One influential tradition in media research is referred to as 'uses and gratifications'. The core question of such research is: Why do people use media and what do they use them for? The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion. This theory assumes that members of the audience actively interpret and intergrate media into their own lives.
The common reasons for media use:
The common reasons for media use:
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
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