Gratification is an influential tradition in media research. This focuses on why people use particular media rather than on content. Gratification is one of the broader trends among media researchers and is concerned with ‘what people do with media’, allowing for a wide variety and lots of interpretations. On the other hand, some people say that gratifications can be seen as effects – e.g. thrillers are likely to generate similar responses among most viewers.
Gratification has four main elements in media use. These are:
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
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