This is a presentation looking at the Uses and Gratifications theory composed by Blumler and Katz. This is a theory based around the idea that people choose media that suits their needs.

1. BLUMLER AND KATZ’S USES AND
GRATIFICATION THEORY
By Kieran Kelso

2. WHAT IS THE USES AND
GRATIFICATIONS THEORY?
• The uses and gratifications theory is used to convey the idea that a consumer or
audience of a media product uses it and integrates it into their life in some way,
rather than being passive and instead reading/watching media but not absorbing
any of it. The theory also suggests the idea that consumers choose what media they
buy or look at to satisfy their needs, or gratifications. Therefore, media companies
compete to match as many consumers’ gratifications as possible.

3. THE BASIC MODEL
• When we choose a form of media, we choose it because of one of these four reasons;
• Identify – be able to recognise who is in the media or what brand the media is, there are role
models within the media that you look fondly upon, you aspire to be someone else.
• Educate – The media provides you with new knowledge, information and understanding
• Entertain – The media should provide some form of humour, enjoyment or happiness. It also allows
you to escape from your problems for a little while.
• Social interaction – The media produces topics or features that give the consumer the ability to
create conversations and debates online.
• An example of the uses and gratifications theory being applied is when we select our own personal
music tastes. Sometimes you could choose music purely for enjoyment and sometimes you can
choose music for empowerment or motivation.

4. HOW HAS THE INTERNET ADAPTED
THE THEORY?
• The likes of Google and Bing have transformed the way we follow our role models,
now you can search for any person or thing that you want and find out about them.
For example, Youtube allows artists to gain millions of views from users on their
music videos.
• Sites like Wikipedia are a form of education that we can use at any time; people
claim that education has improved over the last 10 years because of the
introduction of internet research.
• Online catch-up TV, as well as Youtube, allows us to watch shows and videos and
entertain ourselves whenever we want.
• Socialising is a lot easier mainly because of the introduction of social media like
Facebook and Twitter, as well as blogs.

5. CRITICISM
• This theory has been criticised by many as it suggests that media companies can
produce whatever material it wants as long as it appeals to the consumer, no matter
how controversial it is.
• Some media is still described as being directed towards certain individuals, and they
provide an unconscious influence on their lives. For example, many believe that
daytime TV is created specifically for housewives.
• Media can be used to manipulate someone to believe in a certain person or thing;
they brainwash you into believing something so then you will adapt your needs to
match that belief.