Uses and Gratifications TheoryBlumler and Katz

Definition & Summary

Uses and Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself by asking “What do people do with media?” rather that “What does media do to people?” (Katz, 1959). 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 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 fulfil specific gratifications. This information sources for viewers’ gratification. (Katz, E., Blumler, J.G. , & Gurevitch, M. 1974)

-Blumler and Katz suggested people use the media to satisfy their needs. This is called The Four Needs Theory. It has four main parts –

1. Escape and diversion from everyday life

2. Surveillance and information

3. Personal relationships

4. Personal identity

The Music Press and The Four Needs:

1. Music magazines and websites can provide an escape from people’s own everyday life; the audience can get involved with different artists and stories; they can get carried away with drama or excitement and forget about their own lives and worries for a while.

1. Surveillance: music magazines and websites provide various kinds of information about music, artists and the music business itself so the

audience can learn things, and find out what is happening “out there”.

2. Personal relationships: the audience can chat to each other about music, artists, events and stories, sharing opinions and information and so on using social media like twitter and facebook. It provides

an opportunity for social interaction.

3. Personal identity: the audience members can compare themselves with people in the stories,

imagining how they would react in similar circumstances. Some people like to identify with a

type of music and describe themselves as a “Metal” fan or “Rap” fan, for example.