Uses
and Gratifications theory
First addressed in the late 1960’s due to television becoming increasingly popular, the Uses and Gratifications theory was introduced to learn as much as possible about why and what audiences are engaged with and why the consume media texts. The theory was first created by Harold Laswell. (A communications and propaganda theorist) in 1948. Laswell split the reasons for consuming media texts into four catagories; surveillance, correlation, entertainment and cultural transmission.
The Uses and Gratifications theory was
re-visited by Blumler and Katz in 1974 when they published their own theory
based upon what Laswell had published but expanded on this stating that
audiences may choose to consume media texts based upon the following four
reasons; Diversion, personal relationships, personal identity and surveillance.
Below are these theories described in more
detail.
Diversion/entertainment
The first theory is Diversion. Blumler and
Katz believed that some members of the public may choose to consume media texts
as a source of escapism. This would allow the consumer to divert from everyday
life and routine to something different of their choice. This could be a many
different number of styles of media texts depending on the audience and what is
suited to them.
Personal
Relationships
The second theory is Personal
Relationships. Blumler and Katz believed that some people may choose to consume
media texts as a tool to bond between other people. For some people it is a way
of finding a common interest and relationships with other people. For other
people it can assist with the development of social and interactive skills. It
can allow the consumer to find a sense of belonging and similarities with
others, be it friends or family.
Personal
Identity
The third theory is Personal Identity.
Blumler and Katz believed that some people may choose to consume media texts as
a source of personal identity. The consumer could choose to watch or read
something that helps to reinforce self values and behavior. For example some people may choose to watch
coronation street (a television programme based on real life) because they need
reassurance that they are living the correct way.
Surveillance
The final theory is Surveillance. Blumler
and Katz believed that some people choose to consume media texts as a source of
surveillance and information. This could be simply watching the weather report,
news programmes, or any other information or fact based programme. Blumler and
Katz believed that the reason people would watch these types of programmes is
to ensure that they ‘stay in the loop’ with the current happenings.
From looking at the TV listings on Friday
13th April 2012, I can see evidence that we still use the Uses and
Gratifications theory in television scheduling today.
I have decided to focus on one channel to research and identify the four theories in this one channel. The channel of my choice is Channel 4.
From researching the TV listings from the Radio Times website and looking at Channel 4 there is evidence to suggest that the Diversion theory still plays a big part when deciding when and what is shown on television. Diversion could potentially be the reason for any programmes depending on the person watching. Diversion is used for escapism, so for example looking at Channel 4 on Friday 13th April 2012 from 8:00am onwards it is clear that the Diversion theory still plays a big part in our TV scheduling. For example looking at the large amount of fictional programmes shown e.g ‘Everybody Loves Raymond’ is on from 8:00am – 9:00am – The usual time spent getting ready before work where people may choose to relax before a busy day at work. This could even be described as ‘Diverting’. Looking a bit further into the schedule for that day the evidence becomes increasingly large and clearer that Diversion still plays a large part in television scheduling. For example there is a fictional film being shown on Channel 4 around midday – another tool for diversion.
I have decided to focus on one channel to research and identify the four theories in this one channel. The channel of my choice is Channel 4.
From researching the TV listings from the Radio Times website and looking at Channel 4 there is evidence to suggest that the Diversion theory still plays a big part when deciding when and what is shown on television. Diversion could potentially be the reason for any programmes depending on the person watching. Diversion is used for escapism, so for example looking at Channel 4 on Friday 13th April 2012 from 8:00am onwards it is clear that the Diversion theory still plays a big part in our TV scheduling. For example looking at the large amount of fictional programmes shown e.g ‘Everybody Loves Raymond’ is on from 8:00am – 9:00am – The usual time spent getting ready before work where people may choose to relax before a busy day at work. This could even be described as ‘Diverting’. Looking a bit further into the schedule for that day the evidence becomes increasingly large and clearer that Diversion still plays a large part in television scheduling. For example there is a fictional film being shown on Channel 4 around midday – another tool for diversion.
Also looking at the Channel 4 listings for that
day there is evidence that the surveillance theory still plays a big part in
deciding what is show on television. Evidence of surveillance on Channel 4 is
the Channel 4 News at 7:00pm. Without it becoming a constant reminder it allows
the consumer to ‘survey’ current
affairs.
There is also evidence from looking at the
Channel 4 Listings for Friday 13th April that the Personal
Relationships theory is still enforced in the scheduling of television
programmes. For example the ‘Simpsons’ are on at a time when families would
usually sit down and eat dinner. These types of programmes are ideal for
families as they can relate to both the older and younger generation, allowing
the family/group to form a similar opinion on something and therefore bond.
The final theory I wanted to find evidence
of in TV Scheduling is Personal Identity. From looking at Channel 4 on the 13th
of April there is plenty of evidence to suggest that Personal Identity is a
theory still used today. This theory means how the consumer somehow relates or
‘Identifies’ with the shown
programme. An example of this would be ‘Hollyoaks’ this programme is shown at
6:30pm, a time before the watershed when teenagers would have control of the
television before their parents settle for the evening. It allows the viewer to
relate to typical teenage life and everyday problems.
Aside from TV Listings I would like to find
out whether the television audience figures from websites such as BARB
(Broadcasters Audience Research Board) show any evidence of the Uses and
Gratifications theory.
Bibliography
Chandler. D (1994) – Why do people watch
television? – Uses and Gratifications
[ONLINE] http://www.aber.ac.uk/media/Documents/short/usegrat.html
[ACCESSED] 19/04/2012
[ONLINE] http://www.aber.ac.uk/media/Documents/short/usegrat.html
[ACCESSED] 19/04/2012
MediaKnowall – Key Concepts in media
studies – Uses and Gratifications
[ONLINE] http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID=audience
[ACCESSED] 19/04/2012
[ONLINE] http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID=audience
[ACCESSED] 19/04/2012
Radio Times – TV – TV Listings (Friday 13th April 2012)
[ONLINE] http://www.radiotimes.com/tv/tv-listings#{"sd":"13-04-2012%2008:00:00"}
[ACCESSED] 20/04/2012
