Uses & Gratifications Theory

Diversion

Diversion is considered to be the main form of escapism within the Uses & Gratifications theory. It enables audiences to escape from everyday problems using multiple types of media. Television shows, Books and Music are a few examples of media that audiences can focus upon, as oppose to letting personal problems get the better of them.

Diversion could affect audiences in many specific ways. For example, someone may choose to watch a TV show for entertainment purposes, which lets them use the satisfaction to help mend any problematic issues that are occurring around the same time. Another individual may find diversion in the form of reading a book, which helps them relax. Music is a specific factor which is influenced by diversion. When people want to escape from their surroundings, they tend to find that music is effective here as it enables them to focus more on the lyrical and ideological side of things.

Personal Relationships

Personal Relationships is another factor which is within the Uses and Gratifications theory. This is where the audience uses the media for their emotions and other sorts or interaction. The media is used to gain insight into circumstances of others social empathy. It also gains a sense of belonging.

Personal relationship could affect audiences in many ways. For instance a magazine by reading up on the latest news you are able to keep up to date with your friends about what is going on. Another type of diversion could be TV for the exact same reason it helps you keep up to date with your friends’ news or shows that you are both interested in.

Personal Identity

Personal identity is when you use the media to find out things about yourself. This may be in the way of how some characters are presented which may reflect upon us in some way. Personal identity through media helps reinforce personal values as well as gaining in

Personal identity could affect audience through a newspaper or magazine as it advertises opportunities in which that person can get involved in or there may be a story in which a person would be able to relate to. Another way personal identity is used in media can also be the TV there may be a certain character on a show which someone can relate to who may reflect themselves in some way.

Surveillance 

Using the media to find out about events what are going on around us. People use media for surveillance as they may be seeking advice on practical matters decision making or opinions on something in particular. It may also satisfy a person curiosity or to help them learn something. Surveillance in media could also be used in a way to gain a sense of security through knowledge.

Surveillance may affect an audience through the use of many types of media, for instance a magazine as people might be able to get the latest on a celebrity life. This could also be done through another type of media like TV as there are many shows in which celebrities are filming their lives or the news in general help tell people what is happening in other people’s lives.