U + G Theory

Uses & Gratifications Theory claims that media consumers seek out specific types of media to fulfill specific needs. These needs, as posited by communication scholars Elihu Katz, Jay Blumler, and Michael Gurevitch, are information, relaxation, companionship, diversion, and escape - each with corresponding means of gratification. A key way to understand the composition of this theory of mass media communication is to frame it as “What do people use media for?” rather than “How does this media use people?”

I saw evidence of this theory at work in the social media strategy employed at MCNW. Each media channel had a specific audience, and while there was some overlap in the audience members following certain channels, each audience subscribed to a particular channel for a particular reason. For example, individuals who follow MCNW on LinkedIn may do so to stay informed on the small business work/programs of MCNW, therefore satisfying a need to be up to date in the industry. Additionally, MCNW occasionally posts job opportunities, so individuals following MCNW may do so to satisfy their job-searching/employment needs.