2. Uses and Gratification 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.
3. Diversion- Escape from reality
Personal Relationship- Can effect social conversation, helps to
form relationships with others
Personal Identity- Helps
user to reassure their
self-understanding
Surveillance- To find out
what is going on around
us
4. It assumes that the audience interpreting and
integrating movies into their own lives. The theory
also holds that audience choose what they will
watch to meet their needs.
5. This theory focuses more
on what people do with
media, and how they use
it in their lives. The
approach suggests that
people use the media to
fulfill specific
gratifications.
6. Blumler and Katz’s uses and gratification theory suggests that
media users play an huge role in choosing and using the
media. The theorist say that a media user seeks out what best
fulfils the needs of the user.
