2. What is it?
Uses and gratifications theory is a concept created by Katz and Blumler. This focuses
mainly on the consumer in the actual message of “what people do with media”. It
assumed members of the audience are not passive but take an active role in
interpreting and integrating media into their own lives.
3. Uses and gratifications theory has to fulfil one of the following:
Information/Education
being able to acquire information and understanding about relevant events
learning/self-education
seeking advice and influence on decision making
Personal Identity
seeking model behaviour
gaining insight into one's self
finding reinforcement for personal values
establishing role model values similar to yours
Social Interaction
finding a basis for conversation
gaining a sense of belonging
enabling one to connect with others
social empathy (understand another's experience)
Entertainment
escaping the stress of reality and relaxing
emotional release
receiving aesthetic enjoyment filling time
sexual arousal
4. Criticism
Many people have criticized this theory as they believe the public has no control over
the media and what it produces. It can also be said to be too kind to the media, as
they are being 'let off the hook' and do not need to take responsibility for what they
produce. The theory takes out the possibility that the media can have an unconscious
influence over our lives and how we view the world.
