This version of the Uses and Gratifications theory focuses on how and why people use the media, rather than how audiences are affected by the media, which is linked to the Hypodermic Needle model. This theory has been changed and adapted by various theorists. McQuail's version is one of many. He outlined common reasons for media use:
Source- http://www.aber.ac.uk/media/Documents/short/usegrat.html
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.
Personal Identity
- Finding reinforcement for personal values.
- Finding models of behaviour.
- Identifying with valued other (in the media).
- Gaining insight into one's self.
Integration and Social Interaction
- 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.
Entertainment
- Escaping, or being diverted, from problems.
- Relaxing.
- Getting intrinsic cultural or aesthetic enjoyment.
- Filling time.
- Emotional release.
- Sexual arousal.
Music video examples:
Robin Thicke- Blurred Lines:
(Entertainment) Audiences may gain 'enjoyment' and satisfaction from watching a pop music video such as Blurred Lines. This song has two music videos, one demonstrated below and an additional explicit unrated version that includes women appearing half naked. This version is band from YouTube and needs to be accessed from external sites such as www.vevo.com. Audiences may voluntarily seek out this unrated version for 'sexual arousal' as stated within 'entertainment'.
Jake Bugg- Messed Up Kids
(Interaction and Social Interaction). Due to this being a new release song, audiences may actively seek out the song/ music video to 'identify with others' in order to gain a 'sense of belonging' and 'acceptance'.
(No music video available, just audio as it's a new release)
Aretha Franklin- Respect
(Personal Identity). Women may watch this to find a 'model of behaviour' by 'identifying with a valued other', in order to gain strength and confidence and aspire to be like her.
(No original music video available)
Bob Dylan- Masters of War
(Information) This is a famous anti- war protest song. The audience may watch it to 'learn'; gaining 'self education' from the lyric meanings and to 'satisfy curiosity' and 'general interest'.
(No original music video available)
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