Uses and Gratifications Theory

In 1974, Blumler and Katz devised at theory which suggest how and why people use different forms of media. They suggested the following reasons;

- Diversion (escapism); this part of the theory suggests that people use media to escape from the daily grind. This could be as they're settling down after a hard day at work or after watershed when the children have gone to bed.

- Personal Identity; this suggests that people use the media to create their own identity from characters/celebrities and learning behaviour and values.

- Entertainment; this explains that people use the media as a means of enjoyment, relaxation and emotional release, purely for the 'fun' of the experience.

- Personal Relationships (social interaction); this part of the theory suggests that people use the media as a means of social interaction in place of a real life interaction, for example, substituting soap operas for family life.

- Surveillance (information); this suggests that people use the media to gain information and knowledge on a certain topic.