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Tanika Singh Uses and gratifications theory The uses and gratification theory is a theory created by Katz and Blumler in 1974. The theory is an approach to understanding why and how different people seek different media to fulfil specific gratifications and focuses on ‘what people do with media’. There are 4 different reasons that suggest as to why people watch and use the media: Social Interaction Information Entertainment Personal Identity Social Interaction Media can be used to as a way for people to socialise with. For example, a certain TV programme can be used as a topic of conversation within a group of people who watch the TV programme. Certain kinds of media can be used to create debates, for example the topic of who is left in the X-Factor finals. People who all enjoy a certain kind of media can use it as a reason to gather and enjoy the media in each other’s company. Information People use media to find out certain things happening in the world. For example, someone may just use media specifically to watch the news. Another person may use media to keep up with celebrities’ latest gossip etc. Entertainment People can also use media as an escape mechanism to forget about or distract themselves from their lives. For example,
