1. Uses and Gratification Theory

2. Uses and Gratification Theory, what it is.
• Blumer & Katz uses and gratification theory is a approach to understanding why
people seek out specific media outlets and different content to reach self
fulfilment and happiness. The theory explains how users proactively search for
media that will meet a specific need but enhance knowledge, social interactions
and diversion .
• The user has four basic needs
• Information
• Personal identity
• Integration and social identity
• Entertainment

3. Information
• Finding out about certain events and conditions in
intermediate surroundings
• Seeking advise of a practical matters and helping to make life
decisions
• Satisfying curiosity and general interest
• Learning- Self education
• Gaining a sense of security through lack of ignorance

4. Personal Identity
• Reinforcing personal values
• Finding models of behaviour
• Identifying with valued aspects of media
• Gaining an insight and finding yourself

5. Integration and Social Interaction
• Gaining an insight into other peoples circumstances (feeling
empathy)
• Identifying with others, there for feeling a sense of belonging
• Social interactions and conversation
• A substitute for real life companionship
• Helping to carry out social roles
• Enabling one to connect with family, friends and society

6. Entertainment
• Escaping, or diverting from problems
• Realxing
• Getting cultural enjoyment
• Filling time/boredem
• Emotional realise
• Sexual arousal

7. Entertains as Able to see a
it gives an model of
cultural behaviour
insight and a , through the
facial
time for one expressions, t
to relax he man has a
mischievous
look on his
Satisfying face which
curiosity promotes the
desired aspect
and of deviance
general
interest
Able to
identify with
It gains a sense people in
of security image, as
through they are a
couple and
knowledge as
are posed in
the reader is everyday
gaining an clothes, which
insight into is seen as a
someone life social norm
through an
interview