Blumler and Katz' theory concerns what the audience does with the media as opposed to what it does to the audience and the influences it has on them. They present the use of media in terms of the gratification of social and psychological needs of the individual themselves.
They argue people's needs influence how they use and respond to a medium, such as the mood of someone influencing their choice of media for example someone with stress choosing more relaxing content and those with boredom choosing exciting content. The same TV programme can also gratify different needs for different people. Different needs can be associated with different personalities, backgrounds, stage of maturation and social roles. There are four different reasons for media use:
Information - Finding out about relevant events and learning, gaining a sense of security through knowledge.
Personal Identity - Finding reinforcement for personal values, finding models of behaviour
Integration and Social Interaction - Identifying with others, empathy, fnding a basis for social interaction and conversation, enabling one to connect with family/friends
Entertainment - Escapism, emotional release, relaxing, sexual arousal
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