SELECTIVITY IN COMMUNICATION - III

(b) UTILITY THEORIES - “USES AND GRATIFICATIONS”

According to the Utility theory often known as the “uses and gratifications approach”, we will pay attention to and perceive, and remember information that is pleasurable or that will in some way help to satisfy our needs or interests. This information may or may not be in accord with our existing ideas, but we will attend to it if we expect it to be useful or think that it will give us satisfaction. Journalists have long recognized that people must be “rewarded in some way for giving attention to a particular item.” The reader reads selectively - using headlines to direct him to the topics of his interest.

Conversely, according to the Utility theory, if we expect a communication to be uninteresting or unpleasant, we will probably not expose ourselves to it. Or if we are exposed any way, we will disregard or forget it.

Consistency theory and Utility theory are not necessarily opposed to each other; it is possible to reconcile them. One way to do this is by reference to the fact that most people seem to need reassurance that their ideas and attitudes are correct. Because they need reassurance, they seek out communications that are likely to support their existing views of the world. We will pay attention to dissonant information if it helps us in some other way. For instance, it might warn us of impending danger. Or it might help us to impress others with the depth and breadth of our knowledge.

The uses and gratification approach, although it has become the most widely accepted ways of explaining why some people select some content from the stream of communications and ignore other content.

Different strategies have been used to identify needs that mass communications can help to satisfy. Studies reveal that there are several categories of needs for the satisfaction of which the mass media have been found useful. One list is as follows:-

· Diversion, including emotional release, escape from problems, a welcome change from routine.

· Needs having to do with personal relationships. Here the media may provide substitute companionship, or may furnish material for conversation.

· Needs having to do with individual psychology: the desire to obtain reassurance, to understand oneself, to feel important, to gain a sense of personal identity.

· Surveillance of the environment, including the need to know about events that might affect one and to obtain information that will help one do something or accomplish something.

In spite of variations among the needs of individuals and the ways they use the media to satisfy these needs, some recurring patterns can be found. Many of these are related to age and sex, cultural differences and the way media are used to satisfy them.

Utility theory, like the consistency theory, can help to explain some selective behaviour, but it doesn’t explain all.