Uses & Gratifications Theory

Blumler and Katz’s uses and gratification theory say that media users play an active role in choosing and using the media.  Users take an active part in the communication process and are goal oriented in their media use.  The theorist mention that media users seek out a media source that best fulfils their needs.  Uses and gratifications are inclined to think that the user has alternate choices to satisfy their need. Media users have 4 basic needs; diversion, personal relationships, personal identity and surveillance.