Uses and gratifications theory
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The Uses and Gratifications theory suggests that media users actively select media sources that fulfill their needs, which include diversion from everyday life, forming personal relationships, exploring their identity, and gaining information about their surroundings. Users seek out media to relax and escape, connect with others socially, learn about themselves, and stay informed about events and celebrities. The theory proposes that individuals use specific media to fulfill these four basic needs.
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Uses and gratifications theory
- 1. Uses and Gratifications Theory. The Uses and Gratifications theory by Blumler and Katz suggest that media users play an active role in choosing and using the media. The theorists say that media user seeks out a media sourve that best fulfils the needs of the user. The user has 4 basic needs: Diversion Personal relationships Personality identity Surveillance. Diversion. The need to escape from everyday life, and to relax. Personal Relationships. People use the media to fulfil their need for companionship, and to form relationships with others (to be part of a social group). Personal identity. We try to sometimes use media to find out about ourselves, sometimes people are presented in some way reflect us. Surveillance Using the media to find out what is going on around us, for example reading a magazine, which tells us what has been going on in the lives of our celebrities.