Gratification Theory

Features of Uses and Gratification Theory

• Audience is taken as important and goal oriented.
• The source of media is chosen by audience as per their own needs.
• This theory gives alternative choices on media for the audience.
• Media is taken as a means to an end.
• Uses and functions of media are different from a person to another and from one situation to other.

Why do people listen to radio?

People love listening to radio according to a recent survey by Edison research - It's ability to connect listeners with new music, both local and global news, and the added benefit of going mobile are the main driving factors why audiences keep coming back for more.

Threats and how they deal

For media and broadcasting organisations, the threat of having their websites forced offline is a significant. To understand the threats to broadcasting and media they outlined steps they can take to prevent and mitigate potential threats.

Security professionals must understand the other threats that pose risks to their industry, including extortion, propaganda, malvertising and leaked data. By understanding the people targeting your organisation – as well as the tools they are using – organisations can take a more proactive approach to security.

What does radio as a media form offer audiences?

What did radio one in 1967 offer its audience? 

Tony Blackburn opened Radio 1 on 30 September 1967 at 7.00am, with Robin Scott, then Controller Radio 1, standing over him!

The station set out with a blank sheet of paper to create a new style of radio, a ‘DJ style’, by that time heard only on the pirate radio stations, which had recently been forced to close.

Blackburn played "Flowers in the Rain" by The Move as the first track. On air next was Leslie Crowther of Crackerjack fame, then a five minute quiz with Duncan Johnson. The next big music show of the morning was a lively mix of tracks with Keith Skues, who can still be heard on air, late night on local radio.

John Robert Parker Ravenscroft OBE, otherwise known as John Peel, was not just a Radio 1 DJ, he was also a record producer, and lover of Eurovision.

As the longest serving of the original BBC Radio 1 DJs, his time at the station was hugely varied. He was the first to play psychedelic rock, was always willing to try out new bands never before played on the radio on his "Peel sessions" programmes, he loved Star Wars memorabilia, football fanzines, and amassed a vast collection of vinyl LPs.

Pirate station Radio London was Kenny Everett’s first broadcasting ‘home’ where anything went, and anarchy ruled.

Broadcasting from a ship moored in the North Sea, Everett’s crazy sense of humour was heard from day one in 1964, but by 1967 the pirates had been shut down and Everett was snapped up by the new Radio 1.

Nothing would reign him in, and BBC management was never quite sure what he might do next. Hugely creative, Everett sung all his own ‘jingles’, and invented a raft of fictional on-air characters including the hilarious ‘Lobelia’ May.

What does apple beats offer its audience?

How has technology changed gratifications on offer to audiences?

                     Over the past few decades, technology has truly revolutionised our lives.  Perhaps one of the biggest transformations has occurred within mass communication.  Prior to the industrial revolution, society had a virtually nonexistent form of mass media.  However, as life began to transform, mass communication began to grow in all aspects.  With each decade within the twentieth century, edge-breaking theories were presented in relation to the communication field.  Two theories that brought forth a relatively astonishing perspective to this field were the Uses and Gratifications Approach and the Dependency Theory.  These theories truly revolutionised the way one characterises mass communication.
            Elihu Katz first introduced the Uses and Gratification Approach, when he came up with the notion that people use the media to their benefit.  The perspective emerged in the early 1970’s as Katz and his two colleagues, Jay Blumler and Michael Gurevitch continued to expand the idea.  This theory was contemporary because it contradicted older views that assumed the audience was a passive group.  The Uses and Gratifications Approach views the audience as active, meaning that they actively seek out specific media and content to achieve certain results or gratifications that satisfy their personal needs

Do you think radio will still exist in 10 years time? And why?

Yes because even though you can just look news up people like to listen to it and the music it plays in between bits and pieces of news and adverts