Uses and Gratifications Theory

What is the uses and gratifications theory? 

The uses and gratifications theory states that media consumers are not a passive audience and do not accept whatever is drilled into them by mass media, it suggests instead that they choose what they consume based on their own interests and beliefs. 

James Lull

James Lull is Professor of Communication Studies at San Jose State University, California, and specialises in media and cultural studies. In 1990, he suggested that people use media for a range of reasons:

Environmental

This is when consumers have background noise and entertainment when they are completing tasks of a higher priority. For example, when I'm doing coursework I hate sitting in absolute silence so I listen to my iTunes of Spotify playlists to help me focus. I also do this when I'm reading, working out or traveling. 

Communication

This means that you consume media such as TV programmes or films to create conversation. A main example of this for me is Agents of Shield which I watch weekly, and then discuss the episode with my friend. We can bond over a common interest and we both enjoy the show and sharing our opinions on characters and storylines. 

Affiliation/Avoidance

This is where media is used to maintain a relationship via the consumption of a mainstream product. This can also be used to avoid conversing with people who may alter your views. An example of this is Twitter, where there are trending topics updated daily. It is very likely that if you bring up something that was trending in a conversation with someone else who you know has a Twitter account, you will be able to build up your relationship with them. 

Social Learning

Social learning is a method where media consumers attempt to educate themselves through the media. For example, you might watch a tutorial on YouTube for how to do something effectively or to expand your knowledge of a topic. YouTube is probably one of the most popular methods of social learning because it can be interactive too, and rather than reading pages of text, you can actually see something in action.  

Competence or Dominance

A person may use a media product they have consumed to their advantage in order to win a debate or an argument. For example, someone who watched the Leaders Debate for the UK's 2015 election may use what they found out to start a debate about politics. 

Pros and Cons

This theory supports the idea that people have complete control over the media that they consume, which goes against the hypodermic needle theory. It's a lot more applicable to modern society, especially the younger generation.

Despite the idea being that audience choose what to consume based on their individual interests, producers still have some say. They can use persuasive techniques and good ad campaigns to influence consumers and reviews of, for example, Breaking Bad and the fact that it's so widely popular may convince someone to watch it even if it's not something they would usually consume.