USES & GRATIFICATION THEORY

• ASSUMES AUDIENCES ARE ACTIVE.
• AUDIENCES CONSUME MEDIA TEXTS FOR THERE OWN DIFFERENT PURPOSES.
• AUDIENCES HAVE A CHOICE
• Blumler and Katz suggested four reasons.... Diversion, Personal identity, Personal relationships and Surveillance
• Denis McQuail made a detailed breakdown of audience motivation i.e. entertainment, self education, seeking advice and relaxing