Media use and Gratification Theory.

 Introduction 

Uses and gratification theory of communication explains how people use media to fulfill their needs. Gratification of needs is the most important role of media for humans. People get knowledge, interaction, relaxation, awareness, escape and entertainment through media which they use for interpersonal communication as well.

Gratification through media. 

The theory was introduced by Blumler and Katz in 1974 in the article “the Uses of Mass Communications: Current Perspectives on Gratifications Research” and focuses its attention on media users’ roles. Also, this theory is in contradiction to the Magic Bullet theory, which states that the audience is passive. This theory has a user/audience centered approach.

Why do need media? 

There are several needs and gratification for people. They are categorized into five needs.

1. Cognitive needs

 People use media for acquiring knowledge, information, facts, etc.

2. Affective needs

Affective needs talk about emotional fulfillment and pleasure people get by watching soap operas, series on television and movies. People relate to the character and feel the emotions the characters show. If they cry, the audience cry and if they laugh, audience laugh along with them.

3. Personal Integrative needs

Personal integrative needs are the needs for self-esteem and respect. People need reassurance to establish their status, credibility, strength, power, etc. which is done with the use of media. They use media to watch advertisements and know which products are in fashion and shop accordingly to change their lifestyle and fit in with other people.

4. Social Integrative needs

The need of each person to socialize with people like family and friends is social integrative need. People use media to socialize and interact through social networking sites like Facebook, My Space, Twitter, etc. People also use media to increase their social interactions by getting topics to talk with the near and dear ones. 

5. Tension free needs: People listen to songs and watch t.v when they are in stress to relieve their stress or when they are bored at times. People might have various tensions in life which they do not want to face, so take help of media to escape from it..