Uses and gratifications theory, active

• Uses and gratifications theory

  Blummer and Katz = people use the media to meet their needs

  • audience actively chooses what media to experience using free will for themselves, all unique
• Uses and gratifications theory

  McQuail studied soap opera audiences

  • looked at how audiences used Coronation Street to fulfil a need for social companionship
  • many audiences felt part of the character's lives. felt concern for what could happen
• Evaluation of uses and gratification theory

  • some people are influenced more than relying on it for a social companionship, e.g. people want certain products