Uses and Gratification Theory

The functionalist paradigm insists that media has powerful effects on people, exemplified by the "hypodermic needle" and "bullet theory" models, which view media as aimed at a passive audience. This model was used by practitioners from the 1920's to the 1940's, but a shift occurred during the middle of the 20th century, led by Katz and Blumber emphasizing uses and gratifications. Instead of the functionalist approach, asking what media does to people, Katz explored what people do with media.

Blumer and Katz created a theory centred around the audience and why they buy the media they do. This theory relates to the dependency theory. There are 4 reasons why the audience may buy this magazine:

(1) Diversion -- Escape from routine and problems; emotional release;

(2) Personal Relationships -- Social utility of information in conversation; substitution of media for companionship;

(3) Personal Identity or Individual Psychology -- Value reinforcement or reassurance; self-understanding, reality exploration;

(4) Surveillance -- Information about factors which might affect one, or will help one do or accomplish something.

They developed 35 needs based on the social and psychological functions of the mass media, and placed them in five categories:

(1) Cognitive needs -- Acquiring information, knowledge and understanding;

(2) Affective needs -- Emotion, pleasure, feelings;

(3) Personal integrative needs -- Credibility, stability, status;

(4) Social integrative needs -- Family and friends;

(5) Tension release needs -- Escape and diversion.

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