- This theory suggests that the audience are an active audience and they consume media texts for their own reasons.
- It explains what the audience do with media and the reasons behind why they consume media. For exmaple, the effects of the media form the point of view of the audience.
Katz & Blumler
- Social & psychological origins which generate certain expectations about mass media.
- Different patterns of media exposure in both the gratification needs and in other consequences.
The Model:
Motivated by a desire to fulfill and/or gratify certain needs such as the following:
Surveillance
To have knowledge of and also be aware of current events. Gratifying a desire for knowledge and security. Dominant messages of conforming via dominant ideologies given in media texts such as music videos. For example, Lily Allen's music video "Hard Out Here" depicts the treatment of women in the music industry thus making the mass audience aware of these issues.
Personal Identity
By identifying with media individuals form a personal identity for example, many pop stars are role models for young people therefore inspiring them through their looks, beliefs and music. By becoming a subject of the media allows audiences to reaffirm their identity and position themselves within society.
Personal Relationships
This explains the relationship audiences have with the media. Individuals form relationships with media texts and also use media to form relationships with others. For example, a shared interest in X factor can be the topic of a conversation. Many people use television as a form of companionship. Audiences get attached to characters and grieve for characters when theY are killed off.
Media Within Relationships
People use media to form and build relationships with real people.
Studies suggest that many families use sitting around watching the TV as a stimilus for conversion.
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