Applying U+G theory

(to be adapted)

See the links lists for links to resources on Uses + Gratifications theory. You'll also find many Googlebooks references if you google this! (eg)
Here's the Wikibooks link.

A very useful theory not just to discuss in terms of the general active v passive audience debate, but also to apply...

Take any text we have looked at, or that you have personally studied, for this exam. Consider the four uses Blumler and Brown, building on Lasswell's (1925) work suggested audiences apply to the media:

Diversion—Escape from routine and problems; an emotional release.
Personal Relationships—Social utility of information in conversation; substitution of media for companionship.
Personal Identity or Individual Psychology—Value reinforcement or reassurance; self-understanding, reality exploration.
Surveillance—Information about factors which might affect one or will help one do or accomplish something (Severin and Tankard, 1997) [from wiki]

How would different audiences respond to a given text? Consider Scots and English audiences for Braveheart; Northern Irish and English audiences for Mickybo and Me; Scottish and English audiences for the Scottish Sun's "cocky English" cover story; Unionist and Nationalist N.Irish for Hidden Agenda - you can apply this to any text.

When doing so you could also make reference to Stuart Hall's theory of readings, in which he argues that meaning resides as much in the audience as the text itself, reversing traditional 'passive' audience theories for a more 'active' conception of the audience.

There are many audience theories you can consider... [slideshare Ppt should appear below]

Audience Theory from zoe currie

I might embed an A2 pack on audience theory later

Here's a clear U+G summary from the BBC.

Here's an excerpt from a detailed overview of the theory, breaking down Dennis McQuail's original categories, with examples of how specifically they might be applied when engaged in semiotic, especially audience (including 'mode of address'), analysis;

An empirical study in the U & G tradition might typically involve audience members completing a questionnaire about why they watch a TV programme. Denis McQuail offers (McQuail 1987: 73) the following typology of common reasons for media use:

Information

• finding out about relevant events and conditions in immediate surroundings, society and the world
• seeking advice on practical matters or opinion and decision choices
• satisfying curiosity and general interest
• learning; self-education
• gaining a sense of security through knowledge

Personal Identity

• finding reinforcement for personal values
• finding models of behaviour
• identifying with valued other (in the media) 
• gaining insight into one's self

Integration and Social Interaction

• gaining insight into circumstances of others; social empathy
• identifying with others and gaining a sense of belonging
• finding a basis for conversation and social interaction
• having a substitute for real-life companionship
• helping to carry out social roles
• enabling one to connect with family, friends and society

Entertainment

• escaping, or being diverted, from problems
• relaxing
• getting intrinsic cultural or aesthetic enjoyment
• filling time
• emotional release
• sexual arousal

...