Uses and Gratifications Model | Media | AQA A-Level Sociology

This key topic video provides AQA A Level Sociology students with an essential overview of the Uses & Gratifications Model from the media topic.

The uses and gratifications model suggests individuals actively choose media to fulfill needs. Bloomer and McQuail identified functions like diversion, information, identity, companionship, and community. Lohland and Watson added to the model. New media allows more interactivity and participatory culture, changing gratifications. Critics note the model is simplistic and ignores media messages and ideologies. But the model adapts well to new media uses and postmodern pluralistic views