Radio and Audience Theory

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USES & GRATIFICATIONS THEORY

Uses and Gratifications theory as developed by Blulmer and Katz suggests that media users play an active role in choosing and using the media. Blulmer and Katz believed that the user seeks out the media source that best fulfils their needs.
The uses and gratifications theory assumes the audience chooses what it wants to watch for five different reasons.
Information and Education – the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries.
Entertainment – Viewers watch programmes for enjoyment.
Personal Identity - Viewers can recognise a person or product, role models that reflect similar values to themselves and mimic or copy some of their characteristics.
Integration and social interaction – the ability for media products to produce a topic of conversation between people. For example who is the best contestant on The X-factor who which was the best goal shown on Match of the day.
Escapism – Computer games and action films let viewers escape their real lives and imagine themselves in those situations.

  • Transparency
    • Finding out what is really happening, seeing behind the scenes, seeing into hidden or private places
  • Energy
    • Seeing people involved in energetic activities, including sports
  • Intensity
    • The emotional drama and excitement of conflict; arguments, tension & suspense, life & death situations
  • Community
    • Working as a team, having a group of friends; 'people' who need you
  • Abundance
    • The plentiful supply of money or material goods like clothes, technology, cars etc.



Q. What does radio as a media form offer audiences?
It offers people free ways to listen to the nes and music
Q. What did Radio One in 1967 offer its audience?
Diversion - Music broadcasted allows listeners to divert from the real world and focus on the music.
Personal Relationships - Quizzes and questions asked to the public while broadcasting live.
Personal Identity - Listeners have previously listened to Tony Blackburn on Pirate radio so therefore they are already familiar with him on BBC Radio 1. This means they have a personal connection with him.
Q. What does Apple Beats Radio offer it's audience?
Beats 1 isn't about radio, it's about music. Most radio stations offer local news, travel, information and entertainment so Apple's new single radio station won't have much of an impact on most of them. People who listen to local radio generally don't listen for the music.

Q. How has technology changed the gratifications on offer to audiences?


Q. Do you think radio will still exist in 10 years time? Explain why.
Yeah because older generations enjoy the radio it is something from the 1900's memories could occur or they might just like them.















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