The uses and gratifications theory (1974) posed by Blumler & Katz suggests that an audience will actively use a form of media text to fulfill the needs of the user.
- Diversion provides a sense of escapism for the audience as a means of entertainment. A high-concept big budget film such as Gravity would provide the audience with the pleasure of engaging in an outer-space fantasy - one which is unfathomable by the mundane consumer.
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- Personal relationships can be formed via using media to develop empathy/affection towards a character/celebrity by the audience.The film Street Dreams provides a narrative based on the protagonist Derrick Cabrera for whom the audience is inclined to feel affection towards as well as feeling a part of the protagonist's journey.
Another example could also be Boardwalk Empire which evokes sympathy within an audience for the teenage boy who strives to earn money to combat an abusive father and support a sick younger sister. As well as a magazine such as VIBE which discusses issues within a particular music genre with direct address to the audience via the use of rhetorical questions.
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- Personal identity is established with an audience as they can find reciprocity with themselves and a media text which exhibits and reflects similar values or lifestyles.
The constructed reality TV show exhibits the drama in the lives of Chelsea residents. An audience may familiarise themselves with particular characters who reflect certain characteristics with which a consumer can identify oneself.
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- Surveillance is also a factor of gratification achieved when an audience uses a text to acquire useful information such as weather, news and other updates.
BBC News is an example of media used for surveillance as it is recognised as the UK's leading news channel providing live updates on current affairs, weather, sport etc.
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