Uses and Gratifications (Blumler and Katz)
Researchers Blumler and Katz suggest that media audiences are active and make choices about the way they consume media.
They suggested there are four main uses or gratifications (pleasures) that audiences get from the media.
Diversion: escapism or entertainment.
Personal Relationships: using the media for emotional interaction (e.g. developing affection for characters on TV)
Personal Identity: finding ourselves reflected in texts or learning behaviour and values from the media.
Surveillance: Information useful for living (e.g. news, weather, traffic news etc.)
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