Uses and Gratifications

Uses and gratifications is about what people do with the media, rather than what the media does to people. This theory assumes that members of the audience are not passive but take an active role in interpreting the media into their lives. This theory also states that the audience are responsible for choosing the media to suit their needs.

Blumler and Brown (1972) stated 4 primary factors for which a person may use the media:

Diversion - Something to do to escape from reality and their problems

Personal Relationships - Using the media to discuss with friends, such as tv programmes will be talked about between friends.

Personal Identity or Individual Psychology - Defining yourself by your media texts

Surveillance - Finding out about the world, your favourite bands, when they were on tour etc..