Gratifications and Uses Theory

The advantages of research on media impact on viewers
1.0 Abstract
The uses and gratification viewpoint significantly approaches the view of the media consumer. This concept has helped the populace to determine how they use the media, and the satisfaction they expect to receive from their media conduct. Professional studies of uses and gratification theory indicate that the audience is informed and sure of their expectations and hence the reason for choosing a particular media mode (Comstock 1).
2.0 History of research
The uses and gratifications approach can be traced back to early 1940. During this time, analysts developed interest to know why people had taste for a particular kind of media like radio or newspaper. Based on studies, their interest was descriptive and sought to categorize the responses from the audience into tangible groups (Comstock 1). . Nonetheless, Eisenhower Commission realized three forms of gratification that are associated to listeners of radio programs. The three areas involved include wishful thoughts, obtaining advice and emotional relief. Previous research that was carried out during a strike was committed to asking people why they preferred a certain newspaper. In his findings, respondents were classified into five major groups that included readers who were in search of information, those that read for social prestige, another who read to while away time, some read as a way of daily living as another lot read for social context. However, these early studies provided little theoretical coherence; in fact, most were instigated by the practical demands of newspaper publishers and radio broadcasters whose researches were meant as a measure to motivate the audience so as improve service to the people (Comstock 2).
3.0 The effects of the concept on Media and Audience
For instance implications of the theory are applied in the series of So You Think You Can Dance has extensively applied the theory in the program that commands a large viewers. Examiners of the sessions come from various age groups and caliber and add value to original content of entertaining, informing, and inspiring the programs audience. This team of media experts is reliable, fervent and significant because of their acquaintance of particular topics. In applying the concept on media situations, the Uses and Gratification Theory is one of the major audience theories that endeavor to explain the role of mass media from the point of approach of the viewer (Comstock 2).
4.0 Successes of studies on Theory
The concept is a major success in mass communication studies since it first envisages the audience as an active and not easily manipulated by mass messages. Thus, this theory exerts functionalism campaigns from the perception of the audience rather than the bearer who is the communicator. The theory disputes for the pre-existence of needs and intentions in the audience which act to direct media services toward gratifications and uses respectively. Hence, making the media be selective as motivated by the social and psychological tastes of the individual. Pragmatic studies on the concept have revealed a common pattern of reactions from the audience on how they apply the media to acquire certain necessities. The audience has been classified by identifying core needs to acquire information, the need for social integration and interaction and entertainment (Barbara 1).
The realization of these necessities is solely obtained from the provisions of a medium based on a particular variety inside the medium. This is also predetermined by the social background within which the means is applied as a general exposure to the medium. This helps the audience to gain insight into the circumstances of others while offering them with a feeling of belonging and participation. However, the media provide the issues for dialogue and assists in the responsibility of social roles within the society. For instance, applying the gratifications and uses theory concept offers a common mechanism that can be used to study impacts that media has on society socially. This is supported by reactions on Star academy that has a large audience due towards the television that casts the program (Comstock 3). It significantly provides information on group, subjects, and media content. The concept is useful to scale and provide the right emotional stimulants and relaxation as well as recreating the audience.
Paik and Comstock in 1994 carried 217 meta-analysis studies between1959 to 1990 that examined 1,142 suggestions. In their findings they realized that the extent of the brunt of contact to media violence is diverse depending on the type applied in the study. Through examination of exhibits, collective television programs have a common design used to study the social impact of media on its viewers (Barbara 1). This form normally depicts one group of subject’s as violent media content while another as nonviolent. Research conducted by Brown on cartoons programs is on average used intentionally by television experts to inform or entertain children. Research shows that children overwhelmingly respond well to this series moreover making it necessary to examine the gratifications they derive from such programs. Provided evidence indicate that children benefit a lot psychologically from cartoon shows. It is because of the portent fantasy contained in them that gratifies inherent needs unique to childhood. This is due to energy and impulsiveness that make up the basis of personality which are associated with conforming the child to society’s’ ideals at childhood (Comstock 3).
5.0 Humanistic approach
Another humanistic approach and application of Blumer Katz concept on Uses and gratifications theory focuses on media use by the viewers. It is proved by people who are under depression that resort to using television as a relief tool from painful emotional turmoil. Besides it supports Katzs’ idea that the audience has an active role in the communication process and since they have objectives for choosing a particular media for use.  This is evident in the behavior of gazing viewers who sit watching programs after their daily activities that had acted as a source of relief to numb there emotions (Munger 2). This research also provides that the populace has available time and energy due to technology that has offered them with energy saving devices for domestic use hence giving people more time than before. Other social advantages realized by the study reveal that it has helped build social breakdowns as lonely people like the widowed, retired, divorced, and unemployed or ill are the biggest constituency of television users. To these groups, television is used as a source of companionship. As a result they get social satisfaction and experiences from presented television figures since their faces and a voice becomes familiar with time and creates the delusion of being real in their lives.
6.0 Identification of Talent
So You Think You Can Dance has well informed and powered examiners who are determined to execute good and trusted contributions according to research by presenting nonviolent shows. This approach will realize potential effects which will help ease violence scr...