Uses and gratifications are classified in four different categories.
The last being Social Integration.
The X Factor is a good example of how people watch television programmes for social integration. People tend to watch shows that their friends talk about at work/school, as they want to be involved in the conversation, and want to be included. The X Factor is a highly constructed show in the way that the show usually either shows the really good acts and their backstories, or the really bad acts. It is created this way on purpose as this gets people interested and it also adds entertainment value. People also watch this show as an escapism and tend to find the humour throughout as a release. This use and gratification is part of the two-step flow because, as i have previously mentioned, a more active audience watch this show and discuss it with each other, and will also be influenced by the opinions of others. So people bond by talking about the show, and tend to be influenced by the opinions of others about certain acts on the show etc.
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