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 SESSION A.1 : HANDOUT

HANG OUT YOUR DIRTY LINEN.
(USES AND GRATIFICATIONS.)
 
The pleasures of media.

Generally, media analysis focuses on the influence of the media on the human psyche and subsequent human behaviour. However, sociological analysis also has an interest in how people approach the media, in how we use the media and the gratification's media offer to people.

This area of research offers us concepts and tools that can enable us to see things we might otherwise have neglected. This approach also can shed some light on why certain movies and radio and television programmes are so popular. This can be a useful body of knowledge to inform our productions as community broadcasters.

·For example, we should have a clearer view of why specialist music, local news and interviews, across all our programmes, prove so popular on community radio. An understanding of just why people find media, and particularly a very local media, attractive, would help us to make our project even more useful to the local citizens.
Consider also;

Even if certain programme formats (e.g. soaps, celebrity chat shows,) appear frivolous, they obviously perform an important function in the lives of their audience. What is it?
So, on the basis of the sociological assertion that people do use the media (often without being conscious of it) for personal gratification, how could we utilise this information to enhance our contents and the lives of local people?

Researchers in this field have devised a simple typology to explain audience motivation. This is based on the following general headings;

Information, Entertainment, Personal Identity, Integration and Social Interaction.
These categories roughly correspond with recognisable characteristics of media texts and a checklist of uses is provided for your information;
 
A Check List of Uses

People want to be entertained. To be put in a happy mood. The media are a source of pleasure.

To share experiences with others in the community. Local media can give people a common frame of references. Can permit them to share in the cultural pursuits and local developments.
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To satisfy a natural inquisitiveness. To be kept informed about local stories and events.
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To find distraction. People, who have a sense of alienation or are stressed, often use the media for escape.
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To experience empathy. The media allow us to share in the joys and sorrows of our community and further afield.

These are just some of the uses people put the media to. You may be able to add to this list from your personal media experience.
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The uses and gratification approach highlights the powerful pull of the media. However, we need also to remind ourselves, that if the media are so popular because they do so much for us, what are they doing to us?

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