The document discusses the uses and gratifications theory of mass communication. It begins by asking what the reader has done that day, like checking social media or watching TV, to introduce the idea that people actively engage with different forms of media. It then explains that the uses and gratifications theory focuses on what people do with media rather than what media does to people. The theory, developed by Blumler and Katz in the 1940s, suggests that media users play an active role in choosing media to fulfill needs and gratifications. It provides examples of gratifications like being informed, entertained, or escaping troubles. While criticized, the theory continues to be used by scholars to understand how audiences consume media.

1. What
have
you
done
today?

2. Checked your Fac
e book notification
s?
Read a ma llboard?
g azine?
Drive n by a bi
Watch
Gone to a sporting event? ed
T.V.?

3. e probab ly come in
is you hav
Wh at ever it
e form of
media
contact with som

4. Which brings me to my point…

5. Since the media is everywhere
shouldn’t there be a theory about it?

6. Th er e is!!!
It’s known as the uses and
gratifications theory.

7. The uses and gratifications theory focuses on
the consumer rather than focusing on the
message by asking “what people do with
media” rather than “what media does to
people”.

8. Uses and Gratification Theory is a popular approach to
understanding
mass communication.
The audience watch media to satisfy their physiological needs
for example: when we watch reality shows or shows such as ‘x-factor’, throughout
the audition we as the audience make a judgement and we are allowed in a
sense to laugh at them, whilst relieving it’s not us in their position.
Uses and Gratifications

9. In other words, the audience uses media to meet
their needs and to fulfill specific gratifications*.
*Gratifications are sources of pleasure or satisfaction.

10. Blumler and Katz first began
studying this theory in the 1940’s.
and it’s still used by scholars today!

11. Uses and Gratifications
Blumler and Katz’s uses and gratification theory suggests that
media users play an active role in choosing and using the media.
Users take an active part in the communication process and are
goal oriented in their media use. It is said to be that the power is
considered to lie with the consumer to gratify their needs or
interests.
•To be informed or educated
•In order to identify with the characters and situation
•To be entertained
•To enable themselves to socially interact with others
•To escape from their daily troubles
these are the five main reasons thought by Blumler and Katz of why audiences may
consume media.

12. Since then, the theory has been
criticized by many.
ed s.
on o f ne
rati ficati
ne the g
det ermi
to
oo hard
It’s t
All research is
It will not succeed in “contributing b ased on survey
s!
substantially” to the field of communication.

13. The criticism has not deterred
scholars, and research continues.

14. Just remember…
The uses and gratifications
theory looks at what
people do with media.

15. Questions? Just ask…