Uses and Gratification Theory in Public Relations
Riley Moylan
Donald P. Bellisario College of Communications
Comm 473: Public Relations Campaigns
Professor Nichols
September 17, 2021
Abstract
In Public Relations campaigns, PR professionals utilize the uses and gratifications theory to achieve the goal of a campaign by fulfilling the satisfactions of the audience. This paper will introduce the communication theory with research about its history and how it is utilized in public relations.
Introduction
Today, media has become prevalent in many lives. Whether its media we see on the news, internet, or social media platforms, it is a big influence on users. The uses and gratifications theory is dependent on the media. Without the daily usage of media, uses and gratifications would not exist. Public relations professionals use this theory to help brands target their audience using the media. The purpose of this paper is to define this theory through explaining its history, how it works and how it is applied in public relations. The uses and gratifications theory is a communication theory that plays a role in everyday life, but as well in public relations.
Description of Theory
According to Sorin Adam Matei from Purdue University, the uses and gratifications theory, proposes that media consumers are actively choosing specific media content according to their needs (Matei, 2010). In other words, the theory explains why people choose the media they chose to fulfil their needs. It is understandable that active users are engaged in the media they seek. One does not simply choose a type of media just because. In most cases, a user will select a type of media to fulfil their needs and satisfactions.
History
Uses and gratification was first instigated in the 1940’s when researchers were questioning why people chose specific media. Scholars questioned why adults read the newspaper, listened to soap operas and why children read comics (Pierce, 2007). Several years later, in the late 1960’s and early 1970’s research on the uses of media dwelled deeper. Researcher, Elihu Katz introduced the uses and gratifications model when he concluded that people use media to benefit themselves. Katz and his team of researchers, Jay Blumler and Michael Gurevitch, continued to conduct research on major elements of the theory. Together, they determined the theory 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 (Rossi, 2002). The researchers also noted elements as to why users consume the media to fulfil their needs. Katz and Blumler identified four basic needs in which the media can gratify. These elements include diversion, relationships, identity, and surveillance. Below is a model that shows how these elements are incorporated into the model.
Application in PR
One of the goals in public relations is to understand the audience. When developing a campaign, as PR professionals, we want to understand the audience’s thoughts, feelings, and behaviors. This goes along with one of the main ideas of the uses and gratification theory. Again, the theory seeks to understand why users chose specific media to fulfil their needs. Therefore, relating the two together, as PR professionals we want to know what satisfies our target audience. Adding on, we need to determine their needs. By analyzing our target audience’s needs, professionals can generate the best idea to get the message across with help from the uses and gratification theory. This will also help grab the public’s attention if a news or a promotional event is publicized in a way that fulfills their needs. When I work in the PR field, I will apply this theory in my job. When working on a future campaign, I will first identify the target audience. Then I will seek out their needs and determine how I can satisfy them while also promoting the campaign. For example, if the target audience are younger social media users who need social media for entertainment, then the best way promote a brand would be through platforms such as Instagram, Snapchat or Tik Tok.
Campaign Examples
GoPro demonstrates the uses and gratification theory throughout their Instagram campaign. Each day, GoPro posts a “photo and video of the day” submitted by one of their subscribers. These photos are not just any ordinary photo. They capture a captivating experience whether its skydiving or surfing. These photos and videos portray riveting moments to GoPro’s 18 million+ followers. Not everyone can experience these amazing moments. This is where the theory plays a role. GoPro gives its followers a chance to fulfil their need to escape from daily life through their Instagram account by providing an adventurous brand image. In other words, a user who turns to social media to escape tensions can turn to GoPro’s account to seek entertainment and information through captivating photos and videos. With the use of uses and gratification, GoPro increases brand credibility and exposure.
Political campaigns are another example of how the uses and gratification theory is used to satisfy one’s needs through e-newsletters, but also promote a presidential candidate at the same time. In 2004, research shows that 14 million US voter signed up for an e-newsletter to receive information about the election. This shows how people use the media to fulfill their need to obtain news. When signing up for an e-newsletter, it is easy to unsubscribe. Therefore, it is important to focus on what the subscriber is getting out of the newsletter and not what the political party wants to achieve (Jackson and Lilleker, 2007). During Katz’s early research on the theory, he founded that people use the news to satisfy their need of gaining information. Political campaigns found that one of the best ways to promote their candidate is to establish e-newsletters in which focuses on the subscriber’s need of wanting information. This demonstrates the theory because the campaigners are more focused on the needs of their subscribers and using e-newsletters to their advantage by providing the subscriber with information that they want, but also promoting their candidate at the same time.
Conclusion
As public relations professionals, it is important to understand the audience’s thoughts, feelings, and behaviors. We can accomplish this by the uses and gratifications theory. The theory’s main objective is to determine why people seek a specific type of media to satisfy their desires and needs. Researchers of the theory determined that people use media to escape from their own problems, obtain information, explore their identify, and create championships. PR professionals use this theory to determine the best way to get a message across that will satisfy their public’s need, but also the brand’s need. As a future PR professional, it is important to continue research on the public’s needs, so the uses and gratifications theory can be utilized in a campaign.
Works Cited
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and Gratifications Research. The Public Opinion Quarterly, 37(4), 509–523. http://www.jstor.org/stable/2747854
Peirce, Kate. “Uses and Gratifications Theory.” Encyclopedia of Children, Adolescents, and the Media, vol. 2, SAGE Reference, 2007, pp. 841-843. Gale eBooks, link.gale.com/apps/doc/CX3470400454/GVRL?u=psucic&sid=bookmark-GVRL&xid=48ab4a72. Accessed 16 Sept. 2021
Nigel A. Jackson & Darren G. Lilleker (2007) SEEKING UNMEDIATED POLITICAL INFORMATION IN A MEDIATED ENVIRONMENT: The uses and gratifications of political parties’ e-newsletters, Information, Community and Society, 10:2, 242-264, DOI: 10.1080/13691180701307495
Matei, Sorin Adam. “What Can Uses and Gratifications Theory Tell Us about Social Media?” Matei, 16 Sept. 2014, matei.org/ithink/2010/07/29/what-can-uses-and-gratifications-theory-tell-us-about-social-media/
Geer, Stephen. “Social Media Branding and The Uses and Gratifications Theory.” Newhouse, 29 Sept. 2015, newhousesocialmedia.syr.edu/social-media-branding-and-the-uses-and-gratifications-theory/.
Rossi, E. “Uses and Gratifications/Dependency Theory.” 2002, zimmer.csufresno.edu/~johnca/spch100/7-4-uses.htm.