Blumler and Katz- Uses and Gratification Theory

Blumler and Katz’s uses and gratification theory suggests that media users play an significant role in choosing and using the media for certain purposes .  Its Users take an active part in the communication process and are goal oriented in their media use.  They claim that the media user seeks out a media source that bests satisfies and fulfils their needs.  Uses and gratifications assume that the user has alternate choices to satisfy their need. Its main roles are: 

• Diversion- the media can be used as a distraction from the humdrum of everyday life. For example, the internet has become the core part of our lifestyle where we can get feasible access to social media, information and other sources of entertainment.
• Educate- this is to keep the audience updated with the recent information that they have been given to help shape your understanding, knowledge after acquiring the information e.g.. film trailers, magazines etc.
• Entertain- Audiences mostly use the media for entertainment to fulfil their enjoyment. The more we consume it, the less we have to worry about the daily woes and struggles in our life, defining it as our own temporary 'utopia'. In other words, it is used as another form of escapism.
• Social Interaction- To make the media product known, the word of mouth helps spark intrigue as well as a debate, conversations with other people in social media or in person. For films, audiences would have expectations of how the film is distributed and marketed.
• Identify- This helps identify who your targeting as well as recognising the product or person around you, role models that reflect you and your personality, aspirations to be someone else big.