Uses and Gratification Theory

What is Uses and Gratification Theory?

Uses and Gratification theory is used as an approach to understand why people use particular media and what they get out of it based on their personal preferences.

Elihu Katz introduced the Uses and Gratification theory, when he discovered that majority of people use media to their advantage.When Katz expanded the theory which he then published in 1974, he stated that individuals choose to use different texts for different purposes.

Surveillance

Surveillance is about individuals feeling more safe when theyknow about different things going on around them. Theaudience also get reassurance when they watch a horror film asthey know it is not real and they are not personally in danger.

If an individual watches a horror film and someone gets kidnap they feel more reassured as it is nothappening to them.

Escapism

Escapism allows individuals to escape theirpersonal life and forget about their problemswhilst watching the film. The individual couldwatch a comedy due to feeling depressed as amethod to feel better about themselves. Thismethod also used by individuals for relaxation,is for example, unwinding after a stressful week atwork.

Personal Identity

Personal identity is when the viewer compares theirlife with the life of a character within the film. Individuals who have similar lives to a characterbegin to feel close with the character as theycan relate well to them. On the other hand, viewerscan compare their lives to a character in the film and find many differences between the twopersonalities. This leaves the viewer thinking aboutthese differences.

Personal Relationships

Cinemas and Television are types of media thatcan create a connection between people as theyhave watched something together and witnessedthe same things, therefore, giving them somethingto discuss. They could watch a scene of somebodybeing killed and as a result of this they would beable to feel the same terrifying emotion.

RecognitionViewers can recognise the genre of a film due to familiar conventionsand character types. The typical conventions which we will be using willbe extreme close ups as this will portray the emotions felt by the actor,this will be so the genre of the film is clear to the audience. We will also be using low key lighting throughout our opening sequence as this will help to set the scene. Another typical convention which we will be using willbe using a female as the victim in order to portray representation ofgender. However, we will also be trying to incorporate other conventionswhich are not as common such as use of hand-held camera to make theaudience get a sense of realism. Another uncommon convention which we willbe trying to use, is a twist. We will also be using a vulnerable looking girl asour protagonist as in a variety of different genre films, females are representedas being weak and inferior.

Information in our film

Satisfying curiosity and general interestThe viewer will begin to feel curious about what willhappen next and how the main character, Zoe will beaffected.

Integration and Social Interaction in our film

Gaining insight into circumstances of others; social empathyThe audience of our film begin to feel scared and nervous for

Zoeas they fear for her safety.

Finding a basis for conversation and social interactionAfter watching the film the audience can form interactions witheach other by discussing the film and how it personally made them feel.

Entertainment in our filmEscaping, or being diverted, from problemsBy watching our film the audience will be able to forget about theirown personal problems and escape from their personal lives.RelaxingBy watching our film certain audience members will gain pleasure ifthey find films entertaining and relaxing to watch.Filling TimeMany people who watch our film could use it to fill spare time whichthey have in their lives. This will provide entertainment whilst theyrelax.Emotional Release Many of our viewers will feel emotion for our actress, Zoe as in the filmher vulnerability is taken advantage of.

What will the audience get out of our opening sequence?

From our opening sequence we want ourviewers to be entertained and intrigued intowatching the rest of the film and left on theedge wondering what is else to come. We will

dothis by using typical codes and conventions of ahorror film.