2. Uses and Gratifications Theory
Uses and gratifications theory suggests that media play an active role in choosing and using
the media. The theorists (Blumler and Katz) say that a media user seeks out a media source
that best fulfils the needs of the user.
The user has 4 basic needs:
- Diversion
- Personal Relationships
- Personal Identity
- Surveillance
Diversion: The need to escape everyday life and relax.
Personal Relationships: People use the media to fulfil there need for companionship and to
form relationship with others (to form a social group).
Personal Identity: We tend to sometimes use media to find things out about
ourselves, sometimes people that 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.
3. Uses and Gratifications Theory
Teenagers and young adults tend to be interested
in music or celebrities. So therefore one way to
find out about this is to buy a music magazine.
Diversion: NME magazine is an easy way to escape
from everyday life by reading about the artists and
new songs that are coming out.
Personal Relationships: By reading NME you’re
going to be up to date with all the latest music
allowing you to keep up to date with your friends
about what’s going on.
Personal Identity: NME magazine may include
characters in the magazine that may reflect us
they also have opportunities for the reader to get
involved, e.g. Win tickets to Reading or Leeds
festival.
