Uses and Gratifications

uses and gratifications ♡

The Uses and Gratifications Theory assumes audiences actively seek out menu to satisfy individual needs

Personal Identity 

Information

Entertainment

Social interaction

Personal Identity

• finding reinforcement for personal values
• finding models of behaviour 
• identifying with valued others (in the media)
• gaining insight into ones self

Information

• finding out about relevant events and conditions in immediate surroundings, society and the world
• seeking advice on practical matters or opinion and decision choices
• satisfying curiosity and general interest
• learning; self-education
• gaining a sense of security through knowledge

Entertainment

• escapism, or being diverted from problems
• relaxing
• filling time
• emotional release
• sexual gratification

Social interaction and Integration

• gaining insight into circumstances of others; social empathy
• identifying with others and gaining a sense of belonging
• finding 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

Target audience

Primary T/A

a specific group of people you are targeting a product towards

mass: majority or main group of people

Secondary T/A

second group of people who would be targeted/ gain pleasure from product

Tertiary
everyone else. they might not have an interest in product, but might buy/ consume it - especially if it becomes cheaper

Gender
Race
Age
Class
Ethnicity