audiences uses and gratifications

Active audiences:

• when they can interpret and have their own opinion of media text and seak their own gratification 

Passive audiences:

• they except all the messages encoded in media text and therefore are unable to interpret and have their own opinions 

The uses and gratifications theory

• The use sand gratifications assumes audiences actively seak out mediate o satisfy individual needs 
• Blumler and Kats (came up with this theory)
• P.I.E.S

P= personal identity 

• finding reinforcement for personal values 
• finding models of behaviour 
• identifying with valued other 
• gaining inside into oneself 

I= information 

• finding out about relevant evens and condition in immediate surroundings, society and the world 
• seeking advice on practical matters or opinion and decision choices 
• satisfying curiosity and general interest 
• learning; self-education 
• gaining a sense of security through knowledge 

E= entertainment 

• escapism, or being diverted, from problems 
• relaxing 
• filing time 
• emotional release 
• sexual gratification

S= social interaction 

• gaining insight into circumstances of others; social empathy 
• identifying with others and gaining a sense of belonging 
• finding a basis for conversation and social interaction 
• having a substitute for real life companionship