Blumler and Katz (1974) constructed and developed the 'Uses and Gratifications' Theory. The overall, basic idea behind 'Uses and Gratifications' is that people use the media in order to fulfill specific gratifications. This theory contradicts and therefore opposes the 'Hypodermic Needle Theory', which claims that the audience has no control over how the media influences them and that they just consume all forms of media naturally. However, 'Uses and Gratifications' argues that people are not just helpless victims (like the 'Hypodermic Needle Theory' states), but instead use the media to fulfill their own needs. These needs serve as motivations for using media in the first place.
The theory suggest that audiences USE media texts for these various reasons:
Diversion - To escape from everyday life.
Personal Relationships - Use the media text for emotional and other interaction.
Personal Identity - Create their own identity from characters in media text.
Surveillance - To gain information and knowledge.
Entertainment - For relaxation, enjoyment and emotional release purposes.
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