Media Model: Uses And Gratification Flashcards
(17 cards)
What does the Uses and Gratifications model suggest?
People use the media in order to satisfy their particular needs.
Are the audience active or passive in the Uses and Gratifications model?
Audience are active
What are the 4 basic needs Blumer and McQuail identify which people use the media for?
•Diversion
•Personal relationships
•Personal identity
•Surveillance
What is Diversion?
People use the media to make up for lack of satisfaction in their daily lives and escape from routines.
What is an example of Diversion?
Reading romance novels like Fifty shades of grey in order to make up for an unsatisfactory romantic life.
What are personal relationships?
People use the media to connect with others and feel like part of a community.
What is an example of Personal relationships?
People interact with others in video games through chat rooms or group playing, building friendships.
What is Personal identity?
People use the media to make over and modify their own identity.
What is Surveillance?
People use the media to obtain information, follow the news and make up their mind on certain topics.
Is the audience, in the Uses and Gratifications model, homogeneous or heterogeneous?
Heterogeneous, everyone is watching the same show but for different reasons- this shows the audience is heterogeneous and active in how they use media.
What is an evaluation point of the Uses and Gratificationsmodel?
It ignores how the audience could be passive when it comes to the media as they don’t always act upon what they consume.
What is a criticism of the Uses and Gratifications model?
It has a lack of substantive research which supports this theory.
What would Marxists say about the Uses and Gratifications model?
Marxists argue it exaggerates audiences’ capacity to interpret media content ignoring the power of agenda setting.
What is an example of personal identity?
People use instagram to express different identities in a way they can control as well as relate to characters in tv shows.
What would postmodernists say about the uses and gratifications model!
Postmodernists argue there are an even wider set of uses individuals make of media.
What is another evaluation point for the Uses and gratifications model?
It fails to recognise the power of group dynamics which shape individual choices which the two-step flow and cultural effects model do.
