Uses and Graification theory

The Thoery: Emerged in the early 70's by theorists known as Elihum Katz, Jay Bulmer and Michael Gurevitch.

They Believe: 'We all have different uses for media and we make choices over what we want to watch'

Four key uses:

1) Information: Find out about society, to satisfy your curiosity.

2) Personal Identity: People watch television in order to look for models for our behaviour

3) Intergration and Social Interation: Use media to find out about the circumstances of other people.
4) Entertainment: For enjoyment or relaxation.