Hi! Last week we have talked about the media effect model and for this week, I am going to discuss the “Uses and Gratifications” theory.
What is it?
Uses and Gratifications theory, introduced by Blumler and Katz, suggested that people actively use media for their own needs and satisfaction instead of the audience being passive and vulnerable to media. There are five main reasons explaining why people need to refer to the media:
1. Cognitive needs
It refers to people using media to acquire academic and intellectual knowledge. For example, students do research for their assignments, searching for articles as references. They take the initiative in using the media as they are looking for something that helps with their needs of finishing tasks.
2. Affective needs
This is relating to people’s emotions that they use media to satisfy their emotional needs. People watching soap operas to entertain themselves, fulfilling their dreams of being a pretty girl meeting a perfect boy.
3. Personal Integrative needs
Relating to people’s self-esteem. They want to stabilize their social status. Buying products after watching advertisements to show that they are affordable for those goods and to increase their self-esteem.
4. Social Integrative needs
People communicate with their family and friends through social media such as Facebook, WhatsApp and Instagram but not having gathering to have direct interaction. It may also refers to people trying to have common topics with friends so they watch a particular TV programme not because they are interested in it.
5. Tension free needs
People use media to escape from reality. Watching movies and playing online games to relax.
The uses and gratifications theory explains our reasons for using the media. As mentioned before, people take the initiative to use media. I personally think that this theory can better explain how and why media could affect people to do certain things than the media effect model. We do everything for a reason. For me, I am now having over 10 tabs on Google Chrome, searching for information on this theory, fulfilling my cognitive needs! We eat because we are hungry, we watch news because we are curious about things happening around us and we often use media to entertain ourselves.
People being affected by media is because they actively use the media but not the media forces them to use. Media effect takes time. For example some may be interested in action movies so they keep on watching similar kind of films, and that’s why they are being influenced by those movies. Watching one movie would not affect the minds but when they actively and continuously watch same kind of movie, they would eventually be affected.
Survival International
Survival International is the only global organization striving human rights for tribal peoples. They found that gaining public’s attention and support is more important and efficient than only publishing information about tribal people’s problem and lobbying in international forums. Actions are elevated to global movements by their supporters around the world to raise people’s awareness towards the needs of protection of tribal people.
The video shows one of their participated project. A multi-national mining company (Vedanta Aluminum) wanted to mine the Niyamgiri Hill as there were materials for aluminum. However it was a sacred mountain to the Dongria Kondh tribe and they relied on the rocks under extreme weather conditions. Later on, Dongria’s film was released online and people were aware of this issue, sending letters to the Indian government and having protests in India and worldwide. At last the Dongria Kondh were allowed by the Indian government to reject the mining project and saved the mountain.
Survival International works as partner in this project. They successfully got people’s attention, not only Indian but also people from different parts of world. This shows that it is important to get people’s support in order to overthrow a decision of the government and that’s what lobby groups trying to do.
At a denotative level:
-It is just a simple image with two hands.
At a connotative level:
-The white area may gradually be narrowing down and at last being covered by the red.
-The two hands may be waving, seeking help.
-The hands may also be handprints representing live—some people may do baby handprint for newborns.
At a mythic level:
-This is a sign calling for action. If people do not pay attention to problems that tribal peoples face, they will be risking annihilation someday.
-The red area represents blood. Tribal peoples are having fatal challenges, such as Dongria Kondh tribe losing their habitat. If they cannot get help from people, they will risk annihilation so this image is actually telling how urgent the situation is and to call for action.
Survival International is urging people in different parts of the world to join them in protecting tribal people’s human rights. As they are the minority group, some people may neglect their needs. Although there’s not much we can do, at least we could pay close attention to their projects or donate to support.
Thank you for reading! Hope you don’t feel bored!XD
References
- Communication Theory–Uses and Gratification Theory. Retrieved from https://www.communicationtheory.org/uses-and-gratification-theory/
- Elizabeth, P. (2014, January, 30). Uses and Gratifications. Retrieved from https://www.oxfordbibliographies.com/view/document/obo-9780199756841/obo-9780199756841-0132.xml
- Survival International. Retrieved from
https://www.survivalinternational.org/info
Josie's Blog 
Short and amazing post you have here!
I like your choice of the lobby group – the survival international. Historically, non-native has encroached into the territory of the tribal people, often led to the misery and ultimately the demise of the native. The increasing awareness for these group of people is especially important with the rise of urbanisation in the developing countries. Your interpretation of the official logo of survival international shows your clear knowledge of semiotic effects. Back to the top, you have cleverly weave in your points with clear explanation.
Great job, Josie! 😀
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Hello Josie!
You did a great job explaining your research! Opening 10 tabs just for this research was worth it as you explained your points well! I agree with you that media effects takes time. If we learn how to control ourselves and know the limit, the effects of media would not be as harmful as what many people claimed. Self-control is very important as most of the time our psychological behaviour is the main issue to many problems.
Your choice of lobby group was also well explained and you interpreted the logo using the semiotic effects well!
I agree that even though sometimes we can’t be of much help to such organisations, it is important for us to at least give them our attention and help to promote their message to the people around us.
Overall, you did a great job explaining your points!
Looking forward to your next post! 🙂
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Hi Josie, I liked reading your post very much. It was well organised. The video you have attached was informative. Even the images used are speaking images. It shows the meaning of the post effectively. This is a reader friendly post. It was short but very useful. As JY has mentioned, the way you interpreted the logo was very good. A real piece of information to keep in mind as we see urbanization happening all around us. Really enjoyed reading your post. Looking forward for more of your words.
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Hey there Josie! First off, this is a wonderfully written post! Although, I was a bit-taken aback by the bright white background at first, I came to see overtime that it suits your blog’s style! I think you did a great job with your descriptions on the 5 needs media consumers gratify when they choose the different types of media! You went on to include a link of a video which briefly elaborates the Uses and Gratifications theory (easier to show a video than to type an entire essay right?)! Anyway, your example of the ‘lobby’ group was very unique. It discusses the problems tribal people face and how the organization you stated is fighting for their human rights! It is very saddening, yet heartwarming to hear someone is out there fighting for their basic rights! I look forward to more of your posts in the meanwhile, keep your mask back on! Till next time! Ciao!
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