Uses and Gratification Theory posits that people actively seek out media to fulfill specific needs like information, personal identity, social interaction, and entertainment. People seek information to learn, satisfy curiosity, and gain a sense of security. They seek personal identity through reinforcing values and finding role models. Social interaction needs include feeling connected to others and carrying out social roles. Entertainment provides escape, relaxation, and enjoyment.

1. Uses and Gratification Theory

2. Uses and Gratification Theory, what it is.
• Blumer & Katz uses and gratification theory is a approach to understanding why
people seek out specific media outlets and different content to reach self
fulfilment and happiness. The theory explains how users proactively search for
media that will meet a specific need but enhance knowledge, social interactions
and diversion .
• The user has four basic needs
• Information
• Personal identity
• Integration and social identity
• Entertainment

3. Information
• Finding out about certain events and conditions in
intermediate surroundings
• Seeking advise of a practical matters and helping to make life
decisions
• Satisfying curiosity and general interest
• Learning- Self education
• Gaining a sense of security through lack of ignorance

4. Personal Identity
• Reinforcing personal values
• Finding models of behaviour
• Identifying with valued aspects of media
• Gaining an insight and finding yourself

5. Integration and Social Interaction
• Gaining an insight into other peoples circumstances (feeling
empathy)
• Identifying with others, there for feeling a sense of belonging
• Social interactions and conversation
• A substitute for real life companionship
• Helping to carry out social roles
• Enabling one to connect with family, friends and society

6. Entertainment
• Escaping, or diverting from problems
• Realxing
• Getting cultural enjoyment
• Filling time/boredem
• Emotional realise
• Sexual arousal

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it gives an model of
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general
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Able to
identify with
It gains a sense people in
of security image, as
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the reader is everyday
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through an
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