Blumler & Katz published a theory in 1974 proposing that individuals choose media to fulfill various needs such as diversion, personal relationships, personal identity, and surveillance. The uses and gratifications theory focuses on how active audiences interpret media to meet their needs. It can be applied to different media like television, music videos, and the internet. Viewers may use music videos for diversion, to connect with others, to relate to characters' identities and lyrics, and to learn about other cultures.

1. Blulmer & Katz (1974)

2. Basic Idea
 Blumler & Katz in 1974 published a theory stating that
individuals may chose a text to ‘gratify’ a range of
needs
 This theory places more focus on the consumer and
assumes that the audience are not passive, but they
actively interpret the media they are consuming
 This theory can be applied to numerous media tools;
including the internet, television, music videos etc

3. 4 Main Principles
 Diversion – to escape from everyday problems and
routines
 Personal Relationships – using the media for
emotional and other interactions
 Person Identity – finding yourself reflected in texts
and learning behaviours and values
 Surveillance – information which could be useful for
living (weather reports, financial news)

4. In Terms of Music
 Diversion – viewers of programmes such as MTV, use
the music to relax and escape from boredom
 Personal Relationships – music videos enable people
to relate to families and friends through the lyrical
themes
 Personal Identity – often the young viewers feel like
they can relate to the characters within the video and
the lyrics of the songs
 Surveillance – through the videos they can learn about
other cultures etc

5. Type of Music
 When people are in a frustrated or angry mood, people
tend to listen to rock music as a form of escapism and
to release tension
 Furthermore, if people are upset or sad they might
listen to someone like Damien Rice etc

6. Criticisms
 The media dependency theory states that the more
dependent an individual is on the media to fulfil their
needs, the more significant the media becomes to that
person
 Some have criticised this theory as they believe that
consumers have no power over the media and what
they produce
 Mainly audience-centred which isn’t always accurate