Uses and Gratifications Theory

Opposed to the effects theory, Uses and Gratifications theory suggest that instead of being used by the media, audiences use the media to gratify their own needs. It suggests that the media fulfils an audiences need for information, and that the more we get our information from the media the more we become dependant on it. Other uses that it is said audiences can get out of the media are a sense of personal identity, social interaction, and entertainment. From media representations and stereotypes, and through written media such as magazines, audiences can get a feel for who they and their peer groups are. Common conversation topics are about tv shows and news broadcasts, therefore media can be used to give audiences topics to talk about with others, improving their social wellbeing. Audiences can use the entertainment provided by the media as a form of escapism, to allow them to forget about their lives and to indulge themselves in a world more attractive to them. Entertainment allows audiences to escape to a 'utopia', although rarely a literal utopia, but 'rather the utopianism is contained in the feelings it embodies' as said by Dyer, a theorist on Uses and Gratifications. This quote means that rather than take us to a perfect world, entertainment from the media can show us utopian contrasts to what we may be feeling. For example, if an audience is exhausted, media entertainment can show energy.

This theory is less criticised than effects theory, as it does allow for the audience to have a say in what it receives - audiences only take in media relevant to the information they wish to gain - however it is still criticised. The theory is criticised by many people as it 'let's the media off the hook'. These people believe that the audience has no say over what the media produces, thereby refuting uses and gratifications theory, as the audience is never truly in control of what it sees.