1. Uses and gratifications theory
The uses and gratifications theory by Bulmler and Katz in 1974 is comprised of 4 main sections. Escapism provides an escape from
routine and problems it provides an emotional release. Personal relationshipsit gives people something in common which they can
talk about, bringing people closer. Personal identity people can compare their lives against someone else’s allowing them to deal
with difficult situations. Surveillance films and programmes ells them about the world we live in.
In socio economic values survivors those who want security and like routine mostly C1’s and B’s on the social grades, are the most
likely to relate to personal identity issues as they like everything to stay the same they can stay in a rut. Social climbers, those that
have strong materialistic drives and like routines mostly A’s and B’s are most likely to relate to escapism, because of the pressure to
be wealthy. Care givers mainly E’s are the ones most likely to fall under the surveillance category as they care about the world and
what goes on in it. Explorers, people whom personal growth and influencing social change is important, who are mostly made up of
A’s, B’s and C1’s are likely to fall into the personal relationships category, as they like to climb up the social ladder and get to know
people, and the personal identity in media is a good way to step forward.
“Huge club guide”,
Surveillanceit allows people to
know what’s going on in the
world around them
“New school” this relates to
people looking for personal
identity as, they may be
anxious about starting a new
school.