Audience theory- Uses and gratification

Audience Theories (The Uses and Gratifications Theory)

The model stems from the idea that audiences are a complex mixture of individuals who select media texts that best suit their needs-which goes back to "Maslow's Hierarchy of Needs".

The model suggests that media audiences are active and make active decisions about what they consume in relation to their social and cultural setting and their needs.

This was summed up by theorists Blumier and Katz in 1974; "Media usage can be explained in that it provides gratifications related to the satisfaction of social and psychological needs." This means that audiences choose to watch programmes that makes them feel good, for example Soaps or Sitcoms, or give them information that they can use, for example news and world events.

Our film also makes use of the Uses and Gratifications theory which states that there are five reasons why audiences consume media products-to be informed and educated, to identify with characters and situations, to be entertained, to be able to socialise by discussing the film and to escape from everyday life. Four of these are applied to our film but we do not inform or educate the audience as the purpose is to frighten and entertain them. Our audience will have many reasons to watch our film, one of which would be to identify with the characters. In our film, the characters have day to day lives that our audiences could relate to. They also offer different vices and virtues that, we like to think, our audience can relate to. The opening "Based on a true story" also allows the audience to relate to the film; it was a true event that could possibly happen to them. Another reason why our audience would enjoy our film is because its' main focus is to terrify and entertain the audience as they are left trembling in their seats. The third reason would be to offer escapism as our film allows the audience to follow the lives of other people and see how they deal with the terrifying situation they have found themselves in. It also allows the audience to immerse themselves in a world distant from their own-allowing to forget their problems and enjoy the film. The final reason of socialising and discussing aspects of the film can also be applied; there are many enigmas established throughout the film, leaving the audience with more questions than answers which could prompt a discussion to see the views of others.

What does the theory suggest?

Strengths?

Weaknesses?

Instead of researching what the media do to the audience, this approach studies what the audience does with the media. This approach also takes account of people’s personalities and personal needs.


The audience is seen as active and reasonably intelligent. Life experience in general is regarded as more influential than experience of media. The pleasures that the media offer audiences are not regarded as negative.


Too much optimism about the ‘power’ and ‘choices’ of an active audience can distract us from the power certain texts have, or the influence that media institutions and ownership may have on texts and understandings.