THE USES AND GRATIFICATIONS THEORY, IN THE CASE OF HOUSE MUSIC

Abstract

The paper pays particular attention to teaching of Denis McQuail who considered that people are accessing the mass media with their needs, and focusing themselves in observing, listening, or reading, by complex of expectations or pursued gratifications. Therefore, according to McQuail, each study of the impacts of the mass media must take into account the needs of the audience and their gratifications which are provided by media. This paper exposes the basic assumptions of uses and gratifications theory which emphasizes the concept of the active audience whose members use the media to satisfy their own needs. it was the first theory to envisage the audience not as passive and easily manipulated but active users of mass mediated messages. Hence, it moved from the classical approach in the mass media theory, which main focus was on what the media does to the audience, to what the audience does with the media. According to McQuail, the most important gratifications that are provided by media are: diversion, personal relationships, personal Identity and surveillance. In the researches and theory of mass communication, little attention has been devoted to music as a mass medium. This is a big problem and deficiency because the music, in particular, has a number of effects. Therefore, in the paper we will expose these effects, ie. uses and gratifications that music provides, in the case of house music. House music fits perfectly in the uses and gratifications theory which insists on the activity of creators, emitters and the recipients of the messages (the audience). House music certainly brings to its possessors many gratifications that are afforded by the media: information, diversion and relaxation, social contacts, strengthening the system of values, cultural satisfaction, emotional release, formation and confirmation of identity, expression of lifestyle, forming and strengthening the sense of security, sexual arousal and time fulfillment. The function of escapism should be particularly emphasized - escape from often the dark and negative reality in a more beautiful and happier world.