Katz and Blumler: Uses and Gratifications Theory

Background and development: 

It develops from passive media theories such as the hypodermic needle model from the 1940s, which places the power in the media and removes agency from the consumer. Theorists Katz and Blumler developed a new idea basing their findings on Maslow's hierarchy of needs, making it an active audience theory, similarly to Hall's reception theory. 

What is the Uses and Gratifications Theory? 

Maslow's hierarchy of needs

The Uses and Gratifications theory is an active audience media consumption theory. The theory is based off of Maslow's hierarchy of needs, and explains how users consume media for their personal use and gratification. This explanation means that users can consume the same media product for different needs, for example; a group of children may watch a horror film to feel scared, and a group of adults may watch it for their enjoyment. 

The theory begins with the audience. If an individual has a certain need, they will search for a media product to fulfil it. If this product gratifies their need, they will continue consuming the product. However, if it doesn't, they will search for another product until their need is gratified. This is best seen in the example of a TV show; if the audience feels gratified the show will be renewed, but if they don't it will be cancelled. 

The 5 key elements: 

1. Media use is goal-directed. The audience knows what they need and where to find it. 

2. The responsibility lies in the audience. The individual needs to link the media product to their needs, rather than the product finding the audience. 

3. The media product is competing with other sources in order to satisfy the individual's needs, but there are multiple ways for them to be satisfied. 

4. Modern media and traditional media are in competition with one another. 

5. Audiences are self aware of their needs making them active users. 

What does the audience need?: 

There are 5 needs an individual seeks fulfilment for:

- Cognitive needs: attainment of knowledge (information)

- Effective needs: attainment of emotional fulfilment (emotions)

- Personal Integrative needs: attainment of self-identification and representation (personal identification)

- Social Integrative needs: attainment of socialisation with others (social interaction)

- Tension Free needs: attainment of release or distraction (escapism)

Possible influences for my film: 

Asking for audience feedback to see what needs are met for each individual. Applying the different needs for the audience into the opening to fulfil as many as possible and have a larger reach. 

source: 
https://thinkinsights.net/strategy/gratifications-theory/