Uses and gratification theory is a popular theory to understanding mass communication within audiences. The theory focuses on more on the audience, and 'what the audiences do to media' rather than 'what media does to the audience.' It suggest the audience is not just passive, but that they actually take an active role in interpreting the media text and integrating it into their own lives. The theory says that audience choose media that meets their needs. Looking at the theory in more depth, it suggests that audiences use the media to fulfil specific gratifications.
In 1974 Bulmer & Katz suggested reasons for consumption by the audience, they were as followed:
Information - satisfying curiosity and general interest.
Personal Identity - finding reinforcement for personal values and finding models of behaviour.
Integration and Social Interaction - identifying with others and gaining a sense of belonging and finding a basis for conversation and social interaction.
Entertainment - escaping, or being diverted, from problems and relaxing.
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