The Uses and Gratifications Theory (Blumler & Katz, 1974)

1. Media Theory
The Uses and Gratifications Theory (Blumler & Katz, 1974)
This theory focuses on why people use particular media. It states that media users are the
active role in choosing the media. Theorists say that media users choose the type of media
that best fulfils their needs
There are four main groups which contribute to the needs of a user:
- Diversion
Escape from reality.
- Personal Relationship
Can effect social conversations, helps to form relationships with others.
- Personality Identity
Helps user to reassure their self-understanding
- Surveillance
To find out what is going on around us.

2. Apply Theory
Nowadays the life of celebrates is well known around
the world. A way which has proven effective to find out
about music artists, is from music magazines.
Diversion
The picture diverts the readers attention away
from reality, it draws their attention to how
celebrities live, which is a way to escape from
what’s going on around us.
Personal Relationship
Reading the latest news about celebrities allows
the reader to communicate better socially with
peers.
Personal Identity
The use of a fashion header appeals to the
audience because it may reflect their fashion sense
or how they wish to dress.
Surveillance
Vibe allows individuals to get the latest news in
celeb lives. This gives them information on what’s
going on around us.