The document introduces the uses and gratifications theory, which focuses on why people use media rather than what media does to people. The theory proposes that audiences use media to fulfill needs and gratifications. It was first studied by Blumler and Katz in the 1940s and remains relevant today, though it has received some criticism for being difficult to determine gratifications and relying on surveys. Research into the uses and gratifications theory continues nonetheless.

1. What have you done today?

2. Watched T.V.? Driven by a billboard? Read a magazine? Gone to a sporting event? Checked your Facebook notifications?

3. What ever it is you have probably come in contact with some form of media

4. Which brings me to my point…

5. Since the media is everywhere shouldn’t there be a theory about it?

6. There is!!! It’s known as the uses and gratifications theory.

7. The uses and gratifications theory focuses on the consumer rather than focusing on the message by asking “what people do with media ” rather than “what media does to people”.

8. In other words, the audience uses media to meet their needs and to fulfill specific gratifications*. *Gratifications are sources of pleasure or satisfaction.

9. Blumler and Katz first began studying this theory in the 1940’s. and it’s still used by scholars today!

10. Since then, the theory has been criticized by many. It’s too hard to determine the gratification of needs. All research is based on surveys! It will not succeed in “contributing substantially” to the field of communication.

11. The criticism has not deterred scholars, and research continues .

12. Just remember… The uses and gratifications theory looks at what people do with media .

13. Questions? Just ask…