Research Task 2: Uses and Gratifications

The ‘Uses and Gratification’ theory deal with the effect of people on the media. The theory describes mass communication, as it provides an approach that is audience-centered. It deals with how and why people adopt specific media.

There are 5 different aspects of this.

Tension Release: This means people use media to distract themselves or relax. an example of this would be watching a movie on Netflix or listening to music on Apple Music.

Personal Integrative Needs: This is when people use media to feel better about themselves and boost their confidence. Some people can get addicted to this and change their lifestyle to suit it.

Social Integrative Needs: This is when people use social media in order to socialise with people. These people can be friends and family or strangers. This could be done using Facebook or Snapchat.

Affective Needs: This is when people use the media in order to satisfy their emotional needs. An example of that would be watching funny videos in order to laugh.

Cognitive Needs: This is when people use the media to gain an inside on a certain topic. An example of this would be watching a nature based video in order to learn some things about it.


This is an example of a analysed contents page and with the uses and gratification theory: