Abstract
The uses and gratifications theory has played a major role in helping to explain how and why different types of media have been consumed since the 1940’s. In this paper, we will take a look at what the theory is, the research history behind it throughout the decades, the process of the theory and how the uses and gratifications theory are used in public relations.
Introduction
The uses and gratifications theory is used to explain why people use specific media types to fulfill their different needs. The main purpose of this paper is to give a detailed look at the uses and gratifications theory and how it is used to achieve public relations goals. The uses and gratifications theory is about understanding the audience and their specific wants and needs that are fulfilled through their choice of media. When public relations professionals understand their specific audiences’ wants and needs, they can reach their target audience better by helping them to fulfill their needs through different media platforms.
Description of Theory
The uses and gratifications theory studies audiences that are active media users, have goal directed behaviors, and are aware of their needs of satisfaction, seeking out specific media to fulfill those needs (Katz, E., Blumler, J. G., & Gurevitch, M., 1973).
The uses and gratifications theory has been thoroughly studied dating back to the 1940s and 1950s with researchers wanting to determine why audiences decided to engage with different types of media (Ruggiero, T. E., 2000). The early studies had a behavioral approach and tried to link their gratification statements into groups, as well as these studies did not try to find psychological reasonings as to why these behaviors occurred (Ruggiero, T. E., 2000). In the 1950s and 1960s there was a shift in the research that was more psychological and functional based rather than a behaviorist approach (Ruggiero, T. E., 2000). A study done by Klapper (1963) helped to usher this new way of thinking into mass communications research by saying that the consequences (gratifications) needed to be analyzed rather than labeling them and moving on (Ruggiero, T. E., 2000). Other studies done during this time also found that race and social class played a big part into the theory by Greenberg and Dominic (1969), and Gerson (1966) (Ruggiero, T. E., 2000). In the 1970s, researchers focused on gratifications sought vs. obtained as well as seeking out audience intentions and motivations (Ruggiero, T. E., 2000). The theory had many critics for lacking a true theoretical approach until the 1980s and 1990s. The approach was refined by specifying what the methods are and how they were studied, which are the motivations and gratifications of specific media use (Ruggiero, T. E., 2000). Uses and gratifications theorists also identify the audience as being ‘active’ in their media use, which means they are being motivated by a need to use a specific type of media (Ruggiero, T. E., 2000). Having the identification of an active audience helps to validate the theory further in today’s society because there are so many types of media to choose from (Ruggiero, T. E., 2000). Users decide to choose media types/channels that most interest them and are no longer limited to only newspapers, radio and television (Ruggiero, T. E., 2000).
The process of uses and gratifications has five different steps, with the first being needs. There are five basic types of needs that are prevalent to the uses and gratifications theory, which are: cognitive, affective, integrative, contact and escape (Lin, C. A., 1999). Once the user’s needs are figured out, there are then motives or desires associated with those different types of needs such as entertainment, parasocial interaction, diversion etc. that can help users pick different media forms to fulfill those needs (Lin, C. A., 1999). The second step is motivations, which focuses on the perceived incentives or rewards for engaging with a certain type of media and they fall into two different categories (Lin, C. A., 1999). The first type of motivation is cognitive motivation, which represents the thought about the type of gratification you expect to receive from the specific media (Lin, C. A., 1999). The second type of motivation is affective motivation, which represents the emotional gratification you can expect to receive from the specific media choice (Lin, C. A., 1999). Both of these categories can also be called gratification expectations vs. gratifications sought (Lin, C. A., 1999). The third step is activity, which concerns the cognitive, affective and behavioral process during three different stages of pre, during, and post-exposure (Lin, C. A., 1999). Pre-exposure is what the user does to prepare engaging with their media choice (Lin, C. A., 1999). During exposure is about the level of involvement with the media while engaging with it, if the user is solely focused on the media or doing other activities while engaging with the specific media (Lin, C. A., 1999). Post-exposure involves short and long-term effects of engaging with the media choice (Lin, C. A., 1999). The fourth step is uses, which focuses on the specific media that was used as well as the length of duration of using the specific media choice (Lin, C. A., 1999). The fifth and final step is gratifications, which discusses the type of gratification the user received from engaging with that specific media in correspondence with their original needs (Lin, C. A., 1999). Depending on how much the media choice fulfilled the users needs, it can affect or reinforce the gratifications expected and influence further media use (Lin, C. A., 1999).
Application in PR
The uses and gratifications theory plays a major role in Public Relations. Like mentioned earlier, the theory focuses on what people do with media and not what media does to people. Similarly, the role of Public Relations is to consider how to create something of value that will have a lasting impact on people. In other terms, how to create a mutually beneficial relationship between an organization (or media) and their publics. The uses and gratifications theory can help further explain the thought process of an audience’s motives. In doing so, PR professionals can strategize how to create and maintain a strong relationship with the media, consumers, investors, etc.
Relationships are built to satisfy one’s needs and desires. There are several types of needs and gratifications to satisfy people including: cognitive needs, affective needs, personal integrative needs, and tension free needs. These needs are to be met in order for the media to truly have an effect on people. Media consumers aim to gain information, have an emotional experience, enhance social interaction, and escape from the stress of everyday life. The theory of uses and gratifications wants to figure out the user’s decision making process. Through a PR perspective, understanding the reasons for an audience’s behavior can be very beneficial.
The uses and gratification theory can be used in an everyday PR job. The ability to understand what your clients are thinking and how to persuade the public is a major advantage in PR.
The relationship of PR and the theory of uses and gratifications are mutually beneficial. The theory aims to reveal how consumers fulfill their own satisfactions; Knowing that information could influence how one decides to brand their company or product to essentially satisfy their needs for effective messaging.
One example of how this theory is applied in the real world is through the lens of Penn State’s Barstool account. Instagram allows users to comment, share, and like other users photos or videos as a way to fulfill their cognitive needs. Penn State Barstool instagram is operated by a unanimous student with over 193,000 followers and 6,287 public posts. The Instagram account features the humorous side of student life outside the classroom. By following the account, students can stay in the know of what is happening at PSU in addition to staying connected with their peers. The main source of the account’s content is the submissions from PSU students. In doing so, the students who follow the account can feel a sense of connectivity and relatedness from seeing their classmates online. This strategy is a clear indication of the uses and gratifications theory. With close to 200,000 followers, Penn State Barstool instagram has the ability to use the content students share,tag, and republish to a large projected audience. In doing so, they are able to satisfy one tension free needs by allowing an escape from daily life while maintaining their humorous image. By creating this integrative student platform, they can directly reach their audience who is seeking to satisfy their needs while creating a consistent public image.
Another example of how the uses and gratification theory can be applied is within parasocial relationships. Parasocial relationships can be defined as, “one-sided relationships, where one person extends emotional energy, interest and time, and the other, the persona, is completely unaware of the others existence” (List, 2020). Parasocial relationships can be applied to the uses and gratifications theory because of the ability to fulfill the users needs. For example, Philadelphia Eagles quarterback Jalen Hurts has over one million followers on Instagram. A super fan of Hurts can feel as if he personally knows him through the lens of his social media. The relationship is one-sided because Jalen Hurts has no idea that the particular superfan exists or let alone having a relationship. The superfan can interact with Hurts through almost any type of media that he is featured in like YouTube clips, Instagram pictures, Pinterest, etc. The superfan can utilize the information that he is given by Jalen Hurts to form a relationship which is satisfying his needs.
Conclusion
The uses and gratifications theory can be used to explain why people use specific media types to fulfill their different and specific needs. The five basic types of needs can help further explain the thought process of an audience’s motives. The theory helps PR professionals strategize how to create and maintain a strong relationship with their audience and essentially fulfill their satisfactions. The uses and gratifications theory is frequently applied in PR through popular campaigns and brand marketing strategies.
References
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The public opinion quarterly, 37(4), 509-523.
Lin, C. A. (1999). Uses and gratifications. Clarifying communication theories: A hands-on approach, 199-208.
List, Save To My, et al. “Parasocial Relationships: The Nature of Celebrity Fascinations.” Find a Psychologist, 18 Feb. 2020, https://www.findapsychologist.org/parasocial-relationships-the-nature-of-celebrity-fascinations/.
Mass Communication. “Uses and Gratification Theory.” Uses and Gratification Theory in Mass Communication, Phychology, Behavioral and Social Science , 11 Dec. 2018, https://www.communicationtheory.org/uses-and-gratification-theory/.
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass communication & society, 3(1), 3-37.