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Media Audiences

Media effects: uses and gratifications

  • 3 things to know
  • Media One and Media Two

Overview

Blumler and Katz, the four needs, how the theory reverses the effects question, and the criticism that it assumes self-knowledge.

What you need to know

Answer each one before you reveal it.

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Key term

What four needs does uses and gratifications identify?

Evaluation

What does uses and gratifications claim about audiences?

Who and when

Which researchers developed uses and gratifications theory?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What does uses and gratifications theory propose about the role of audiences in relation to media?

    Model answer

    It proposes that audiences are active participants who select media to satisfy specific needs rather than being passive recipients of media messages.

  2. 2

    In uses and gratifications theory, what does the information/surveillance need refer to?

    Model answer

    The need to acquire information, knowledge and understanding about the world, including news and current events.

  3. 3

    What is the personal identity need in uses and gratifications theory?

    Model answer

    The need to find reinforcement for personal values, explore identity, and find models of behaviour through media content.

  4. 4

    How does uses and gratifications theory define the integration and social interaction need?

    Model answer

    The need to gain insight into others' circumstances, identify with others, find a basis for social interaction, and feel a sense of belonging.

  5. 5

    What does the entertainment/diversion need involve according to uses and gratifications theory?

    Model answer

    The need for escapism, relaxation, emotional release, and filling time through media consumption.

  6. 6

    Which researchers are associated with the development of uses and gratifications theory?

    Model answer

    Blumler and Katz, whose work set out the needs audiences seek to satisfy through media use.

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