The Uses and Gratifications theory was started by Blumler and McQuail in 1968 who stated that they see media audience as ACTIVE. This means that the media audience chooses what to watch and this way influences the media and what they produce.
1. Diversion
Many researched into the Blumter and Katz theory which is why it's commonly called the Uses and Gratification Theory. In 2008 Watson noticed that we often use media to "escape from routine" or to escape our problems/stresses. This may be one need you have from media.
Some people may use media as a way of making up for the lack of something in their own personal lives.
Some people may use media as a way of making up for the lack of something in their own personal lives.
2. Personal Relationships
Furthermore according to Watson, we tend to know more about characters from soaps/tv series than we know about our own neighbors
The mass media can be used to compensate for the lack of community spirit in our lives.
The mass media can be used to compensate for the lack of community spirit in our lives.
3. Personal Identity
We may use the media to help us cope with parts of our identity which we are unsure about.
4. Surveillance
People may use the media to obtain information about the social world.
The recent increase in online blogging and websites where people can add their own knowledge such as 'Wikipedia' is a good example of this.
The recent increase in online blogging and websites where people can add their own knowledge such as 'Wikipedia' is a good example of this.