2. What is it?
• Uses and Gratifications Theory is an approach to
understanding why people actively seek out specific media
outlets and content for gratification purposes. The theory
discusses how users proactively search for media that will not
only meet a given need but enhance knowledge, social
interactions and diversion .
• It assumes that members of the audience are not passive but
take an active role in interpreting and integrating media into
their own lives. The theory also holds that audiences are
responsible for choosing media to meet their needs. The
approach suggests that people use the media to fulfill specific
gratifications. This theory would then imply that the media
compete against other information sources for viewers'
gratification.
3. Who discovered it?
In 1974, Katz, Blumler and Gurevitch realized that many Uses and
Gratification studies, to that point in time, were mostly focused on seven
areas. The areas were:
1. The social and psychological origins of
2. needs which generate
3. expectations
4. of mass media or other sources, which lead to
5. differential patterns of media exposure (or engagement in other
activities), resulting in
6. need gratifications and
7. other consequences, perhaps mostly unintended ones
Therefore, Katz, Blumler and Gurevitch developed the Uses and
Gratifications model to better study how and why people were using media
for personal satisfaction..
4. Katz, Blumler and Gurevitch's research
5 components comprising the Uses and
Gratifications Model:
1
“The audience is conceived as active.”
5. 2
“In the mass communication
process much initiative in
linking gratification and media
choice lies with the audience
member.”
7. 4
“Methodologically speaking, many of
the goals of mass media use can be
derived from data supplied by
individual audience members
themselves.”
8. 5
“Value judgments about the cultural
significance of mass communication
should be suspended while audience
orientations are explored on their
own terms
9. Blumler & Katzin 1974 published a theory
stating that individuals may chose a text to
„gratify‟ a range of needs
10. 4 PRINCIPBLES:
• Diversion: Escape from routine and problems; an
emotional release
• Personal Relationships: Social utility of information
in conversation; substitution of media for
companionship
• Personal Identity or Individual Psychology: Value
reinforcement or reassurance; self-
understanding, reality exploration
• Surveillance: Information about factors which might
affect one or will help one do or accomplish something
11. Theory In Relation to Music
• Diversion can stop people from being bored such as
watching a music channel.
• Personal Relationships lyrics can be good to listen to
as people may be able to relate to them.
• Individual Psychology will allow people to relate
their emotions to songs.
• Surveillance will allow people to find about other
cultures through music.
12. Why people listen to Music
• People usually listen to music whatever mood
they are in but common types are when people
are happy they will listen to upbeat happy songs
which will make them want to dance and feel
celebratory.
• When people are angry they usually enjoy
listening to depressing heart felt possibly noisy
loud and angry lyrical songs to make them feel
better.
13. Criticisms:
• Most research relies on pure recollection of
memory rather than data. This makes self-
reports complicated and immeasurable.
• It is also based entirely around the consumer.
• People can get too emotional drawn in, revolving
circle.
