The uses and gratifications theory offers an explanation as to why people choose a certain media type over the medias content e.g having a preference to watch TV regardless of what programme is on over listening to the radio. The theory was formulated in the 1940s but only in the 1970s was it used to observe audiences. This theory is comprised of four components that make up why an individual chooses to use a certain type of media. The first reason in choosing a certain media is the information that media would offer, some examples of information an individual would seek out are; seeking advice, satisfying curiosity, general interest and a sense of security through knowledge. Personality Identity is another reason why an individual chooses a media. An audience member can establish their personal identity by finding reinforcement on personal values, finding role models and gaining a personal insight. The social aspects of certain media types also play a large role in this theory. When an individual uses media the social implications are as follows: gaining an insight of into circumstances of others, the ability to empathise, gaining a sense of belonging, a foundation for conversations and being able to connect with family, friends and society. Probably the most obvious reason for choosing to use a media is Entertainment giving an individual a sense of escapism and emotional release.
