Blumler & Katz

Uses & Gratifications

• The Uses and Gratifications Theory is an approach which helps understand the mass communication within the media
• The theory focuses more significantly more on audiences and not the actual message of the piece of media
• The Theory states that the media needs to be chosen to the audiences specific needs

Model

The theory suggested that the uses and gratifications theory has to fulfil one of the following when we choose a form of media:

• Identify: Able to recognize a person that reflects similar beliefs to yours.
• Educate: The acquirement of information and understanding concepts more knowledgeably. 
• Entertain: Consumption of media should provide enjoyment and a form be a form of escapism and so that they can temporarily forget about their life, as they enjoy the moments of the programme they are watching. 
• Social Interaction: Popular programmes help produce conversation between people leading to more social networking websites being used by people in the particular demographic. This type of demographic uses social networking more than other demographics, as they stay connected through high use of Twitter and Facebook.