With More Hindsight: Conceptual Problems and Some Ways Forward for Media Use Research

Abstract

Twenty years ago, the author assessed the failure and future of the 'Uses and Gratifications' field of research (McQuail, 1984). In this contribution, he will reflect on 'Gratifications' research and comment on conceptual problems and some ways forward in 'Media Use' research. This approach is assumed to have the capacity to provide a descriptive mapping of complex situations such as audience behavior and audience experience, especially at a time of media change and expansion. Against the background of a brief review of relevant developments in research, thinking about media use and some suggestions for progress, it is concluded that there is no escape from viewing the whole territory of media use and gratifications research from beyond the scope of any one theoretical perspective. As the intrinsic interest in the field of audience research remains - including a promise of interesting discoveries still to be made - it will require more perspectives than a single researcher is likely to be able to deploy.