Why do we watch TV? | Uses and Gratification theory explained

Summary

The video explores the Uses and Gratification Theory, which focuses on how audiences actively engage with media to fulfill their needs. It contrasts this theory with the earlier Effects Model, which viewed audiences as passive. The video discusses four primary gratifications: surveillance (seeking information), personal identity (reinforcing values), personal relationships (connecting with media characters), and diversion (escaping reality). Through these lenses, it explains how media serves a variety of psychological and social functions in our lives, from satisfying curiosity to offering a sense of connection and distraction.

Takeaways

• 😀 Uses and Gratifications Theory suggests that audiences are active participants in their media consumption, choosing media to fulfill specific needs.
• 😀 This theory contrasts with the older **Effects Model**, which viewed audiences as passive recipients of media messages.
• 😀 The theory was developed in the 1940s and gained prominence in the 1970s, with key contributors like Katz and McIl linking it to Maslow's Hierarchy of Needs.
• 😀 The first primary need that media satisfies is **Surveillance**, or seeking information to understand the world, such as through news or documentaries.
• 😀 The second need is **Personal Identity**, where media reinforces one’s values, beliefs, or self-concept, like through magazines or personal growth content.
• 😀 The third need is **Personal Relationships**, which involves forming emotional bonds with media characters or public figures, such as TV shows, radio hosts, or celebrities.
• 😀 The fourth need is **Diversion**, where media serves as an escape from everyday life or a way to pass the time, such as through video games or social media.
• 😀 Media consumption often serves multiple needs simultaneously, such as using social media for both personal relationships and diversion.
• 😀 The theory highlights the active role of the audience in media consumption, suggesting that people deliberately choose media based on their needs.
• 😀 Uses and Gratifications Theory provides a useful framework for understanding how and why individuals engage with media, offering insight into the personal and social functions of media.

Q & A

What is the central idea of the Uses and Gratifications Theory?

Uses and Gratifications Theory suggests that audiences are active participants in media consumption, using media to satisfy various personal needs, such as information, identity, relationships, and diversion.

How does Uses and Gratifications Theory differ from the effects model of media?

The effects model views audiences as passive and suggests that the media has the power to influence them, whereas Uses and Gratifications Theory emphasizes that audiences actively choose media to fulfill their own needs.

What are the primary needs that media can satisfy according to the theory?

The four primary needs are surveillance (seeking information), personal identity (reinforcing values and beliefs), personal relationships (creating bonds with media figures), and diversion (providing escape from reality).

How does the theory link to Maslow's hierarchy of needs?

Researchers linked Uses and Gratifications Theory to Maslow's hierarchy by showing how media can fulfill basic human needs, such as social connection and self-esteem, much like how Maslow's pyramid addresses fundamental human requirements.

What role does media play in satisfying the need for surveillance?

Media satisfies the surveillance need by providing information that helps audiences understand the world, such as news, documentaries, and updates on topics of interest like gaming.

Why is personal identity an important need that media addresses?

Media helps reinforce personal values and beliefs, particularly during formative years, when individuals are exploring their identities and figuring out their place in the world.

Can media create real relationships, or are they only virtual?

Media can create real, emotional relationships with both fictional and non-fictional characters. This includes connections with characters from TV shows or movies, as well as with media figures like radio DJs or columnists.

How does media support personal relationships in everyday life?

Media fosters personal relationships by creating shared experiences, such as watching the same TV shows or movies as others, leading to discussions and connections with friends and communities.

What is the significance of diversion as a media need?

Diversion allows individuals to escape the routine or stress of daily life. Media can serve as a temporary escape, such as playing video games or browsing social media after a long day.

Why is Uses and Gratifications Theory often one of the first media theories introduced in studies?

Uses and Gratifications Theory is widely taught because of its practical and relatable nature, helping students understand their own media habits and the active role audiences play in media consumption.