Uses And Gratification Theory
2. Uses & Gratifications Theory
The Uses and Gratifications Theory propounded by Blumler and Katz assumes that audiences actively seek out media that best fulfills their individual needs and will readily seek alternate media choices if those needs are not met. As opposed to other media theories that question "what does media do to people?” Uses & Gratification Theory focuses on "what do people do with media?" It focuses on an individual’s underlying motive for consuming a particular medium and examines the pros and cons of this individual’s media use. (Anaeto, Onabanjo, & Osifeso, 2012)
Uses and gratification theory can be seen in cases such as one’s choice of music. For instance, I may choose to listen to/watch Beyonce’s music videos as opposed to listening to songs by Yinka Ayefele even though Yinka Ayefele gets massive airplay from time to time, because Beyonce’s songs resonate with me. When I listen to them I feel beautiful and strong and assume that I am part of a global feminist movement.
Little wonder, the Uses and Gratifications Theory states that people use media to satisfy variety of needs (Communication Theory, 2010): affective needs (like I feel when I listen to a Beyonce track), cognitive needs (for the intellectuals who constantly seek knowledge/information, personal integrative needs (for people who use media to reassure their status), social integrative and tension free needs. The theorists posits that people’s needs influence how they use and respond to a
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