Katz' Uses and Gratification Theory

Katz' Uses and Gratification Theory

What is it?

The uses and gratification theory explains why audiences are driven  to consume most media product. Most media theorists agree it is because they need to fulfil certain needs. Katz' uses and gratification theory explains these needs by splitting them into four different categories. These include: personal identification, personal relationship, inform and educate and diversion.

The Theory

• Personal Identification - Where the audience can relate to a character or their situation
• Personal Relationship - Where the audience builds a close bond with a character or group of characters
• Inform and Educate - Where the audience learn something from consuming the text
• Diversion - Where the audience can escape from their reality and immerse themselves in the text