The Uses and Gratifications Theory proposes that audiences consume media to fulfill four basic needs: diversion from everyday life, forming personal relationships, exploring personal identity, and learning about current events. The theory suggests that media exists to gratify these audience needs. It identifies companionship, social interaction, self-understanding, and surveillance of one's environment as the key needs that drive media consumption.

1. AUDIENCE THEORY
USES AND GRATIFICATIONS THEORY (Blumler and Katz)
The audience consumes (uses) the media to fulfil one of four basic needs; and the
media meets (gratifies) these needs.
DIVERSION
The need for escapism; to escape the humdrum of everyday life
PERSONAL RELATIONSHIPS
A) Using the media to fulfil the need for companionship
B) Using the media to form relationships with others; to be part of a social group
PERSONAL IDENTITY
Using the media to find out about ourselves
SURVEILLANCE
Using the media to find out about events going on around us
Task one: explain what the uses and gratifications theory is and identify the four
basic needs.
The uses and gratifications theory is a popular approach to understanding mass
communications with the consumers. It a theory which meets the need of consumer
satisfaction, when people take media into their own needs, such as the four basic
needs listed above.