Uses and gratifications

An empirical study in the uses and gratifications might typically involve audience members completing a questionnaire about why they watch a TV programme. Denis McQuail offers  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