The uses and Gratifications theory assumes audience members are active. Developed in the 1940's by Paul Lazarfield, in response to growing criticism f the two-dimensional nature of the Bullet theory, claims that texts are open (to interpretation) and that consumers have power over the media, rather that the media having power over them. This 'bottom up' theory suggests that people re responsible for picking and choosing which media content they consume and if/in which way they may be influenced by it. Just as the name suggests, each person has the power to decide which media texts they will consume for their own self 'gratification' or satisfaction. An example of this is how many television programmes are axed even after only a few screenings of episodes, if the ratings or circulation statistics are low. Therefore, society is in control of the media they consume. Audience members may stop consuming particular media texts by simply switching the television off etc. However, the flaw of this theory is that it assumes the media has little to no influence whatsoever on the individual.
Films are used by audiences to fulfil certain needs and desires they have. John Fiske notes that genres 'embody the crucial ideological concerns of the time in which they are popular.' Genres reflect and reinforce the hegemonic values of society. For instance, whether the film genre is horror, zombie, or rom-com the audience may like it as they may have identification with the protagonist, perhaps because they could be a love interest or a hero. Or on the other hand, if a woman watches a rom-com they may feel escapism from their 'everyday boring life' to a more utopian, a perfect world in which they live happily ever after. Although, a man may watch a action or a zombie film then it may be testing his masculinity, for instance if you scream and cover your eyes. Furthermore, rather than emotional values, physical values are also significant when it comes to the genre and individuality of a film. For example, crying at a rom com which would enable you to release built up emotions, or laughing at a comedy releasing endorphins that makes us feel good.
Films are used by audiences to fulfil certain needs and desires they have. John Fiske notes that genres 'embody the crucial ideological concerns of the time in which they are popular.' Genres reflect and reinforce the hegemonic values of society. For instance, whether the film genre is horror, zombie, or rom-com the audience may like it as they may have identification with the protagonist, perhaps because they could be a love interest or a hero. Or on the other hand, if a woman watches a rom-com they may feel escapism from their 'everyday boring life' to a more utopian, a perfect world in which they live happily ever after. Although, a man may watch a action or a zombie film then it may be testing his masculinity, for instance if you scream and cover your eyes. Furthermore, rather than emotional values, physical values are also significant when it comes to the genre and individuality of a film. For example, crying at a rom com which would enable you to release built up emotions, or laughing at a comedy releasing endorphins that makes us feel good.
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