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7a Uses and Gratifications Theory GCSE

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wga media

on 11 September 2016

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Transcript of 7a Uses and Gratifications Theory GCSE

Uses and Gratification Theory
Background Information
There are a lot of media theories that explore the ways in which audiences respond to and consume media texts.

The Uses and Gratifications Theory has been developed over a number of years. Katz and Blumler are credited with establishing the most recent and applicable versions of the theory.
What is "USES AND GRATIFICATIONS"?
The theory assumes that the AUDIENCE is ACTIVE in wanting to read the media text.
There are five reasons why an audience might want to access a text:
How do I apply this theory?
When should I use this theory in my controlled assessment?
You only need to apply this kind of high level theory once or twice within your analyses of the two texts you choose to study. Do it well once, rather than trying to use it all the time. Pick a key feature or combination of features that work together. Choose which of the FIVE USES work best with this feature before applying in your annotations/writing.
Some media students demonstrating examples of uses and gratifications of different media texts.
to be informed or educated
to identify with characters. E.G. they may aspire to be like the celebrity on the front of a magazine (looks/fame/style etc.)
simple entertainment
enhance social interaction. E.G. by watching Eastenders you can have a conversation with others who also watch Eastenders.
escape from the stresses of daily life
The audience receives some form of pleasure/GRATIFICATION from the text.
The audience has a reason to 'USE' the text.
The main image and sell-line/anchor text in the left hand third use Blumler and Katz's Uses and Gratifications theory by placing a celebrity who is a popular role model for the target audience of teenage girls as the main focus of the magazine. The target audience is likely to have identify with the celebrity and her gender. The pull quote to the right emphasises Rhianna's individuality (as a trend setter) which emphasises her use as a role model that the target demographic is likely to want to 'use' to make decisions for their own fashion choices.
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