Uses and Gratifications: The Blumler and Katz Theory
The Uses and Gratifications theory of Blumler and Katz: how active audiences choose media to satisfy four needs, information, personal identity, social interaction and entertainment.
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Free interactive practice at using the material, which is what the marks are for.
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What audiences do with media
Media Studies asks what audiences actually do with the media they use. Some ideas see audiences as passive, simply soaking up messages. Blumler and Katz argued the opposite: that audiences are active and choose media to satisfy their own needs. Their idea is called the Uses and Gratifications theory. This module looks at that theory and its four needs.
Audience theory words
Learn these four terms before you study the theory.
Active or passive audience?
Ideas about audiences fall into two broad views.
Name the theory, use an example
To reach the top grades, name Blumler and Katz and link each of their four needs to a real media example. For instance, someone might watch a soap opera for entertainment, or follow the news for information. Naming the theory and applying it to a real text is what lifts the mark.
Match the audience need
- information
- personal identity
- social interaction
- entertainment
- using media to learn and find things out
- comparing your own life to media characters
- getting something to talk about with others
- using media to relax and escape
Match the example to the need
- watching a quiz show to learn facts
- seeing your own life in a soap character
- discussing a football match with friends
- watching a comedy to unwind
- the information need
- the personal identity need
- the social interaction need
- the entertainment need
The active audience
According to Blumler and Katz, what does an active audience do?
- It chooses media to satisfy its own needs.
- It believes everything the media says without question.
- It has no effect on which media succeed.
- It is easily controlled by the media.
Name the needs
Select the TWO needs from the Uses and Gratifications theory.
- Entertainment and escape.
- Information and learning.
- Making a profit from advertising.
- Owning the television channel.
How an active audience uses media
Put the steps of how an active audience uses media in order, earliest first.
- An audience member has a need to satisfy
- They choose a media text to meet it
- They watch, read or play the media text
- Their need is gratified
Complete the theory summary
Blumler and Katz said audiences are _____, not passive. Watching a game show to learn facts meets the _____ need. Following a soap opera to compare it to your own life meets the personal _____ need. Chatting about a show with friends meets the social _____ need. Watching a funny film to relax meets the _____ need.
Count the needs left
The Uses and Gratifications theory describes four needs that audiences use media to satisfy. If you can already name two of them, how many needs are left to name?
Find the information uses
Tap the TWO examples of using media for the information need.
- Watching the news to learn what is happening
- Watching a comedy to relax
- Reading a guide to find out how to cook
- Following a drama to escape for a while
Which need is it?
Read each viewer and choose which Uses and Gratifications need they are meeting.
- Someone watches a documentary to learn about space
- Someone watches a soap so they can chat about it at work
- Someone watches a comedy to relax after a hard day
Explain the theory
Explain the Uses and Gratifications theory of Blumler and Katz. Use examples of the four needs in your answer.
- Explain what an active audience is
- Name and explain two of the four needs with examples
- Explain how this theory differs from seeing audiences as passive