Uses and Gratification Theory proposes that people actively seek out media to meet specific needs or gratifications. Katz, Blumler, and Gurevitch developed the model in 1974, identifying five components: that audiences are active, take initiative in linking media to gratification, media competes with other sources of satisfaction, gratifications can be derived from audience members, and value judgments should be suspended to explore audience orientations. The theory suggests people use media like music for diversion, social interaction, identity, and information gathering.