Theory of Uses and Gratification

Uses and Gratification Theory is an approach to understanding why people actively seek out

specific media outlets and content for gratification purposes. The theory discusses

how users proactively search for media that will not only meet a given need but enhance

knowledge, social interactions and diversion.

Diversion- Escape from reality

Personal Relationship- Can effect social conversation, helps to form relationships with others

Personal Identity- Helps

user to reassure their

self-understanding

Surveillance- To find out

what is going on around

us

It assumes that the audience interpreting and integrating movies into their own lives. The theory

also holds that audience choose what they will watch to meet their needs.

This theory focuses more on what people do with

media, and how they use it in their lives. The

approach suggests that people use the media to

fulfill specific gratifications.

Blumler and Katz’s uses and gratification theory suggests that media users play an huge role in choosing and using the

media. The theorist say that a media user seeks out what best fulfils the needs of the user.

Uses and gratifications assume that the user has alternate choices to satisfy

their need.