THEORY

Definition
Theory is a set of interrelated construct / idea that present a systematic view of phenomenon
by specifying relationship among variables with the purpose of explaining and predicting the
phenomenon.

Uses and Gratification Theory

 Why and how people use various media.
 What kind of reward they receive from media content.

KAZ BLUMLER
1. Surveillance of environment.
2. Entertainment.
3. Social and cultural interaction.
4. Decision.
5. Personal ident.
It explain who people use the media for their own need and get satisfied when they needs are
fulfilled in other word it can be set that theory argues what people do with media does to
people.
There are several needs and gratification for publics.
There are categories in five needs.
1. Cognitive needs.
2. Effective needs.
3. Personal integrative needs.
4. Social integrative needs.
5. Tension free needs.

COGNATIVE NEEDS
People use media for to get knowledge information, facts etc. among the audience some
people have thirst to acquire academic and intellectual knowledge.
Different people have different needs for example quiz program on television give the factual
based knowledge.
EFFECTIVE NEEDS
To know about the current affairs people needs to watch the news regularly. Search in gain on
the internet are also very popular for people gratification on any topics.
It includes all kind of emotions, pleasures and mood of the people use media to satisfy their
emotional needs.

PERSONAL INTEGRATIVE NEEDS

This is self-esteem need people used media to resume their status to gain credibility so people
watch television and ensure them self that they have respectable status in society.

SOCIAL INTEGRATIVE NEEDS

For social integrative needs now day public have turned then self to social networking sites on
the internet such as Facebook, twitter, Instagram etc. to satisfy their needs.

TENSION FREE NEEDS

People some time use the media as means to get escapism for the redo world and to relief from
tension and stress for example people tend to realize while watching t.v listening the radio
surfing the internet etc. in fact media has power to grape audience mind since it makes them
feel connecting with the situation and characters emotionally.