Blumler & Katz
- 1. Theory of Uses and Gratification
- 2. Uses and Gratification Theory is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion.
- 3. Diversion- Escape from reality Personal Relationship- Can effect social conversation, helps to form relationships with others Personal Identity- Helps user to reassure their self-understanding Surveillance- To find out what is going on around us
- 4. It assumes that the audience interpreting and integrating movies into their own lives. The theory also holds that audience choose what they will watch to meet their needs.
- 5. This theory focuses more on what people do with media, and how they use it in their lives. The approach suggests that people use the media to fulfill specific gratifications.
- 6. Blumler and Katz’s uses and gratification theory suggests that media users play an huge role in choosing and using the media. The theorist say that a media user seeks out what best fulfils the needs of the user.
- 7. Uses and gratifications assume that the user has alternate choices to satisfy their need.