Uses and Gratifications

This theory suggest that media audiences make active dcisions about what they consome in relation to their social and cultural setting and their needs.

This is defined by PIES:
- Personal Identity
- Information
- Escapism
- Social

Personal Identity - The need to define our identity and sense of self. Our sense of self is informed by making jusdgements about all sorts of people and things. This is also true of judgement we make about TV and film characters, and celebrities. Our choice of music, the shows we watch, the stars we like can be an expression of our identities. One aspect of this type of gratification is known as value reinforcement. This is where we choose television programmes or newspapers that have similar beliefs to those we hold.

Information or Surveillance - This is our need to know what is going on in the world. This relates to Maslow’s need for security. By keeping up to date with news about local and international events we feel we have the knowledge to avoid or deal with dangers.

Escapism (Diversion) - The need for escape, entertainment and relaxation. All types of television programmes can be ‘used’ to wind down and offer diversion, as well as satisfying some of the other needs at the same time.

Social (Personal Relationships) - Our need for to interact with other people. This is provided by forming virtual relationships with characters in soaps, films and all kinds of drama, and other programmes and media texts.