Uses and Functions of the Media

Uses and Functions of the media mainly focuses on two key factors of our usage what the media can do for us as well as what we receive from the media. Uses and Gratifications theory established by McQuail (1969) looked at the four key components which make up our interaction with the media:

Surveillance- Knowledge of the world around us.

Personal Identity- Use of developing and expressing identity.

Personal Relationships- Use in building and sustaining relationships.

Diversion- Escapism, fantasy and pleasure we receive.

The theory is concerned with the goals of individuals instead of looking at the mass or group opinion something which can be viewed as both a pro and a con of the study.        Within uses and gratifications we are also seen as “passive” participants when we consume the media, something which isn’t always accurate. However, uses and gratifications theory is still one of the most highly used theories across all of media and has been replicated a number of times by theorists including Katz et al, Leung and Wei and Grellhesl and Punyanunt-Carter.

Another well-known study looking at uses and gratifications is Bumgarner (2007) who looked in to the early stages of Facebook and the uses that people received from it as well as the gratifications as to why the social media site was so popular. His study allowed theorists to analyse a modern and mainstream form and apply it to uses and gratifications to see whether the theory still fit in to everyday society. The main issue with the theory today is that it is outdated as Facebook has evolved from its initial usage and has outgrown the theory which Bumgarner tried to apply to it.

User generated projects such as Facebook and Instagram continue to grow and change to fit with the mainstream ideology, this enables uses and gratifications to change and adapt to fit with the moving times. Modern studies looking in to social media has allowed us to further understand the reason why society has become so infatuated with modern technology and the change from its initial inception. Convergence of new devices has also allowed the media industry to move forward with the introduction of newer technology allowing transmedia to become easier than ever, something which will without doubt continue to change the way we use media.

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