USES AND

GRATIFICATION:

Bulmer and Katz suggested a series of possible reasons why audience members might consume a media text:

- Diversion – escape from everyday problems and routine- Personal relationships – using the media for emotional and other interaction, e.g. substituting

soap operas for family life- Personal identity – constructing their own identity from characters in media texts and learning

behaviour and values- Surveillance – information gathering, e.g. educational programmes, weather reports, financial

news, holiday bargains

Denis McQuail suggests a more detailed breakdown of audience motivation:

Information- Finding out about relevant events and condition- Seeking advice- Satisfying curiosity and general interest

Learning:- Self-education- Confidence through gaining knowledge

Personal identity:- Finding reinforcement for personal values- Finding models of behaviour- Identifying with ‘celebrities’ – e.g. Beckham - Gaining insight into oneself

Integration and social interaction:- Gaining insight into circumstances of others- Identifying with others – a sense of belonging- Funding a basis for conversation and social interaction- Having a substitute for real-life companionship- Helping to carry out social roles- Enabling one to connect with family, friends and society

Entertainment:- Escaping, or being diverted, from problems- Relaxing- Getting intrinsic cultural or aesthetic enjoyment - Filling time- Emotional release- Sexual arousal