I have done some research on the uses and gratifications as part of my audience theory to get a better understanding of my audience and what type of audience my production will be targeting.
The uses and gratifications theory comes from Bulmer and Katz who suggests that media play an active role in choosing and using media. Uses and gratifications are what the viewers seeks out the media source that best fulfils their needs. Uses and gratifications assumes that the audience choose what it wants to watch for different reasons.
Revisionworld.com. (2019). Uses and Gratifications Theory – A-Level Media Studies – Revision World. [online] Available at: https://revisionworld.com/a2-level-level-revision/media-studies-level-revision/uses-and-gratifications-theory [Accessed 20 Mar. 2019].
This theory is about the use of media by humans and not the effects of media. It focuses on free will and is settled as media can be used in different ways and for different purposes. The audience is said to have full control over the effect media has as the effect can be chosen by the audience themselves depending on what they watch. The theory is closely related to human psychology of needs, influence and motives.
The human uses and gratification can be set into five broad categories:
Affective needs which talks about emotional fulfilment and pleasure like soap operas series on television and movies. People like to relate to the characters in the shows in emotional ways and they can laugh and cry when they do.
Cognitive needs which is what people use to get information and fulfil their mental and intellectual needs. These viewers usually watch the news, documentaries, quiz programmes and D.I.Y videos etc. Online media and the internet is also being used for educational purposes.
Social integrative needs usually the need of each person to socialise with people like their family and friends. These people like to use social media like Facebook and Twitter etc which increases social interactions and provide people with topics and ideas to discuss with friends and family and increases social interaction skills.
Personal integrative needs which are needs for self-esteem and respect. People need reassurance to establish their status strength and power etc. They use media to watch advertisements to know which fashion products are in style and stop accordingly to change their lifestyle and fit in with other people.
Tension free needs are where people listen to music and watch television when they are stressed and do this to relieve the stress or when bored. People use media to help escape the various tensions in their life that they don’t want to face.
The viewers for my documentary will fit into the category of cognitive needs because I am creating a documentary which is educational and will satisfy their mental and intellectual needs.
Bajracharya, S. (2019). Uses and Gratifications Theory – Businesstopia. [online] Businesstopia. Available at: https://www.businesstopia.net/mass-communication/uses-gratifications-theory [Accessed 20 Mar. 2019].
How will this help me
This theory will help me when I’m planning and writing my interview questions and when I come to writing my voiceover script. When I have sorted my interviews, I will be writing the questions out for me to ask and they will be questions asking them to give information on the different things in the city such as when I am interviewing the historian, I will be asking him to give me some facts on the docks which means I will be giving the audience what they want which is for educational purposes.
In my voiceover script, I will be writing the introduction, different parts of the documentary for when I introduce each contributor between scenes. When the voiceover comes in, I will be giving different facts that I will have gathered from my research and have it for different segments, for example, when my musician is being introduced, I will have them talk about the music in the city saying something like ‘Liverpool is one of the only cities in the world with artists that have produced the most number one hits.’ This is feeding my audience knowledge that they may not have known before and then this will be satisfying my audience’s needs.
UPDATE
How has this has helped me
This theory has helped me when creating my documentary when it comes to filming, writing my interview questions and writing the Voiceover Script because I need to fulfil their intellectual needs by giving them information all the time. When writing my interview questions, I have asked them or to explain things that my audience will learn for example, I asked in my Frank to give some information on why the docks opened in 1846 and then this lets the audience know that the docks opened in 1846 and then they find out what more information on the docks and how they helped Liverpool as a city.
When writing my script for the voiceover, I gave out some facts that I got from my research and put it into my voiceover and I didn’t have an interview for the football and art section so I used a voiceover to give some facts and this way I am giving the audience what they want. For example, I talk about when Everton and Liverpool football teams were founded and the development of football in the city, this is feeding information that most people wouldn’t know about and they are learning new things.























