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interactive nature of reality television

This article explores the motivating factors for viewer participation in the reality television programme,Project Fame. It looks at the interactive component of reality television, arguing that viewers areactive in their media consumption. The theoretical foundation of this study is based on the usesand gratifications theory as well as the cultural studies approach to reception theory.On a methodological level, this study applies qualitative research methods in order to determinewhat factors motivate viewers to participate interactively in the television programme. Supportedby the categories of need gratifications, this study concludes that cognitive, affective and personalintegrative needs motivate viewers to utilise the various interactive opportunities and thatviewers expect gratifications from participating interactively. In addition, reception theory is usedto further explain viewers’ active participation and interpretation of media messages in a socialand cultural context.