Uses & Gratifications

Theorists Blumler & Katz (1974) came up with 4 main uses we have for consuming the media:
1. 2. 3. 4.

Diversion Personal relationships Personal identity Surveillance

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U&G: Diversion

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U&G: Diversion
escaping, relaxing getting filling

or being diverted, from problems intrinsic cultural or aesthetic enjoyment time release arousal

emotional sexual
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U&G: personal relationships

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U&G: personal relationships

gaining insight into circumstances of others; social empathy identifying with others and gaining a sense of belonging finding a basis for conversation and social interaction having a substitute for real-life companionship helping to carry out social roles enabling one to connect with family, friends and society

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U&G: personal identity

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U&G: personal identity

finding finding

reinforcement for personal values models of behaviour with valued other (in the media) insight into one's self

identifying gaining
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U&G: Surveillance

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U&G: Surveillance

finding out about relevant events and conditions in immediate surroundings, society and the world seeking advice on practical matters or opinion and decision choices satisfying curiosity and general interest learning; self-education gaining a sense of security

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Criticisms

This theory suggests we alwayschoose to consume the media It suggests we always have a need to fulfill It suggests we are always in control of the media texts we are faced with

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