Uses and Gratification Theory

Blumler and Katz

The Uses and Gratification Theory is a popular approach to
understanding mass communication. Their theory places more
focus on the consumer, or audience, instead of the actual
message itself, by asking what people do with media rather
than what media does to people. It assumes that members of
the audience are not passive but take an active role in in
interpreting and integrating media into their own lives. The
theory also holds that audience are responsible for choosing
media to meet their needs. The approach suggests that people
use the media to fulfil specific gratifications. This theory
would then imply that the media competes against other
information sources for viewers gratification.
Overall four main reasons:
Knowledge/information: People seek knowledge from the media
they use
Relaxation/entertainment: People may want to relax, take a
break from their lives and be entertained by magazines or
television
Social Interactions: People seek information about their
friends and social interactions that will take place. For
example, social networking sites such as Twitter or Facebook,
may provide information for social gatherings.
Escapism: People want to escape their own lives. This can take
the form of many different types of media rom reading a
magazine to sitting watching a television programme.
Personal identity: People may also want to relate to the
desirable characteristics of people in the media. They will
then apply it to their real life to become a better person.