Uses and Gratification

1974

Theorists Blumler and Katz' theory suggests that media consumers play an active role in choosing and using the media. That a media consumer seeks out a media source that best fulfils their needs.

The 4 basic needs are:

Diversion

Personal Relationships

Personal Identity

Surveillance

What?

Diversion

The need to escape from everyday life and to relax.

Personal Relationships

Using media to fulfil a need for companionship, i.e. becoming part of a social group.

Personal Identity

Occasionally there may be a person in the media who the reader can relate to.

Surveillance

Using media to find out what's going on in the world.