Gratification Theory
The “Uses and gratifications theory” (UGT) is an approach to
understanding why and how people actively seek out specific media to satisfy
specific needs. UGT is an audience-centred approach to understanding mass
communication.
Diverging from other media effect theories that question
"what do media do to people?" UGT focuses on "what do people do with
media?" (Wikipedia)
This theory divulges into why the public uses the media, and simple answer is to escape from the woes of their boring life, and watching fictitous charachters live their life could give veiws satisfaction of their own life, and how it is much better.
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| Sons Of Anarchy |
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| Breaking Bad |
Or they may drift away and wish for an alter-ego, and long to be a criminal, manufacturing meth amphetamine (Breaking Bad), or being a notable member of a motor cycle club (Sons of Anarchy).
The type of people who wish for the more adventurous, and sometimes dangerous and illegal life, tend to have a white collar job, and want neck tattoo, but it doesn’t conform to the job’s expectations. Or long to ride a Harley Davison across the desert, drink and drive (just because you can) carry a gun, and start bar fights over nothing, get arrested, and so on. However, can’t afford to, or have a job where they a drug tested; so the next best thing is to watch a show that revolves around fictitious lives of the care free outlaws’ such as “Sons of Anarchy”.
Other people may wish to feel better about themselves by watching staged talk shows such as "The Jeremy Kyle Show" or "The Jerry Springer Show". The type of people who do this may be content with their life and they also might be successful in their respected field. Or the audience of these shows might just be bored on a day off work, and just want some easy watching. Either way who ever watches these shows are watching for comedic effect, or out boredom. however in saying that some members of the audience may actually believe the show is based completely on fact.
There are multiple way people can recive pleasure from the media whether it be educational, comedic, or it be what the long to be or have.
Or they may drift away and wish for an alter-ego, and long to be a criminal, manufacturing meth amphetamine (Breaking Bad), or being a notable member of a motor cycle club (Sons of Anarchy).
The type of people who wish for the more adventurous, and sometimes dangerous and illegal life, tend to have a white collar job, and want neck tattoo, but it doesn’t conform to the job’s expectations. Or long to ride a Harley Davison across the desert, drink and drive (just because you can) carry a gun, and start bar fights over nothing, get arrested, and so on. However, can’t afford to, or have a job where they a drug tested; so the next best thing is to watch a show that revolves around fictitious lives of the care free outlaws’ such as “Sons of Anarchy”.
Other people may wish to feel better about themselves by watching staged talk shows such as "The Jeremy Kyle Show" or "The Jerry Springer Show". The type of people who do this may be content with their life and they also might be successful in their respected field. Or the audience of these shows might just be bored on a day off work, and just want some easy watching. Either way who ever watches these shows are watching for comedic effect, or out boredom. however in saying that some members of the audience may actually believe the show is based completely on fact.
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| The Jerry Spinger Show |
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| The Jeremy Kyle Show |
There are multiple way people can recive pleasure from the media whether it be educational, comedic, or it be what the long to be or have.
Modern communication scholars such as Dr. Thomas E. Ruggiero highlight the necessity of UGT in understanding the proliferation and success
of computer-mediated communication forms. Ruggiero states that UGT provides a
"cutting-edge theoretical approach in the initial stages of each new mass
communications medium: newspapers, radio and television, and now the Internet.”
(Wikipedia)
Furthermore, Ruggiero argues that new media forms require
analysis of potentially new uses and gratifications; for example,
interactivity, hypertextuality, asynchronous communication, and
demassification. (Wikipedia)
Ruggiero's finding can apply to my product as my product will be using convergence and synergy such as radio, and a billboard.
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