2. Uses & Gratifications Theory
Created by Blumner and Katz in 1959, they suggested that people
take an active role into actively incorporating media into their own
lives
They also suggest that people choose media depending on their
needs, needs include:
• Identity
• Educate
• Entertain
• Social interaction
3. Personal Identity
To identify yourself with a product or person and have the ability
to relate to them, whether it’s because it portrays a similar value
to one you already posses or if your aspiring to them
4. Educate
Informing the audience with information that will improve or create
knowledge and understanding. The news is a good example of
this as it informs people as to what is happening around the
world, new government policies ext…
5. Entertain
Having the ability to escape from everyday lives/ be diverted
form their problems, switch off and purely enjoy some form of
media, this may be to relax or even pass time
6. Social Interaction and Integration
When a media product has created the ability to spark
conversation between one another this may enable a connection
between friends, family and society. Social interaction is also
gaining an insight into the situation and circumstances people are
put in (social empathy)
