Uses and Gratification

Uses and gratification theory, assumes consumers choose what they wish to watch and pay attention to bases on five different reasons, based on the entertainment value, whether it provides us with information and educates us, if we can relate to it personal identity, social interaction if a product can allow us to for conversation and bring us closer to others and finally escapism if it allows us to imagine a different situation and escape our own lives. these are all reasons why people react to certain media and can draw us all in. 

Popular shows such as the X factor and I'm A Celebrity get me out of here are huge contributors to social interaction, the shoes get people talk and discussing their opinions on the show and how they feel about the results and can often spark much convocation, they also spark debates and convocations on social media platforms such as twitter were people will interact by discussing their thought on the program.  

 

 Shows like the X Factor can on some level make people relate and create personal identity with the show. in a show like this we will get to know the contestants very well and understand their backgrounds and some issues they may have such as family issues or health issues which will mean some people will be able to relate to them personally, and sympathies with them creating personal identity. when we as consumers here people's stories and back grounds we could view this as a sob story however some people can relate to these issues and feel they can understand them on a more personal level and even be more inclined to vote for them and support them in the show as they may feel sorry for them.  
 
 
 
 
 

The X Factor also provides a huge degree of entertainment. the show is broadcast every Saturday and Sunday night for a period of time and in this time can bring families together to enjoy the show together. it brings entertainment as people may enjoy watching the 'talent' and seeing their choices in songs and what they are going to do with the song and the staging to entertain the audience, the reality side of the show is also entertaining as the audience like to get to know the contestants on a personal level and know what is happing in their lives and see their journey.  
It is also interactive as we are able to influence decisions made on the show and decide ourselves what happens, therefore consumers feel they are involved in the show or have an impact on what is happening, and as mentions before it allows us to talk about it socially as we may go to work the next day and ask out collogues if they saw the show and may talk about our views and parts we liked and disliked it forms a conversation to people to relate over.  


Stuart Halls reception theory talks about three different ways we could read and interpreted a text, the preferred reading, oppositional reading and negotiated reading. 

The preferred reading is when the text or media is seen in the way the producer had intended for it to been seen. A negotiated reading would be a compromise they would see the text for how the producer would want them to but also have opposing views. opposition reading is when that would have opposing view to how the producer had intended it, and will reject the text.  

 

The preferred reading of the X Factor would be that it is very entertaining and a show for the whole family to watch together for entertainment purpose as well as social purposes as it can lead and start convocations. we feel the famous judges are right and give good advice and real help the contestants.  

 

The oppositional reading would be that be that it is possible set up and fake for the audience entertainment and some stories and background may be encouraged to be used by the producer to gain audience attention. we may even believe the winner has already been decide at an early stage and the audience don't actually have any input when voting.  

 

In a negotiated reading they will feel contestants are used to create drama and entertainment for the purpose of the show. they may disagree with the shows format and how it is run for example if children or younger people are used for entertainment and may not get through a certain stage. the producer may be trying to belittle contestants and make a joke out of their dreams.