Audience Theory!

Uses and Gratification!

Explanation

It is the theory which explains how people use media for their needs and
gratification. In other words we can say this theory states what people do
with media rather than what media does to people.

Blumler and Katzs uses and gratification theory suggests that media users
play an active role in choosing and using the media. Users take an active part
in the communication process and are goal oriented in their media use. The
theorist say that a media user seeks out a media source that best fulfils the
needs of the user. Uses and gratifications assume that the user has alternate
choices to satisfy their need.

Media Consumers choose media texts that fulfil

one or more of these needs:
1)

The need to be INFORMED and EDUCATED about the

world in which they live.

) For

example: Documentary

2) The need to IDENTIFY personally with the characters

and situations in order to learn more about themselves.

For example: Soap Operas

3) The need to be ENTERTAINED by a range and variety of

well constructed texts.

For example: Action or Comedy

4) The need to use the media as a talking point for SOCIAL

INTERACTION.

For example: Large Franchise Movies

5) The need to ESCAPE from their daily grind into other

worlds and situations.

For example: Fantasy or Sci-fi