Presentation on Katz and Blumler and the Uses and Gratifications Theory

1. K A T Z A N D B L U M L E R
U S E S A N D G R A T I F I C A T I O N S

2. J A Y B L U M L E R
• Born in 1924.
• He was a political graduate of
Antioch College and a doctoral
student at the London School of
Economics.
• He taught at different colleges
including Oxford before working at
Granada Television Research (now
ITV)
• Other works include Television in
Politics and The Challenge of
Election Broadcasting

3. E L I H U K A T Z
• Born in 1926
• Studied Sociology at Columbia
University
• Helped Israel set up its own
broadcast TV station in the 60s.
He used the opportunity to see
how TV effects everyday life.
• He also helped set up TV
stations in other (at the time)
developing countries with
Manchester University (UK)

4. U S E S A N D G R A T I F I C A T I O N S
• The theory tries to understand why people seek
specific forms of media and how it satisfies specific
needs.
• It can be applied to mobile phone use, Internet use,
online gaming and entertainment media

5. B L U M L E R A N D K A T Z P U B L I C A T I O N
( 1 9 7 4 )
The two theorists proposed these reasons as to why
people choose certain media texts.
• Cognitive Needs - using media to understand concepts
and issues (Surveillance)
• Affective Needs - using media to seek pleasure and
satisfy emotional needs.
• Personal Integrative Needs - using media to improve
self-esteem

6. • Tension Release Needs - using media to relieve stress
and tensions like a form of escapism (Diversion)

7. Cognitive Affective
Personal Integrative
Tension Release
E X A M P L E 1
N O C H U R C H I N T H E W I L D
J A Y Z & K A N Y E W E S T
D I R : R O M A I N G A V R A S
E X A M P L E 2
B L A N K S P A C E
T A Y L O R S W I F T
D I R : J O E S E P H K A H N
http://youtu.be/e-ORhEE9VVghttp://youtu.be/FJt7gNi3Nr4