Introduction
Throughout the years media and the way it is broadcasted has evolved to meet changing audience preferences as they shifted. Unlike today’s media, this form of media was very uniform with very little difference in the content or program show times. The advancement of technology since then has completely altered the mass media landscape; there is more diversity and representation in programs and audiences have more control over the content that they view. For example, companies such as Netflix and Hulu give users the ability to choose from a range of television programs and access to the content 24/7. YouTube and other online forms of media give users the freedom to watch television shows at any time and without paying for subscriptions. Not only do users have round-the-clock access, these programs are also accessible through most forms of personal electronic devices (tablets, smartphones, etc.) enabling users to watch their favorite shows whenever and wherever they are.
The ability to access audiences at any time gives a lot of power to media channels in terms of reach. Media channels deliver a range of television shows to connect with a diverse audience; more cultures, races, and people are being represented in mass media. A large factor influencing this diversity of representation is the uses and gratification theory. The uses and gratification theory views media from the consumer’s perspective. According to the article, uses and gratification “examines how people use the media and the gratification they seek and receive from their media behaviors” (Uses and Gratification), This implies that audience member’s choose to watch certain television shows because of the satisfaction they receive from it. The theory also assumes that audience members understand their reasons for selecting various media to consume and are able to justify their reasons a well (Uses and Gratification).
Degrassi: The Next Generation
A television show that appeals to me is Degrassi: The Next Generation. Degrassi is a teen drama series that is set in Ontario, Canada and follows the lives of several high school students as they deal with drama and various challenges in their lives. The show has experienced extreme popularity and received one of the highest ratings for TeenNick television series in the United States. Many controversial topics are included in the show such as: drug abuse, sex, racism, suicide, homosexuality and transgendered, teen pregnancy, self-harm, death, and body-image. The main characters change every season (as students graduate from high school or are overcome by a challenge) as does the plot; however, Degrassi characters all come from diverse backgrounds and cultures—which is all incorporated into the plot. There are Caucasian, African Americans, India, Hispanic, and other races all represented on the show. I like the fact that I can watch Degrassi and identify with a character that either looks like me, behaves similar to me, or is going through the same challenges and difficulties as me.
This show appeals to me because it depicts real-life issues that people deal with every day, but are often afraid to openly discuss and seek help for. According to the user gratification theory, “people weigh the level of reward they expect from a medium or message against how much effort they must make to secure that reward” (Uses and Gratification) which means that the reward I receive from watching Degrassi is what motivates me to continue watching. The reward I receive personally is learning and understanding real life struggles that people go through and how different people deal with different challenges depending on the environment that they were raised in. It is intriguing to see how people of different cultures view and interact with each other.
There are three types of gratification that a viewer receives from a television show: emotional release, wishful thinking and obtaining advice (Uses and Gratification). When watching Degrassi I receive advice from the characters who guide one another through the challenges and difficulties and offer one another advice and support. I also find emotional release in watching the characters deal with issues and come out on top. Although there isn’t much wishful thinking, it does occur from time to time when witnessing the bond that certain characters develop after overcoming a fear or a challenge.
I agree with the assertion that I favor watching Degrassi because it gives me access to information and programming that meet my needs; that is what captures my attention. Specifically, Degrassi meets my need to understand certain situations and how to handle them in the correct manner; especially challenges that are difficult to openly discuss. It is difficult to admit we has an issue or to ask for help because we’re afraid of how we look to others. Degrassi puts some of the most difficult issues on the forefront and shows how different characters address them. I do not know many other people who watch Degrassi for the same reasons that I do know, I believe the people that do watch it do so because of the consistent drama that the show incorporates (it’s never boring). I assume people that watch Degrassi for the purpose of entertainment enjoy watching other shows that feature a lot of drama (reality shows in particular).
According to the University of Kentucky, “media user seeks out a media source that best fulfills the needs of the user” (Uses and Gratification Theory) and this holds true for Degrassi. In some instances when I am stressed out about a situation that I know Degrassi addressed I tune to the programming. Although it seems silly to turn to a television show for advice it is actually quite helpful. At the conclusion of an episode, a hotline or point of contact is listed for viewers needing help with an issue that was covered in the show (i.e. transgender, dealing with homosexuality, teen pregnancy, rape, etc.).
Degrassi really highlights the similarities that people from different nationalities, genders, ages, and races all share. Although we look different and have differing beliefs, we go through similar situations and experience many of the same downfalls and disappointments. No character is portrayed in a negative light as Degrassi aims to highlight the positive characteristics of each character. I like the diversity in Degrassi because a wide range of media users can relate to different characters. A study concluded that, “race and social class predicted how teenagers used television as an informal source of learning” (Ruggiero) which I find to be true. The more I am able to relate to a character, their race, religion, and challenges, the more likely I am to observe how they handle a situation and incorporate that into my own life.
I believe that as I grow older and experience more, I am more likely to watch television shows that directly relate to what I am experiencing because they provide different insight. According to Pearce, the theories predict that media users begin to develop on media to gratify their needs (Pearce). The more a media user depends on the media to fulfil their needs the more the media increases in importance (Pearce). This is what drew to me Degrassi Television shows that I watched before Degrassi were for the sole purpose of entertainment and held little to no educational value as it pertains to real-world experiences.
Conclusion
The evolution of technology and media has given media users the power to choose what programs they want to view. As a result, users take an active part in media. The uses and gratification theory seeks to describe the relationship between media users and media. Rather than being a source of entertainment, users employ media for a variety of personal reasons. Media is no longer a one way communication process. Unlike the traditional approach, the active audience and user are stressed in the uses and gratification theory (Uses and Gratifications Approach). Power in placed in the hands of the media users who decide what they want to watch and for the reasons that they want to watch it.
References
Pearce. J., K. Uses, Gratifications, and Dependency. The Encyclopedia of Communication
Theory. Retrieved from https://learn.umuc.edu/content/enforced/174593-001827-01-
2162-OL1-
6382/New%20COMM%20302%20Model%20Classroom%20Readings/UGT_pages%20
978-980.pdf
Ruggiero, E., T. Uses and Gratifications Theory in the 21st Century. Communications
https://learn.umuc.edu/content/enforced/174593-001827-01-2162-OL1-
6382/New%20COMM%20302%20Model%20Classroom%20Readings/Week%205/Rugg
iero%20article.pdf
Uses and Gratification. Theory of Communication. Retrieved from
http://www.zeepedia.com/read.php?uses_and_gratifications_theory_methods_theories_of
_communication&b=81&c=39
Uses and Gratification Theory. The University of Kentucky Education. Retrieved from
http://www.uky.edu/~drlane/capstone/mass/uses.htm
Uses and Gratifications Approach. University of Twente Retrieved from
https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Uses
_and_Gratifications_Approach/
