A Level Media

Uses and Gratification Theory Popular approach to understanding mass communication Focuses on the consumer, or audience instead of the actual message itself by asking "what people do with media" rather than "what media does to people" - Katz (1959). Assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. Audiences are responsible for choosing media to meet their needs. This suggests that people use the media to fulfill specific gratifications. Implies that the media competes against the other information and sources for viewers' gratification - Katz, E Blumler, J G & Gurevitch, M (1974). Basic Model Identify - Being able to recognize the product or person in front of you, role models that reflect similar values to yours, aspirations to be someone else. Educate - Being able to acquire information, knowledge and understanding. Entertain - What you are c