Theory: Uses and Gratifications Theory
Theorists: Herzog, Laswell, Katz and Blumler and McQuail
What is the theory?
This theory suggests that audiences will make a conscious effort to find media with content
that appeals to them. For example if a magazine has content on music that they like they
will go out and buy it.
Does this theory see the audience as active or passive? Why do you think this?
This theory suggests that people are active in their approach to the media and its influence
on them. Unlike with Hypodermic Needle Theory, people control what they see.
What are the criticisms of this theory?
The people taking part in the research may not fully understand why they choose to watch/
read what they do, and may just offer reasons that they have heard others say.