news and holiday information

This theory was further defined by Denis McQual in 1987 and he proposed:

• Entertainment: escaping or being diverted from problems, filling time, emotional release, relaxing, getting intrinsic cultural or aesthetic enjoyment


• Integration and social interaction/personal relationships: basically meaning that an individual gains insight into circumstances of others; social empathy. Identifying with others and gaining a sense of belonging helps find conversation and social interaction with others. Helping carry out social roles, substitute for real life companionship and enable us to connect with family, friends and society.


• Personal Identity: the media helps find reinforcement for personal values, finding models behaviour, gaining insight into one's self and identifying with valued others.


• Information/Surveillance: finding out about relevant events and conditions in immediate surroundings, society and the world, seeking advice on practical matter or opinion and decision choices, also satisfying curiosity and general interest. Information in media helps us learn giving us a chance to self educate ourselves, it helps us gain a sense of security through knowledge.

Discussing Theory: Ideas that are put forward to explain aspects of an individual's behaviour, what theories are trying to do and what people do with the media.

Audience as Labour-Secondary Theory: Once a media has a mass audience they sell their product and magazines but dont make profit from the price they sell it for.

I feel this lesson was extremely beneficial for me as the various uses and gratifications will prodominately help me decide on ideas when creating my magazine for my course work, i'll make sure the readership for my publication is clear and so that they can identify themselves within the magazine.