Uses and Gratification

Uses & Gratification: Extended

Blulmer and Katz’s Uses & Gratification theory suggests that media users play an important part in choosing and using the different aspects of media. The theory suggests that a media user seeks a source which meets both the wants and needs of the user. We are becoming more active users; we want more interactivity with media texts. Example: 3-D movies at the cinema.
Needs that have to be met:
 Diversion/Escapism
 Personal Relationships/Discussing it socially
 Surveillance
 Personal Identity
Diversion: Trying to escape from reality, it helps you relax.
Personal Relationships: People use the media to fulfil their need for companionship and to form a relationship with others.
Surveillance:  People want knowledge of what is going on in the world, whether it affects them personally or not.
Personal Identity: Sometimes members of society can use the media to find out about themselves. Sometimes the way people are presented can reflect us. Example: Wanting to be like a famous person.