12A: Uses and gratifications theory (Blumler & Katz)

Researchers Blumler and Katz reignited audience theory in 1974 by stating that media audiences are active and make conscious choices about the way they consume media.

They suggested there are four main uses or gratifications (pleasures) that audiences get from the media.

Diversion: escape from everyday problems and routine - entertainment.

Personal Relationships: using the media for emotional and other interaction (e.g. developing affection for characters in TV)

Personal Identity: finding ourselves reflected in texts or learning behaviour and values from the media. Reality TV or documentary (Educating Yorkshire) are good examples.

Surveillance: Information useful for living (e.g. Weather, traffic news, holiday bargains etc.)

Uses and Gratifications: blog task

Create a blog post called ‘Uses and Gratifications Theory’.

For each of the four categories, write about one media text that fits that particular audience use or pleasure. Make sure you explain WHY it fits the category and use images or clips to illustrate your points.

Audience theory: classwork/homework

1) Complete the Uses and Gratifications blog task above if you did not complete it in the lesson.

2) Read this Mail Online article about the effects of videogames. How does this article link to the hypodermic needle model?

3) Read this BBC profile of Jamal Edwards. How does Jamal Edwards link to the two-step flow model?