Uses and Gratifications Theory

Uses and Gratification theory is a popular approach to understanding mass communication. The theory focuses more on the consumer than the message itself, as it questions 'what people do with media', 'not what the media does to people'. It relies on people not being passive in their use of media, but take an active role in interpreting and integrating media into their lives.

         There are 4 basic ideas behind Uses and Gratification theory. They are;

 - Being able to identify a product or person in front of you, role models that reflect similar value to you, and aspiring to be like someone else.

 - Educating yourself by acquiring information, knowledge and understanding from social media.

 - Entertaining yourself through consumption of media. It should give you enjoyment, but also a level of 'escapism' from our problems and worries.

 - Using media products to produce a topic of conversation between different people, either through discussion or debate.

A good example of this is through the cinema. Going to the cinema to watch a film is a great example of being impassive in the pursuit of entertaining media. This isn't just the experience of seeing the film but also the entire cinema experience which involves buying popcorn, watching the adverts etc.