Uses and Gratifications

Uses and gratifications

The way in which we use the media rather than the way in which the media uses us. We use the media for your own use and can look at what we want and do what we want. The use of the internet and other media such as films, are all created for or individual viewing. The media itself can be optional, ranging from television to advertisements. The main use is to understand how people search for the different types of media to satisfy what they want. The theory itself is a audience focused approach to the mass audience communication. It mainly refers with what people do with media rather then what the media does to the audience. 

Relation to social media-

-          Facebook- we use it browse and see what people are doing

-          YouTube- we use it to watch what we want to watch

-          4oD- we can watch shows that interest us

Positives

The theory itself is very audience based in terms of its about what they want nothing else. The audience itself makes their own decisions. Some more of the positives would be, the audience can access a wide range of different social media and other sites without the possible chance of being  forced to view something that they does not want to. At the end of the day, the media is there for us to look at and view what we want. 

Criticism

People have disrupted the theory as the public believe that have no control over the media and what they produce on it. This refers to films and TV shows, the production of the media I usually made for the entire benefit of the producer and director. Another criticism would be that, on certain social media for example YouTube, there is a lot of advertisements that can't be skipped. This is proof that the theory has  some downsides to do with the viewing what you want.