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Uses and gratifications
What is it? 
• An approach to understanding why and how people actively seek out 
specific media to satisfy specific needs. 
Devised by Blumer and Katz in 1974 which looks at the different ways 
people look at media. They state people can use media in 4 different 
ways: 
Surveillance: Gaining information about the world 
Personal relationships: Using the media for social and personal 
interaction 
Personal identity: Finding parts of yourself within text and basing 
identity on text 
Diversion: Escape from everyday life and problems
Surveillance 
Giving information 
about the world
Personal 
relationships 
Things you can talk 
about with your friends 
at school, with the 
same interests
Personal 
identity 
Appeals to people to 
like these specific bands 
and artists
Diversion 
Gives people an escape 
from reality when 
reading these
Diversion 
Gives people an escape 
from reality when 
reading these

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Uses and graitifcations

  • 2. What is it? • An approach to understanding why and how people actively seek out specific media to satisfy specific needs. Devised by Blumer and Katz in 1974 which looks at the different ways people look at media. They state people can use media in 4 different ways: Surveillance: Gaining information about the world Personal relationships: Using the media for social and personal interaction Personal identity: Finding parts of yourself within text and basing identity on text Diversion: Escape from everyday life and problems
  • 4. Personal relationships Things you can talk about with your friends at school, with the same interests
  • 5. Personal identity Appeals to people to like these specific bands and artists
  • 6. Diversion Gives people an escape from reality when reading these
  • 7. Diversion Gives people an escape from reality when reading these