Blumler & Katz 1974

Gratification Theory Blumler & Katz 1974

Uses and Gratifications 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.

 It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers' gratification.^[2] (http://en.wikipedia.org/wiki/Uses_and_gratifications_theory)

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 active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorist say that a media user seeks out a media source that best fulfils the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need.’ (http://www.uky.edu/~drlane/capstone/mass/uses.htm)