Looks at the audience as an active audience. how the audience react to the media. And how they choose to watch the media.
5 reasons why we watch the media.
1. Informed and educated e.g news, documentaries.
2. To be entertained
3. Identity - Might identify to certain characters. Learn from people around us. If we watch a lot of television we might see character traits that we like and sort of mimic them. Reinforce personality traits. Gaining identity through television. People find it concerning because of violence and body image in fashion.
4. Integration and social interaction - People watching the same shows and chat about them. Reality heightens this with phone ins to get involved
5. Escapism
A lot of research into this theory happened before the media boom. Though has been developed to take into account social media such as Facebook or mobile phones. Have we all got media dependancy?
I know this theory is more about television. But a persons toy collection could link to a specific TV show character that they love and which then sparks the collection. Back in the documentary 'The hoarder next door' where …had a huge Spongebob collection. This character originated as a television show character. Looking at the 5 reasons above I feel that she could of connected with reasons 2, 3 and 5 and they are possible reasons as to why this collection began.
Grant Abbitt (2014) Uses and Gratifications - audience theory. Available at: https://www.youtube.com/watch?v=Vn9_0mTfT3Y (Accessed: 24 November 2015).
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