Usages and gratification theory.

• Blumler and Katz’s uses and gratification theory suggests 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 say that a media user seeks out a media source that best fulfills the needs of the user.  Uses and gratifications assume that the user has alternate choices to satisfy their need.

• The theory places more focus 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” 

• The theory also holds that audiences are responsible for choosing media to meet their needs.