Researchers Blumler and Katz created an audience theory in 1974 by stating that media audiences are active and make conscious choices about the way they consume media. They suggested there are four main uses or gratifications (pleasures) that audiences get from the media.
- Diversion: escape from everyday problems and routine - entertainment (e.g. X Factor, I'm A Celebrity)
X Factor is a show purely based on entertainment, this engages with the audience as it is an escapism for some people as the show is very amusing.
- Personal Relationships: using the media for emotional and other interaction (e.g. developing affection for characters in TV)
Keeping Up With The Kardashians is a reality TV show and influences the younger generation to become inspired by the Kardashian family and may aspire the young generation to want to be like the Kardashians - e.g. through modelling and attending high-profile events
- Personal Identity: finding ourselves reflected in texts or learning behaviour and values from the media. Reality TV or documentary (Educating Yorkshire) are good examples.
The Apprentice is a good show as it relates to some people who ultimately have an interest in business. This show attracts ad niche audience and could help people to realise whether or not they have a deep interest in business.
- Surveillance: Information useful for living (e.g. Weather, traffic news, holiday bargains etc.)
The Daily Mail is a popular tabloid newspaper which is up-to-date with the latest news around the world and in showbiz, sports and science.
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