We’re halfway through!
In today’s blog I will be talk about the second tradition of media studies. Last week I wrote on the ‘media effects’ model and how it is seen that we as audiences have no control over our thoughts and actions when exposed to media. Today, we’ll be talking about how we are DO have control and the choices we make.
Uses and Gratification Model
The uses and gratifications model refers to why audiences choose to consume certain forms of media and how it benefits them. The model can be broken down into 4 basic needs:
- DIVERSION
This refers to the need of escaping everyday problems. It could be media that provides a sense of relaxation from their everyday lives or something that overall elevates their emotions and makes them feel better.
I commonly use Facebook to find memes because they make me laugh a little after it’s been a really long and hard day.
2. PERSONAL RELATIONSHIPS
More often than not, people tend to crave interaction and relationships and sometimes people aren’t always able to find it. The media can be used to form these relationships easily with just a few steps. One very good example would be Discord, a chat app that allows you to talk to people from all around the world that share some of your common interests.
Pretty sweet right?
Check out this article about it! Why Discord is my new online home.
3. PERSONAL IDENTIFICATION
Personal identification is wanting to be able to define who you are and to feel represented. Some people even absorb personalities from characters that they see in the media to better understand themselves.
Sort of like identifying yourself with a confident superhero on television and absorbing his confidence into your everyday lives. We all need a little boost sometimes!
4. SURVEILLANCE
Audiences use the media to make sure they are up to date with what’s going on in the world and to gain information about it. We all know an aunt or uncle who loves to share news articles on Whatsapp to their family members!
Currently, everyone is on the media to be constantly updated on the latest news about the Coronavirus and whether or not we need to panic-buy groceries.
What would a Uses and Gratification research look for?
It could stand to look for the reason behind the increase in media usage and how what the society is gaining from it. Some people may use it for one need while others may use it for even more than I have mentioned. The possibilities are endless. There are multitudes of reasons as to why audiences consume the media that they do.
To further note:
Bayer AG is one of the world’s largest pharmaceutical companies. Founded in 1898, one of Bayer’s biggest drug sellers is Aspirin. The drug is used to reduce pain, inflammation and fever. It is commonly used for headaches as well.
In 2016, Bayer released an advertisement that received many different responses. It received awards at the Cannes Lions Festival and also received hate from millions worldwide.
On a denotative level: This is a picture of a quote said by someone.
On a connotative level: This quote can be seen as the conversation between a sexual predator and their victim.
On a mythical level: Bayer is promoting their drug to sexual abusers who enjoy filming their victims and reduces headaches for difficult victims.
Despite being part of a bigger campaign, many went on to argue that this advertisement was sexist and specifically targeted at making things easier for men. At the awards, the recipients were also ALL men which added fuel to the fire.
Bayer has spent a whopping $13 million on lobbying in 2018.
It was a lengthy post today but hopefully a beneficial one for you! Cheers!
chelsea evangeline smith 
Hi Chelsea! Great blog post, easy to read, easy to understand. Great to know that you use Facebook too! I feel like a lot of youngsters nowadays do not really use it as they deem it as an “old people app” where only older adults use it, and they are more into Instagram and twitter. I on the other hand really like Facebook, there is way more gold, time worthy content on it that really entertains all of us like for example, something you stated, the memes! I can spend hours looking at it.
I also understand the need for surveillance!, Recently people have been posting on groups on the issue of barbaric people clearing out the shelves at major supermarket, we are able to save time because of this as we will not need to make a wasted trip down.
My opinion against the advertisement is definitely in the negative area! Using such words that may cause post traumatic disorder to sexual victims is just wrong and immoral. Although this advertisement is extremely controversial, it has definitely gained a lot of attention through infamous ways!
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