Short Film

Short Film from Bishop Walsh on Vimeo.

Uses and Gratification Theory: Blumer & Katz

Uses and Gratification theory is an approach focusing on the understanding of mass communication. The theory directs more focus on the audience, asking "what people do with the media" rather than "what media does to people" (Katz, 1959). It assumes the members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. Moreover, the approach also suggests the audience are responsible for choosing media to meet their needs and  fulfil specific gratifications.

The theory states their are 4 basics needs of the user:

1. Diversion - escape from everyday issues.
2. Personal relationships - using the media for interaction.
3. Personal identity - learning behaviours and values from texts. Identifying with characters.
4. Surveillance -  useful information eg. news, weather reports etc.