USES AND GRATIFICATIONS KATZ AND BLUMER

• Media are seen as tools or resources that can be used by individuals to meet various needs such as 1) Learning new information 2) Entertainment and fulfillment from inducing media 3) Escapism from the real world and the work place 4) Relatability to the characters helping establish a sense of identity and belonging.
• The theory suggests that audiences actively seek out media content to satisfy their needs, rather than being passive recipients of messages.
• Katz and Blumer's uses and gratifications theory is an audience-centred approach that focuses on the reasons why people choose to use media.