Theory: Uses and gratifications theory Theorists: The theory was first started by Herzog in the 1940s.

However there have been other theorists that have developed this theory; Laswell, Katz &Bulmer and Mcquail. What is the theory?
The uses and gratifications theory is when the theorists try to explain why people consume different types of media, why they do it and what they get from doing it. This theory also looks at how and why people spend time on looking at different styles and types of media just in order to find a type of media that they like best and one that suits them. Uses and gratifications theory is an audience-centered approach to understanding mass communication. Diverging from other media effect theories that question "what do media do to people?", UGT focuses on "what do people do with media?. Denis Mcquail for example developed this theory and selected four main categories including; information, personal identity, integration & social interaction and entertainment. Mcquail developed his own ideas on these four categories and these were; Information - Mcquail has said that people would want the media for information as they would want to find out about relevant events and conditions in immediate surroundings, society in the world. Or due to them wanting to seek advice on practical matters or opinion and decision choices. Or just so they can satisfy their curiosity and interest on a particular subject. Or they can look at the media in order to learn and self educate themselves in a topic. Personal Identity - Mcquail also developed the idea that people would want to look at the media in order to find reinforcement for personal values. Or to find models of behaviour. Or to identify with a valued other in the media. This category is all about the individual and why they would use the media for themselves. Integration & social interaction - Mcquail has developed this as he thinks that people may be put in to this category if they are looking to gain insight into the circumstances of others. Or they want to identify with others in order to gain a sense of belonging. Or they are looking to find a basis for conversation in their social interactions with other people. Or the media is their way of having a substitute for real-life companionship. This category is mainly focusing on interactions between people and how the media helps them to achieve this. Entertainment - Mcquail has found that this can be a way of escaping or even being diverted from their problems. Or this can be a way for a person to relax and take a break from everything by using the media they prefer. Or this can also be a way for people to get intrinsic cultural or aesthetic enjoyment. This category is just a way of people being more relaxed and calm and using the media to do this.

Does this theory see the audience as active or passive? Why do you think this? The audience for this theory is the complete opposite of the hypodermic needle theory as that theory has more of a passive audience that just lets the media take over and let it tell them what they think without the audience actually thinking about what the media is telling them. This audience type can be slightly dangerous as it can result in people following what the media is saying without thinking about it and using their own opinions whilst listening. The audience type for the uses and gratifications theory is definitely more of an active audience as this audience has their own thoughts and opinions and will purposely use the media as a way of helping them selves from gaining information to just using the media as a way of relaxing and comforting themselves. I think this because this theory is a lot more opinionated than a passive audience, for this theory you need an active audience because the whole idea of this theory is to find out why people use the media and how it helps them or what they get out of using it.

What are the criticisms of this theory? The criticisms of the uses and gratifications theory are that it has so many different categories and possibilities for the audience to be selected in to that it is harder to categorise people in to, it may be found more difficult because they are so specific or if the person has another reason for using the media. This is also only targeted at an active audience meaning that all the passive people, wouldn't have a place in this theory as they wouldn't use the media for a specific reason they may just listen and not have thoughts on it that they would express openly, therefore leaving them without a category for this particular theory. This theory may also be found a little too confusing by some as there is so many different reasoning's that people would use the media instead of just having one basic reason that would be open for many people to be put in to it.