Uses and Gratification Theory
- (Katz, E. Blumler, J.G & Gurevitch M. 1974) The uses and gratification Theory is a popular approach to understanding mass communication
- The theory focuses more on the consumer or the audience more than the actual message
- Theory states that audiences are responsible for choosing media to their own needs
The theory suggested that the uses and gratifications theory
has to fulfil one of the following when we choose a form of media:
Identify: Able to recognize a product/person, role models
that reflect similar beliefs and values to yours.
Educate: Acquiring information, knowledge and understanding
Entertain: Consumption of media should provide enjoyment and
a form of escapism allowing the audience to forget about their life temporarily
Social Interaction: Media products to produce a topic of
conversation between other people
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