Since the media is everywhereshouldn’t there be a theory about it?
Th er e is!!!It’s known as the uses and gratifications theory.
The uses and gratifications theory focuses on the consumer rather than focusing on the message by asking “what people do with media” rather than “what media does to people”.
Uses and Gratification Theory is a popular approach to understanding mass communication. The audience watch media to satisfy their physiological needsfor example: when we watch reality shows or shows such as ‘x-factor’, throughout the audition we as the audience make a judgement and we are allowed in a sense to laugh at them, whilst relieving it’s not us in their position. Uses and Gratifications
In other words, the audience uses media to meet their needs and to fulfill specific gratifications*.*Gratifications are sources of pleasure or satisfaction.
Blumler and Katz first beganstudying this theory in the 1940’s. and it’s still used by scholars today!
Uses and Gratifications 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. It is said to be that the power is considered to lie with the consumer to gratify their needs or interests. •To be informed or educated •In order to identify with the characters and situation •To be entertained •To enable themselves to socially interact with others •To escape from their daily troublesthese are the five main reasons thought by Blumler and Katz of why audiences may consume media.
Since then, the theory has been criticized by many. ed s. on o f ne rati ficati ne the g det ermi to oo hardIt’s t All research is It will not succeed in “contributing b ased on survey s! substantially” to the field of communication.
The criticism has not deterredscholars, and research continues.
Just remember… The uses and gratifications theory looks at what people do with media.