Uses and Gratifications Exam Practice

Look at a TV listing. What evidence of audience uses and gratifications in consuming media texts can you see from this analysis?

Information

The TV listings also contains informative shows which can satisfy the audiences' interests. For example BBC News and ITV News informs audiences of current affairs and events around the world such as the death of notorious terrorist Osama Bin Laden. As well as the news, other shows such as Panorama have different issues which also inform audiences. Yet , audiences are also empowered by the TV listings, as they can find out which episode of Eastenders is on or other favourite shows which they enjoy watching. Though, passive audiences might also be informed by flicking through the listings without any genuine interest. Audiences can be active when purchasing a TV guide, as they can look up programmes which interest them and can look forward to forthcoming programmes, rather than being informed by Teletext for example, which has TV listings which are not updated for the coming weeks.

Entertainment

The TV programmes on the TV listings allows audiences to divert from their everyday lives, as films on Channel 5 and other day time programmes such as Loose Women, Doctors and late shows such as The Simpsons on Channel 4 allow audiences to divert from their everyday lives by watching reality TV and humorous shows. Shows like Come Dine with Me on Channel 4 allow audiences to be voyeurs and be entertained through the use of the voice over and eccentric dinner hosts.

Identification/Personal Identity

Audiences can identify with the programmes scheduled on the TV listings, as they may be interested in shows such as Extreme Fishing with Robson Green on Channel 5 , due to their interests in fishing or may be interested in science programmes on the Discovery Channel. Therefore, audiences can identify with programmes which interest them and fulfill their expectations.

Integration/ Social interaction

In terms of social interaction and integration, the TV guide allows audiences to be informed on the shows. Yet it can be argued that it does encourage social interaction, as audiences can buy ring tones , where they can share ring tones with friends and could find out their horoscopes. Yet, in terms of interaction, the TV guide is limited as unlike social networking, audiences cannot interact with family or friends.

Learning

The TV listings to an extent allows audiences to learn about forthcoming shows, yet in terms of learning, the guide only contains a schedule of TV programmes and does not actually allow audience to gain confidence through knowledge.