In class this week, we discussed the Uses and Gratifications Theory and fandom. The U&G Theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. The U&G Theory is also an audience-centered approach to understanding mass communication. It assumes that the audience members are not passive consumers of media. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives. Unlike the other theoretical perspectives we talked about, the U&G Theory holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification.

There are several needs and gratification for people. They are categorized into five needs: Cognitive: Refers to acquiring information to aid the thinking and understanding process. People use media such as documentaries and how-to videos to increase their skills or knowledge in a certain area.

Affective: Relates to emotions or feelings. People use media to arouse certain emotions within themselves, such as happiness, fear or pleasure.

Personal Integrative: Refers to promoting one’s own image, reputation or status. People with this need use media, like Facebook and YouTube, to increase their credibility or social standing or to affirm their sense of self.

Social Integrative: Refers to interacting with family and friends. People use media to connect with others.

Tension Free: Relates to diversion and stress relief. People use media to escape from reality.

To support the U&G Theory, we viewed a film called Galaxy Quest. Galaxy Quest focused on this alumni cast of a space television series having to play their roles as the real thing when an alien race needs their help. However, they also had to defend both Earth and the alien race from a reptilian creature. Galaxy Quest was incredibly huge when it came to fandom because it was powered by fans who deeply cared about the show. Galaxy Quest was the first film that put fans at the center of the action and really foretold the era we are in now, where fans are the most powerful force in entertainment.

As well as Galaxy Quest, fandom also occurs in television shows including  Family Guy. Family Guy was a television series that had been cancelled many times, but because of its fans, the show had been reborn and renewed. Fans hold such power because they are much more than consumers. They are advocates and influencers. I believe the power of the fans is the most important thing for entertainment. Fans will dedicate a lot of their time supporting and looking up to someone they admire and receive inspiration from them. The thing about fandom is that many celebrities do not give much attention to them and do not receive any credit. They do not realize that fans are everything. I do not think a person would be successful without his or her fans.