Uses and gratification theory
- 2. What is Uses and Gratification Theory? Blumler and Katz’s Uses and Gratification theory is an approach to media research that focuses on why people use a piece of media and what they do with it rather than on the content of it. They believe the user has four main needs that they need to have satisfied by a piece of media. These categories are: • Diversion - escaping, or being diverted, from problems, relaxing, filling time, emotional release. • Personal Relationships - identifying with others and gaining a sense of belonging, finding a basis for conversation and social interaction, having a substitute for real-life companionship. • Personal Identity - finding reinforcement for personal values, finding models of behaviour, gaining insight into one's self. • Surveillance - finding out about relevant events and conditions in immediate surroundings, society and the world, learning; self-education.
- 3. Applying to a contents page Diversion – It contains a lot of information about various celebrities so the user can just spend time relaxing reading what they want Personal Relationships – The articles give the user relevant and up to date things to talk about Personal Identity – The artist pictured is very popular so it may give some people a role model, there is also a lot of money which connotes success and wealth which is a common goal for many people. Surveillance – It shows what is new in this particular artists life so gives the user more information about him, the other articles also contain more information for the user.