Audience Theory!

Uses and Gratification!

Explanation…

It is the theory which explains how people use media for their needs and gratification. In other words we can say this theory states what people do with media rather than what media does to people.

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.

Media Consumers choose media texts that fulfil one or more of these needs:

1) The need to be INFORMED and EDUCATED about the world in which they live.

For example: Documentary

2) The need to IDENTIFY personally with the characters and situations in order to learn more about themselves.

For example: Soap Operas

3) The need to be ENTERTAINED by a range and variety of well constructed texts.

For example: Action or Comedy

4) The need to use the media as a talking point for SOCIAL INTERACTION.

For example: Large Franchise Movies

5) The need to ESCAPE from their ‘daily grind’ into other worlds and situations.

For example: Fantasy or Sci-fi