1. USES AND GRATIFICATIONS THEORY

2. This media theory is a popular approach to
understanding how audiences uses the mass
media. It questions ‘what do people do with
media?’ it assumes that the audience are NOT
PASSIVE but take an ACTIVE role in interpreting
and integrating media into their own lives
The theory holds audiences responsible for
actively choosing and using media to satisfy
specific needs
In 1973 study Katz, Gurevitch and Haas saw the
media an a means by which individuals connect
or disconnect themselves with each other and
society. They developed a list of 35 needs which
they grouped into 5 CATEGORIES...

3. Cognitive Needs
Needing
information
knowledge and
understanding

4. Affective Needs
Needing pleasure and
emotion and feelings
(Entertainment needs)

5. Social Integration
Needs
Communication with
family and friends
(Shared Culture)

6. Personal Integration
Needs
Understanding ones self
and one’s status (Often
through representations)

7. Tension Release
Needs
Escapism and
diversion from
everyday life