Uses And Gratification Theory

Uses and Gratification Theory Uses and Gratification Theory is an approach which explains why people use media to satisfy their needs and what people do with the media, rather than what the media does to people. In the 1960’s when TV was introduced,... More

Uses and Gratification Theory Uses and Gratification Theory is an approach which explains why people use media to satisfy their needs and what people do with the media, rather than what the media does to people. In the 1960’s when TV was introduced, theorists realised that audience made specific choices about what they did with texts. In 1948 the theory was created by Lasswell who suggested that media texts had functions for individuals and society. These are: • Surveillance – To keep an eye on what is happening around. • Correlation – Media connects different elements of our society. • Entertainment – The audience use media as a form of relaxation and entertainment. • Cultural Transmission – Media is used to transmit cultural practices and values across to the audience. The theory was then further developed by researchers Blulmer and Katz in 1974 who suggested that individuals may use media for very specific purposes, such as for uses and gratification. These are: • Diversion – A way Less