Blumler and Katz’s Uses and Gratifications Theory states that audiences are active in their media consumption and we choose media to fulfil one or more of the following: Personal Identity, Information/ Education, Entertainment and/or Social Interaction.
Can you match up the definitions with the uses?
Well done! You matched them all correctly.
You scored … out of 4. Move some of the cards around to try to improve your score.
When watching Bruno Mars’ ‘Uptown Funk’ video, which of the ‘Uses and Gratifications’ above do you think the video fulfils? Is it different for different people? What kind of people might have a specific use or gratification? Why?