Theorists Blumler & Katz identified 4 main uses or gratifications that people seek from consuming media: diversion from problems, developing personal relationships, forming personal identity, and keeping informed. Their uses and gratifications theory has been criticized for suggesting that people always choose media to fulfill needs and are always in control of the media texts they consume.
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U&G Theory
1. Uses & Gratifications Theorists Blumler & Katz (1974) came up with 4 main uses we have for consuming the media: Diversion Personal relationships Personal identity Surveillance
3. U&G: Diversion escaping, or being diverted, from problems relaxing getting intrinsic cultural or aesthetic enjoyment filling time emotional release sexual arousal
5. U&G: personal relationships gaining insight into circumstances of others; social empathy identifying with others and gaining a sense of belonging finding a basis for conversation and social interaction having a substitute for real-life companionship helping to carry out social roles enabling one to connect with family, friends and society
7. U&G: personal identity finding reinforcement for personal values finding models of behaviour identifying with valued other (in the media) gaining insight into one's self
9. U&G: Surveillance finding out about relevant events and conditions in immediate surroundings, society and the world seeking advice on practical matters or opinion and decision choices satisfying curiosity and general interest learning; self-education gaining a sense of security through knowledge
10. Criticisms This theory suggests we alwayschoose to consume the media It suggests we always have a need to fulfill It suggests we are always in control of the media texts we are faced with
