Gratifications Of Media Use

Gratifications Of Media Use

"The uses and gratifications model posits that audience members have certain needs or drives that are satisfied by using both nonmedia and media sources." - Dominick, J 2013, The Dynamics of Mass Communication, McGraw-Hill, New York.

Here's what we gotta say...

Cognition
"I found this advertisement through Youtube. I was browsing through videos when I saw an advertisement of David Beckham as the new face of Hennes & Mauritz (H&M), I clicked on the link to find out what clothing line he was promoting." - Jude.


Diversion
"I was distracted by this arousing video that I stopped whatever I was doing. Although it is 1:40min in duration; It was hilarious and I find it relaxing. It’s funny, watching Beckham chase after his robe like that, and I’m sure it’ll engage the curiosity to find out if Beckham ever got his robe back." - Wesley.


Social utility
"What I got from this video is to never give up in achieving our desires. Also, we need a contingency plan in what ever we do. Oh and, always put on a full dress whenever you go outside." - Firdaus.


Affiliation
"What got my attention most is David Beckham himself, that’s because I am an avid Manchester United fan and that is where Beckham came from. If it wasn't for his affiliation with United, I’d probably wouldn't bother watching the ad at all." - Mas.


Expression
"I felt the ad is funny because of Beckham running around only in his briefs. The ad was directed by Guy Ritchie for H&M. Ritchie puts his sense of humor and Beckham played it well by showing off his body and looks. Shots of Beckham pulling his briefs expressed something intriguing, yet sexy." - Danny.


Withdrawal
"Withdrawal creates a certain barrier that segregate us from different societies. People who admire David Beckham, are mostly those who knew him from his sports fame, and would usually separate themselves from people that might talk trash about their idol." - Keith.


We have to say, we think it's the content that influences media use. People respond to what they hear and see, and the content of that media will generate a feedback. As for this H&M ad, there wasn't even any sight of the brand's name on the wear, but who cares when all eyes are on Beckham.