Blumler & Katz Uses of gratification theory

About the uses & gratification theory

According to Blumler & Katz the uses and gratifications theory suggests that media users play a vital role when it comes to choosing and using the media. This is because users are goal oriented in their media use and they take an active part in the communication process. Also the theorists claim that users seek out a media source that best fulfils their needs as a user. Although uses and gratifications assume that the user has alternate choices to satisfy their needs.

Reasons why we use media

One reason why we could use media could be in order to escape from reality this is especially relevant amongst films. Also people use informative media such as the news and documentaries in order to find out what is happening in the world. In addition to this people engage with different types of media such as magazines for reassurance in self image for example. Following this, people may engage with soaps in order to form a relationship with the characters/readers.

The focus in the theory

It’s suggested that this theory focusses on what people do with the media and how they use it in their lives and the theory doesn’t focus on what the media does to people.

Individual interpretations

Blumler and Katz believe that there’s more than one way that the public use the media. According to their findings they claim that all media consumers have a free will to decide how they will use the media and how the media will effect them. The uses and gratification theory takes out the idea that the media can have an unconscious influence on users lives and how we view the world.

A case where the theory is present

The uses and gratification theory can be seen in cases such as personal music selection. We as users will select music in order to show empowerment or other socially conscience motives and to fit a particular mood. There are many different types of music and we choose from them so that a particular need is fulfilled. 

Uses and gratifications assume that the user has alternate choices to satisfy

In order for our production to appeal to the widest audience possible, we need to ensure that all if not most aspects of this diagram are taken into consideration. Bulmer & Katz have highlighted people choose their media in order to satisfy a need therefore if the production includes many of these elements/‘needs’ it’s likely that the film will be very popular amongst a wide number of people.

Linking back to our opening scene

Blumler and Katz believe that, we as individuals decide on the media content we view so it’s important that these factors are taken into consideration. For example we need to make our film engaging for our young audience so that they feel involved with the film and escape from reality, keeping them engaged throughout the film. Also, as our opening scene is aimed at a young audience, it’s likely that adults will be attending as guardians, therefore the production should be engaging enough so that the older audience remain engaged. This could be achieved by creating desirable characters which will encourage them to form a relationship, keeping the audience engaged . This means our production needs to target different aspects so that the film is suitable and enjoyable for all ages.