Uses and Gratification Model

What does the Use and Gratification Model suggest?

media performs a vital function in meeting the needs of the audience

What does the Use and Gratification Model say about the audience?

audiences select what media they consume depending on their interests and desires

Which sociologists suggested the five main functions that the media performs for individual audience members for the Use and Gratification Model?

Blumler and McQuail

According to Blumler and McQuail, what are the five main functuons that the media performs for individual audience members in the Use and Gratification Model?

• Diversion

• Personal relationship

• Personal identity

• Surveillance

• Background wallapaper

What approach is the Use and Gratification Model?

Pluralist - believe audience is active

• if a media outlet consistently spouted ideology that audience didn’t believe or agree with they would be unsuccessful

• no audience = no money = out of business

How can the Use and Gratification Model be criticised?

Media is consumed from a young age and a part of secondary socialisation - part in shaping and creating value in the first place

• audiences’ values mean that they select certain content from values given by the media