Uses and Gratification Theory

Blumler and Katz

The Uses and Gratification Theory is a popular approach to
understanding mass communication. Their theory places more
focus on the consumer, or audience, instead of the actual
message itself, by asking what people do with media rather
than what media does to people. It assumes that members of
the audience are not passive but take an active role in in
interpreting and integrating media into their own lives. The
theory also holds that audience are responsible for choosing
media to meet their needs. The approach suggests that people
use the media to fulfil specific gratifications. This theory
would then imply that the media competes against other
information sources for viewers gratification.
Overall four main reasons:
Knowledge/information: People seek knowledge from the media
they use
Relaxation/entertainment: People may want to relax, take a
break from their lives and be entertained by magazines or
television
Social Interactions: People seek information about their
friends and social interactions that will take place. For
example, social networking sites such as Twitter or Facebook,
may provide information for social gatherings.
Escapism: People want to escape their own lives. This can take
the form of many different types of media rom reading a
magazine to sitting watching a television programme.
Personal identity: People may also want to relate to the
desirable characteristics of people in the media. They will
then apply it to their real life to become a better person.

Uses and gratification for my horror sequence

Information: Since horror film are usually set in a normal
town or village, to create contrast and juxtaposition, the
audience members may find securely in knowing what to do in
the unlikely event of it happening to them. Or knowing what
kind of thing victims do and make sure they do the opposite,
to avoid confrontation or dark end to their life. Curiosity is
what I hope people will feel when they see me final

production, as my storyboard and script show a good indication

of what it is.
Personal Identity: In horror films most of the characters
(usually the supporting) are in danger for the majority of the
film. During these moments in which they are, the characters
generally show personality traits that wouldnt have come out
if they werent put into a dangerous situation, such as
bravery, intelligence and desire. The audience members in
return may want to copy their character arc, to become better
people, or they may judge whether the actions of the
characters in the film were right or even reasonable.
Entertainment/Escapism: In the horror genre, people may put
themselves in the position of the different characters to
escape their own lives and enter a fictional one. Some people
may want to live in the world that inhabits the characters, or
maybe some people want to live out their wildest fantasies and
be the serial killer in a slasher film, or any type of
antagonist. To some, and a lot of people, entertainment is a
good way for people to enjoy their free time and let them get
away from the hard struggles of everyday life. In addition,
just by watching my production, the audience gets to spend two
minutes watching a sequence which they could get themselves
absorbed in if it turns out to be any good.
Social Interactions/Integration: If audience members saw the
sequence, they may want to talk about it after and discuss
what the hidden meaning is and talk about the protagonist,
etc. Maybe conversations will be about the main character and
trying to learn in depth about his psyche.