USES AND GRATIFICATION

THEORY

Brownwonder Productions

USES AND GRATIFICATION THEORY

Uses and Gratification theory is an approach to understanding

what people get out of using particular media that fulfils their personal preferences.

Elihu Katz introduced the Uses and Gratification theory, when

he discovered that majority of people use media to their

advantage.

When Katz expanded and published the theory in 1974, he

stated that ‘individuals choose to use different texts for different

purposes.’

PERSONAL IDENTITY

Personal identity is when the viewer compares their life with the life of a

character within the film. Individuals who have similar lives to a character begin

to feel close with the character as they can relate well to them. On the other

hand, viewers can compare their lives to a character in the film and find many

differences between the two personalities. This leaves the viewer thinking about

these differences.

This aspect of the theory can be applied to our film as through watch the

characters behave, audiences can choose if they character is acting in an

appropriate way or in a foolish way. They can then chose which is the right

model to follow. Also by watching how the characters behave on screen, the

audience can learn how o react to similar situations.

INFORMATION

The way this applies to our production is by

people becoming curious and intrigued about

our product through word of mouth and

marketing strategies. Therefore, by watching our

product, the audience will find out what the film

is about and, satisfying their curiosity and

interest.

INTEGRATION AND SOCIAL

INTERACTION

Gaining insight into circumstances of others;

social empathy - The audience of our film begin

to feel scared and nervous for Lucy as they fear

for her safety.

Finding a basis for conversation and social

interaction - After watching the film the

audience can form interactions with each other by discussing the film and how it personally made

them feel.

ENTERTAINMENT

Escaping or being diverted from problems – By

watching our production, the audience will be able to

forget about their personal problems (momentarily)and

divert their attention to the film.

Relaxing – By watching our production, some audience

members can gain pleasure if they find film relaxing and

entertaining to watch.

Filling time – Most of our audience can fill their spare

time with watching the movie. This way they will receive

entertainment and relaxation when they have time.

Emotional Release – Some of our audience will

sympathize for our actress, Lucy, as in the film she is

vulnerability is taken advantage of.