Research Audience

Research Audience:

Uses and gratification:

Passive <--------------Audience-------------->Active

Assumes that media audiences are passive - Media effects theory

Active audiences are more discerning - They actively seek out texts to have their needs met or gratified.

USES:

1. To be informed 

• Performance
• Self-identity
• Perception by others
• Interesting-growing

2. To be entertained

• To be amused / distracted

3. As escapism

• Stressful world

4. Catalyst for social interaction

5. Sense of identity