The uses and gratifications theory views audiences as actively seeking out specific media to meet certain needs. It focuses on why and how people use media rather than what effect media has on people. Katz, Blumler and Gurevitch identified seven areas of focus for this theory including needs, expectations of media, patterns of exposure, gratification of needs, and consequences. They developed 35 needs that were categorized into cognitive, affective, personal integrative, social integrative, and tension release. Common gratifications identified include information, entertainment, social interaction, and escape from reality.

1. Vishnu Durga.K

2.  Uses
and gratifications (U&G)is an approach to
understand why and how people actively seek
out specific media to satisfy the specific needs.

UGT (uses and gratification theory)views people
as active.
 This
theory mainly focus on the consumer, or
audience instead of the actual message itself by
asking “What people do with the media” or
rather What media does to people”(katz,1959)

3.  Katz, Blumler and Gurevitch (1974), realised and
they focused on seven areas:
1. The social and psychological origins of
2. needs which generate
3. expectations
4. of mass media or other sources,which lead to
5. differential patterns of media exposure (or
engagement in other activities resulting in)
6. needs gratifications and
7. other consequences, perhaps mostly unintended
ones

4. 
They developed 35 needs taken from the social and
psychological functions of the mass media and put
them into five categories
1. Cognitive needs (acquiring information,
knowledge and understanding)
2. Affective needs (emotions, pleasure,
feelings)
3. personal integrative needs (credibility,
status, stability)
4. Social integrative needs (interacting with
family and friends)
5. Tension release needs (escape and diversion)

5. 
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Information/ Surveillance
Personal Identity
Integration and social interaction
Entertainment

6. 
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Escape from reality
Relate to others/ characters (soap operas)
Entertainment (drama/comedy)
Informed and educated (news/ documentary)
Socialise with others

7. 
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Many people have criticized this theory as they
believe the public has no control over the media
and what it produces.
The theory takes out the possibility that the
media can have an unconscious influence over
our lives and how we view the world.
Media consumers have a free will to decide how
they will use the media and how it will effect
them.’