Audience Theories (The Uses and Gratifications Theory)

The model stems from the idea that audiences are a complex mixture of individuals who select media texts that best suit their needs-which goes back to "Maslow's Hierarchy of Needs".

The model suggests that media audiences are active and make active decisions about what they consume in relation to their social and cultural setting and their needs.

This was summed up by theorists Blumier and Katz in 1974; "Media usage can be explained in that it provides gratifications related to the satisfaction of social and psychological needs." This means that audiences choose to watch programmes that makes them feel good, for example Soaps or Sitcoms, or give them information that they can use, for example news and world events.

What does the theory suggest?	Strengths?	Weaknesses?
Instead of researching what the media do to the audience, this approach studies what the audience does with the media. This approach also takes account of people’s personalities and personal needs.	The audience is seen as active and reasonably intelligent. Life experience in general is regarded as more influential than experience of media. The pleasures that the media offer audiences are not regarded as negative.	Too much optimism about the ‘power’ and ‘choices’ of an active audience can distract us from the power certain texts have, or the influence that media institutions and ownership may have on texts and understandings.