Uses and Grats

Definition

focuses on why people use media and the purposes media fulfills.
It treats audiences as active, making deliberate choices about what media to consume.

five assumptions

o   Selection and use of media is goal-directed, purposive and motivated

o   People select and use media to satisfy felt needs, wants and interests

o   Predispositions, and environment, and interpersonal interactions shape expectations about media and media content

o   The media compete with other forms of communication

o   People are more influential than media in this process…but not always

o   Self-reports provide accurate data about media use

categorizing uses and grats

• diversion

• personal relationships

• personal identity

• surveillance

• ritual

diversion

• escape

• emortional release

personal relationships

• companionship

• social utility

personal identity

• personal reference

• reality exploration

• value reinforcement

surveillance

• acquire news and information

ritual

Using media as a routine, habit, or symbolic activity.
Examples:

• Checking Instagram every morning

• Watching the same show every evening

(Not because of content needs—because it's part of daily life.)

Parasocial relationships

is a one-sided emotional bond between an audience member and a media figure.

• The viewer feels like they "know" the character or celebrity.

• It provides companionship, comfort, or emotional connection.

• The celebrity or character does not know the viewer exists.

SESAM model

o   Selective Exposure Self- and Affect- Management

o   Media users select messages to manage and regulate their self-concept

o   Selective exposure: activate certain self-concepts over others