As

1. Audience – Uses &
gratifications theory
Lois Evans

2.  This theory suggest that media audiences play an active role in interpreting
and integrating media into their own lives. The theory approaches why
people actively seek out specific media forms to fulfil their needs. There are
four different activities audiences are assumed to participate in:
.
Diversion – Escape from everyday
problems , an emotional release.
Distraction from everyday norms –
Satisfying hobby/Filling time. Also, to
entertain – something to look forward to
Personal Identity or Individual
Psychology – Self understanding.
Finding reinforcement for personal
values/Gaining insight into ones self and
finding out more about you.
Personal Relationships –
Substitution of media for
companionship. Developing
relationships e.g. Having the same
thing to talk about – similar interests.
Surveillance – Using media to find out what is
around us and about recent events – staying up
to date with news/Seeking advice on common
matters. E.g. newspapers
Uses and Gratifications