USES & GRATIFICATIONSTHEORY

BY BLUMNER & KATZ

THE THEORYIn 1959, Blumner and Katz researched into how people use media and came up with what they call the ‘Uses and Gratifications’ theory to explain why people use media and how they actively incorporate it into their lives.

The 5 concepts Blumner and Katz identify are:

• Diversion/Escapism • Personal Relationships• Personal Identity• Surveillance/Information• Entertainment

DIVERSION/ESCAPISMBlumner and Katz identify that people use the media to escape from everyday life by consuming media such as TV, film, newspapers and magazines.

In this case, the audience escape into the world of R&B and R&B artists. They can imagine going to see bands on tour, and immerse themselves in the lives of others and their music.

PERSONAL RELATIONSHIPSPersonal relationships is how Blumner and Katz explain how people use the media to fit into social groups or to create a group of people that enjoy the same medias. In this case people are all into the same music genre so can commune at gigs and festivals.

PERSONAL IDENTITYThe third way that Blumner and Katz identify in their theory is personal identity. This is when you find out about yourself through reading things in magazines, and the way some people are reflected may reflect yourself.

An example is if the reader sees how the people in my magazine dress and see if this relates to them and therefore decide if you have/want a similar identity.

SURVEILLANCE/INFORMATION

This is when the audience uses the media to find out what is going on around us. In this case in magazines we can find out about the bands we like and what goes on in their personal lives.

ENTERTAINMENTEntertainment occurs when people use the media for enjoyment or to make them happy. Competitions, freebies, reviews, exclusives and funny stories are all examples of how the media can entertain the audience.