1. Uses and Gratifications
Uses and gratifications are to do with why a person watches or reads a particular media
type. Companies act on these gratifications to enable promotion and success of their
media product. The uses and gratifications come from a theory from Bulmer and Katz
and is to do with why audiences use a particular media. The question asked is ‘what
people do with media?’ It goes against the idea of audiences just taking in any
information without thought and brings in an idea that audiences have their personal
view on interpreting the media.
These ideas are split into four different sections. Below are a list
of the theories ideas:
-
Personal Identity
Social interaction and integration
Information
Entertainment
I am going to take these into account for the making of my
own production.

2. PERSONAL IDENTITY
This is where an audience will relate to personal values or morals in different aspect. A person
will identify characters or actors in a personal way and start to gain an insight into their own
personal self, feeling a sense of comfort. Personal identity also shows an interest from the
audience to the actor or character making them want to know more on their personality and
behaviour so the audience feel as If they know them. This is like the idea of a role model a
person the audience can either relate or look up to. An example of personal identity is: A
young boy when watching James Bond will look up to him as he will be presented as
strong, brave, handsome, popular and a hero, this will lead to him buying magazines on the
character, watching films, reading a book about the actor or researching him on the internet.
In my production I am going to try and achieve the same by putting in a character that is
likeable to the target audience I have chosen, which will help promote
merchandise, magazines and other aspects due to the audience being so interested in the
character and will bigger the chances of my production becoming a success.

3. ENTERTAINMENT
Entertainment to an audience is where a person can either relax and escape
from problems or reality, achieve an emotional outlet from within making
them feel happier, filling free time and even get a sexual arousal. A sexual
arousal will be where a media type uses a good looking celebrity in order to
make the audience fancy him/her. An example of this would be someone who
has had a tough day at work comes home to put their feet up on the coach
watching their favourite genre of programme and feeling a release of stress
alongside filling up their free time by relaxing.
I want my production to be of interest to my target audience by using as many
conventions audiences thrive to see to ensure that I can portray the
entertainment factors to my audiences, mainly escapism, relaxation, filling
time and out letting emotions.

4. INFORMATION
Information is where an audience finds out relevant information on
society, events or conditions that’s have happened in the world. It also can be
the audience getting advice on matters that could be arising and as well as this
can ensure the reader that they have knowledge on a matter making them feel
intelligent and up to date with the latest news or events. This gives the
audience the sense that they are expanding their minds while feeding their
interests. An example of this would be reading an article in a magazine about
the soldiers who are out at war or even reading a news paper article on a local
issue. Other examples are films such as Jurassic Park where the reader will be
able to learn historical aspects and knowledge of how life was back in those
ages.
For my production I may include a little of this in my magazine but for my film I
don’t think much information to do with political or intelligence based issues
will be present within my plot.

5. SOCIAL INTERACTION AND INTERGRATION
This is where an audience will feel as if they belong, it is when a person gossips
or talks to another person about a specific media type. It creates conversation
and enables people to connect with one another with real life connections. An
example of this would be someone reading an article on a death of a celebrity
and going round to a friends to discuss what they have found out and then
further discussing both of their opinions on the matter. This also is a brilliant
promotional method for the company, because if a company had people
talking about an article or movie of theirs then it means that word is getting
about on the media type which means more people will want to watch and
read for themselves after hearing about it. However there can also be a down
side. If there is a negative perspective from one person who tells someone else
the media type may be unsuccessful as people will listen to their friends and
not go and look at it if they think it is not good.
I want this in my production due to the positivity of the production or
magazine being spoken about, giving me more publicity.