Uses & Gratifications

Media that you passively consume:

·      A book

·      Advertisements

·      Older TV programmes

·      Soaps

·      News (older)

Media that you actively consume (interacts with the reader, viewer etc.):

·      Facebook (social networks)

·      Newspapers (as they include interactive elements e.g. Puzzles)

·      Reality TV Shows (e.g. The X Factor, Big Brother)

·      News (modern)

Technology and consumer interaction is growing and developing exponentially. This is turning traditional, passive consumers into more active consumers.

Blumler and Katz – put together a media proposal that we consume lots of different texts for many reasons (uses and gratifications).

1.     Information and surveillance/Learning

2.     As you can relate to it/personal identity – different things interest different people. The readers aspire to be like the cover stars (particularly true in rap and metal) (Pop magazines- the readers (usually young girls) want to have/be with the cover star)

3.     Personal/relationship issues - social interaction

4.     To be diverted from reality/entertained (drifting off into fantasy world- escapism)