Uses & Gratification Theory

The uses and gratification theory seeks to understand why people actively seek media products for gratification purposes. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion. It assumes that members of the audience take an active role in interpreting and integrating media into their own lives. The theory reveals that audiences are responsible for choosing media to meet their needs, suggesting people use the media to fulfill specific gratifications.

According to Katz, Blumler and Gurevitch's research there were 5 components comprising the Uses and Gratifications Model. The components are:

• “The audience is conceived as active.”
• “In the mass communication process much initiative in linking gratification and media choice lies with the audience member.”
• “The media compete with other sources of satisfaction.”
• “Methodologically speaking, many of the goals of mass media use can be derived from data supplied by individual audience members themselves.”
• “Value judgments about the cultural significance of mass communication should be suspended while audience orientations are explored on their own terms.”

four primary factors for which one may use the media:

• Diversion: Escape from routine and problems; an emotional release
• Personal Relationships: Social utility of information in conversation; substitution of media for companionship
• Personal Identity or Individual Psychology: Value reinforcement or reassurance; self-understanding, reality exploration
• Surveillance: Information about factors which might affect one or will help one do or accomplish something

Our social realism film can be related to these factors to explain why an audience may be attracted to see our film. Social realism is often a common conversation as it reflects everyday life therefore we address the idea of personal relationships. 

personal identity can also be applied to our film, as the audience form opinions of the characters portrayed. For example, some viewers, may be able to relate the young boy who we are portraying as innocent but is influenced by bad behaviour because of the environment in which he lives which creates a bond between the on-screen character and the audience, so they are likely to become more invested in the outcome of the film. The audience could also consider the characters as aspirational, which would also affect the intensity of their attraction to the film. By viewing the effects of the characters' corrupt behaviour causing them to be punished may also be considered within our trailer to teach the audience lessons in terms of appropriate behaviour,which falls under the category of surveillance, as the audience form their own conclusions of how they would deal with or avoid the situation.