The Uses and Gratifications Theory focuses on why the public uses media rather than how media affects people. Blumler and Katz's theory suggests that media users play an active role in choosing media to fulfill their needs. Users are goal-oriented in their media use and take an active part in choosing the media source that best fulfills their needs. The theory proposes that users have alternative choices to satisfy their needs and uses media for diversion, personal relationships, personal identity, and surveillance.

1. Users and Gratifications Theory
(Blumler & Katz, 1974)

2. Theorists: Blumler and Katz
Explanation of Theory:
The Uses and gratifications Theory focuses on why the public use the media rather than what
the media consists of and how it might effect people. Blumler and Katz’s uses and gratification
theory suggests that media users play an active role in choosing and using the media. Users
take an active part in the communication process and are goal oriented in their media use. The
theorist say that a media user seeks out a media source that best fulfils the needs of the
user. Uses and gratifications assume that the user has alternate choices to satisfy their need.
Suggesting four ways in which audiences use the media:
• Diversion- Also described as ‘escapism’ a sense that diversion enables one to escape
reality, to be diverted from problems in order to relax.
• Personal relationships- The need to form and maintain personal relationships with others
or be part of a social group.
• Personal identity: To find a sense of belonging, by defining ourselves through media
influences in order to establish our own identity, and to find reinforcement for our own
person values.
• Surveillance- The media are full of information which we feel we need to consume to gain a
sense a security through knowledge, and to satisfy curiosity or general interest.

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