According to Blumler & Katz's uses and gratifications theory, media users play an active role in choosing and using media to fulfill their own needs and goals. Users are motivated to seek out media that satisfies needs like escapism, social reassurance, or forming relationships with characters. The theory focuses on what people do with media rather than what effects media has on people, and assumes that users have free will in their media choices and interpretations.

1. Blumler & Katz
Uses of gratification theory

2. About the uses & gratification theory
According to Blumler & Katz the uses and gratifications theory suggests that
media users play a vital role when it comes to choosing and using the media.
This is because users are goal oriented in their media use and they take an
active part in the communication process. Also the theorists claim that users
seek out a media source that best fulfils their needs as a user. Although uses
and gratifications assume that the user has alternate choices to satisfy their
needs.

3. Reasons why we use media
One reason why we could use media could be in order to escape from reality
this is especially relevant amongst films. Also people use informative media
such as the news and documentaries in order to find out what is happening in
the world. In addition to this people engage with different types of media such
as magazines for reassurance in self image for example. Following this, people
may engage with soaps in order to form a relationship with the
characters/readers.

4. The focus in the theory
It’s suggested that this theory focusses on what people do with the media and
how they use it in their lives and the theory doesn’t focus on what the media
does to people.

5. Individual interpretations
Blumler and Katz believe that there’s more than one way that the public use the
media. According to their findings they claim that all media consumers have a
free will to decide how they will use the media and how the media will effect
them. The uses and gratification theory takes out the idea that the media can
have an unconscious influence on users lives and how we view the world.

6. A case where the theory is present
The uses and gratification theory can be seen in cases such as personal music
selection. We as users will select music in order to show empowerment or other
socially conscience motives and to fit a particular mood. There are many
different types of music and we choose from them so that a particular need is
fulfilled.

7. Uses and gratifications assume that the user has
alternate choices to satisfy
In order for our production to appeal to
the widest audience possible, we need to
ensure that all if not most aspects of this
diagram are taken into consideration.
Bulmer & Katz have highlighted people
choose their media in order to satisfy a
need therefore if the production includes
many of these elements/‘needs’ it’s likely
that the film will be very popular amongst
a wide number of people.

8. Linking back to our opening scene
Blumler and Katz believe that, we as individuals decide on the media content we view
so it’s important that these factors are taken into consideration. For example we need
to make our film engaging for our young audience so that they feel involved with the
film and escape from reality, keeping them engaged throughout the film. Also, as our
opening scene is aimed at a young audience, it’s likely that adults will be attending as
guardians, therefore the production should be engaging enough so that the older
audience remain engaged. This could be achieved by creating desirable characters
which will encourage them to form a relationship, keeping the audience engaged . This
means our production needs to target different aspects so that the film is suitable and
enjoyable for all ages.