Uses And Gratifications Theory
Blumler and Katz's uses and gratification theory suggests that media users play an active role in choosing and using media. Users take an active part in the communication process and are goal oriented in their media use. The theorist say that a media user seeks out a media source that best fulfills their needs. Uses and gratifications assume that the user has alternate choices to satisfy their need. Blulmer and Katz's theory states that individuals might choose and use a text for the following purposes:
-Diversion - escape from everyday problems and routine.
-Personal relationships - using the media for emotional and other interaction (e.g. substituting soap operas for family life).
-Personal identity - finding yourself reflected in texts, learning behaviour and values from texts.
-Surveillance - information which could be useful for living (e.g. weather reports, financial news, holiday bargains)