Uses and Gratifications Theory
The uses and gratifications theory is the study of the way the general public consume and react to media. It states that "consumers use the media to satisfy specific needs or desires." Meaning that many people will use social media, such as Twitter, to seek out entertainment along with the finding of information and to communicate with those who have also watched the programme, for example. Or alternatively, to show expression and opinions of a programme. The use of the social media after watching a programme or film, determines the reaction to the media and determine the way it is used.
A typical study of uses and gratifications explores the reasoning behind media consumption coupled with the consequence associated with it. For example, a strong example to use is the use of Twitter during the Britain's Got Talent live final. Many will often tweet their thoughts on each act and interact with others, doing the same thing. It has been identified that this media consumption is done for many purposes, including, relaxation, social communication and entertainment.
-Caera Mendez
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