Uses and Gratifications theory
- plysong01
- Sep 6, 2017
- 1 min read
What are Uses and Gratifications theory?
Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs.
-It is an audience-centered approach to understanding mass communications
Blumler & Katz 1974
Blumler & Kat's uses and gratifications theory proposes that media consumers contribute and have role in the media.
-Their UGT suggests that media users contribute and have an active role in the media.
The user has 4 simple needs
-Diversion-the need to relax and escape
-Personal Relationships-using media to fulfill their personal relationship with friends or becoming part of a social group
-Personality identity-using media to find more about yourselves
-Surveillance-using the media to find out what is going on around us,keep updates,trendy
The theory can simply be summarised as:
1.Education
2.Entertainment
3.Escapism
4.Social Interaction
5.Relating to characters and Situations
3 other audience uses and gratifications
Visceral - (A physical or emotional response) e.g. using colour
Vicarious - (Experiencing something through someone else) e.g. Hardcore Henry
Voyeuristic - (‘Spying’ on other people) eg. Rear Window
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