blumer and katz uses and gratifications theory

• Blumer and Katz developed this theory, assumes the members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. the theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfil specific gratifications.
• identity- to identify with media that the consumer can identify with, share similar values to etc
• educate- to learn new things
• entertain- to be entertained and also some form of 'escapism' enabling us to forget our worries temporarily
• social interaction- the ability for media products to produce a topic of conversation between other people