USES AND GRATIFICATIONS THEORY

This media theory is a popular approach to understanding how audiences uses the mass media. It questions ‘what do people do with media?’ it assumes that the audience are NOT PASSIVE but take an ACTIVE role in interpreting and integrating media into their own lives The theory holds audiences responsible for actively choosing and using media to satisfy specific needs In 1973 study Katz, Gurevitch and Haas saw the media an a means by which individuals connect or disconnect themselves with each other and society. They developed a list of 35 needs which they grouped into 5 CATEGORIES...

Cognitive Needs

Needing information

knowledge and understanding

Affective Needs

Needing pleasure and emotion and

feelings (Entertainment

needs)

Social Integration Needs

Communication with family and friends (Shared

Culture)

Personal Integration Needs

Understanding ones self and one’s status

(Often through representations)

Tension Release Needs

Escapism and diversion from everyday life