Uses and gratifications theory

1. TanikaSingh
Uses and gratifications theory
The uses and gratification theory is a theory created by Katz and Blumler in 1974. The theory
is an approach to understanding why and how different people seek different media to fulfil
specific gratifications and focuses on ‘what people do with media’. There are 4 different
reasons that suggest as to why people watch and use the media:
 Social Interaction
 Information
 Entertainment
 Personal Identity
Social Interaction
Media can be used to as a way for people to socialise with. For example, a certain TV
programme can be used as a topic of conversation within a group of people who watch the
TV programme. Certain kinds of media can be used to create debates, for example the topic
of who is left in the X-Factor finals. People who all enjoy a certain kind of media can use it as
a reason to gather and enjoy the media in each other’s company.
Information
People use media to find out certain things happening in the world. For example, someone
may just use media specifically to watch the news. Another person may use media to keep
up with celebrities’ latest gossip etc.
Entertainment
People can also use media as an escape mechanism to forget about or distract themselves
from their lives. For example, people use media as a way to relax and unwind. Media can
provide different elements that people find enjoyment from, for example, comedy
programmes provide humour.
Personal Identity
Media may present role models that certain individuals look up to. People may also be able
to relate to something a certain character is experiencing or going through – they may look
at the characters values and compare them to their own.