03 - Uses and Gratifications Theory

Question 1

Name three audience theories.

Answer 1

The Effects Model or Hyperdermic Needle Theory
Reception Theory
Uses and Gratifications Theory

Question 2

Name a passive audience theory.

Answer 2

The Effects Model or Hyperdermic Needle Theory

Question 3

Name an active audience theory.

Answer 3

Reception Theory

Uses and Gratifications Theory

Question 4

The Uses and Gratifications Theory belongs to what audience group?

Answer 4

Active.

Question 5

What characteristics does an active audience have?

Answer 5

Questioning.
Involved.
Engaged.
Free Willed.

Question 6

Define the Uses and Gratifications theory.

Answer 6

The Uses and Gratifications theory suggests that, as an audience, we all have certain needs that we want fulfilled by a media text. These needs help us decide what texts we want to experience. It is suggested that there are five needs that we have.

Question 7

Name the five groups that make the Uses and Gratifications theory.

Answer 7

Information/Surveillance.
Identification
Emotional
Social Interaction
Escapism/Diversion

Question 8

Define IIESE.

Answer 8

Information/Surveillance
Identification
Emotional
Social Interaction
Escapism/Diversion

Question 9

In the context of the Uses and Gratifications theory, what is Information/Surveillance?

Answer 9

To learn something useful from the media, to be informed or educated.

Question 10

In the context of the Uses and Gratifications theory, what is Identification?

Answer 10

This is the self-esteem need, by finding yourself reflected in texts, learning behaviour and values from texts to reassure their status and gain credibility.

Question 11

In the context of the Uses and Gratifications theory, what is Emotional?

Answer 11

Gaining an emotional response or a change of mood from the media

Question 12

In the context of the Uses and Gratifications theory, what is Social Interaction?

Answer 12

The ability for media products to produce conversation/debate between other people

Question 13

In the context of the Uses and Gratifications theory,

what is Escapism/Diversion?

Answer 13

Being entertained, to relax and be distracted from the stresses of daily life.

Question 14

Describe criticisms of the Uses and Gratifications theory.

Answer 14

It is focused too narrowly on the individual and neglects the social structure and place of the media in that structure i.e. It does not consider the power of the media.

It is centred on choice, however there are times when you don’t have choice of the media texts that you receive?