Audience theory

In 1948, Lasswell introduced a four-functional interpretation of the media on a macro-sociological level. Media served the functions of: surveillance, correlation, entertainment and, cultural transmission for both society and individuals 25 years later, in 1972, Blumler, McQuail and Brown extended Lasswell's four groups. These included four primary factors for which one may use the media: Diversion: Escape from routine and problems; an emotional release Personal Relationships: Social utility of information in conversation; substitution of media for companionship Personal Identity or Individual Psychology: Value reinforcement or reassurance; self-understanding, reality exploration Surveillance: Information about factors which might affect one or will help one do or accomplish something In 1974, Katz, Blumler and Gurevitch realized that many Uses and Gratification studies, to that point in time, were mostly focused on seven areas. The areas were: The social and psychological origins of needs which generate expectations of mass media or other sources, which lead to differential patterns of media exposure (or engagement in other activities), resulting in need gratifications and other consequences, perhaps mostly unintended ones Therefore, Katz, Blumler and Gurevitch developed the Uses and Gratifications model to better study how and why people were using media for personal satisfaction. Stuart hall then expanded the uses of gratification further in the 1980s 1990s. He called this the reception theory.