Uses and Gratification theory suggests that media users actively select and use media to fulfill certain needs and goals. According to the theory, users take an active role in the communication process by seeking out media that satisfies their needs, which can include needs for information, personal identity, social interaction, and entertainment. The theory assumes users have choices and will select the media that best fulfills their particular needs.

1. Uses and Gratification theory

2. 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.

3. INFORMATION
– Finding out about relevant events and conditions in
immediate surroundings, society and the world
– Seeking advice on practical matters or opinion and decision
choices
– Satisfying general interest
– Learning; self-education
– Gaining a sense of security through knowledge

4. PERSONAL IDENTITY
– finding reinforcement for personal values
– finding models of behaviour
– identifying with valued other (in the media)
– gaining insight into one's self

5. SOCIAL INTERATION
– gaining insight into circumstances of others
– identifying with others
– finding a basis for conversation and social interaction
– having a substitute for real-life company
– helping to carry out social roles
– enables one to connect with family, friends and society

6. ENTERTAINMENT
– escaping, or being diverted, from problems
– relaxing
– getting basic cultural or visual enjoyment
– filling time
– emotional release

7. Information
Get the latest news/information about
Franz Ferdinand's new album.
Personal Identity
The ‘letters’ article on page 12, would be
relatable as we may like the same bands
the other readers are writing about/gone
to the same concert/watched the same
thing etc. We also may find reinforcement
for personal beliefs- eg opinions on a
band.
Social Interaction
Muse’s ‘bizarre on the road facts’ (page 7)
could be a point for social interaction and
finding a basis for conversation, as they
could talk about how ‘bizarre’ they were.
Also gaining insight into Muses personal
life. Page 5 Dorain and Kate’s plans after
the split- also gains insight into their
circumstances.
Entertainment
‘The UK’S No1 gig guide’- can be read to
fill time, looking at all the good gigs. Also
can be used to escape or divert problems,
as we can imagine ourselves at the gigs
talked about, and ponder whether we
want to go or not.