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Uses and Gratification Theory: An Analysis of Serial Television Dramas, Slides of Mass Communication

The application of Uses and Gratification Theory to serial television dramas. The theory, proposed by Blumler and Katz in 1974, identifies four broad needs fulfilled by media consumption: diversion, personal relationships, personal identity, and surveillance. Serial television dramas are argued to satisfy these needs particularly well due to their continuing storylines, audience engagement, and ability to provide information and explore identity. examples and exercises to help students apply the theory.

What you will learn

  • How does the use of cliffhangers in serial television dramas contribute to audience engagement and gratification?
  • How does the continuing storyline of a serial television drama contribute to audience engagement?
  • What role does audience discussion play in the gratification derived from serial television dramas?
  • What are the four broad needs identified by Blumler and Katz in Uses and Gratification Theory?
  • How does Uses and Gratification Theory explain the appeal of serial television dramas?

Typology: Slides

2021/2022

Uploaded on 03/31/2022

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Uses and Gratification
Theory
Key learning
---------------------
AInvestigate media products.
BExplore how media products are created to
provide meaning and engage audiences.
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Uses and Gratification

Theory

Key learning


A Investigate media products.

B Explore how media products are created to provide meaning and engage audiences.

Uses and Gratification theory:

Blumler and Katz (1974) listed 4 broad needs fulfilled by watching TV:

  1. Diversion - a form of escapism or emotional release from everyday pressures.
  2. Personal relationships - Where they use the ‘text’ to form relationships with others, e.g. online communities, discussion with friends.
  3. Personal Identity - the ability to compare one’s life with the characters and situations within programmes, and hence explore personal problems and perspectives.
  4. Surveillance - a supply of information about ‘what’s going on’ in the world.

Uses and Gratification theory:

Blumler and Katz (1974) listed 4 broad needs fulfilled by watching TV:

  1. Diversion - a form of escape or emotional release from everyday pressures.
  2. Personal relationships - Where they use the ‘text’ to form relationships with others, e.g. online communities, discussion with friends.
  3. Personal Identity - the ability to compare one’s life with the characters and situations within programmes, and hence explore personal problems and perspectives.
  4. Surveillance - a supply of information about ‘what’s going on’ in the world.

The Uses and Gratifications Model

suggests that we make active use

of things that we see in the

media= Active Audiences

Uses and Gratification Theory in Serial Television Dramas

▪ It could be suggested that serial television dramas fit this theory really quite well and better than most other media texts. They do, of course, provide great entertainment a nd certa inly a diversion or escape from everyda y routines. ▪ T he fa ct tha t there is a continuing storyline throughout the series a nd sea sons ena bles the audience to discuss the storyline with others , forming a sense of community and a relationship w ith the progra mme. ▪ A n episode ma y end w ith a cliff - hanger , lea ving una nsw ered questions w hich lea d the audience to come back to find out the answers. ▪ T hey ca n, of course, learn new things a nd ga ther new informa tion about life and the different situations represented in the serial TV drama. ▪ T here ca n a lso be a sense of identify with the pressures the characters in a seria l T V dra ma a re reflecting.

Read the following statements and

apply the U s es and Gratification

theory.

Josh gets in from a long day at work and just wants

to relax and watch his favourite serial TV drama at

8pm. Which is the relevant gratification?

a) Entertainment/ Escapism

b) Personal Identify

c) Information/ surveillance

Read the following statements and

apply the U s es and Gratification

theory.

Josh’s wife Sarah is a trainee doctor. She switches

on the tv and Holby City is on. She decides to

watch it. What gratification is seen here?

a) Information/ surveillance

b) Identity

c) Diversion

Read the following statements and

apply the U s es and Gratification

theory.

Josh has a brother called Callum, who is a lecturer at the
local university teaching Social History. Callum is really
pleased to see Life on Mars is being broadcast again
and means he can get some background on the 1970s,
which is the topic he is due to lecture. Which
gratifications are used here?
a) Relationships
b) Surveillance/ information
c) Personal identity.

Who are the target audience for Humans?

Sub-genre? Why do these audiences watch the show?

Using the Uses and Gratification theory, identify what need is fulfilled by watching the show.

Why do you feel that this trailer conforms to that particular gratification?

Lower^ Lower^ Higher

Higher

Watch the trailer for Humans and answer the following questions.

📖📖 + 📖📖 Title: Peer Assessment

1.Make a key and:

–Highlight when they’ve referred to the Uses and Gratification

theory.

–Highlight when they’ve confidently used media language.

–Highlight when they’ve used evidence from the trailer.

2.Check for any phrasing/spelling/punctuation errors – does it

make sense?

3.Choose their best sentence & circle it.

4.Write why you chose that sentence & a T from the above

criteria.

Challenge TASK:Show off your

understanding of Uses and Gratification

theory.

TASK: Find a media product and annotate it

to explore what gratification we get as

audiences.

Eg. Leaflets, DVD covers, magazine front

cover, music video and film trailers.