KAT Z A N D B LU M L E RUS ES A N D G RAT I F I C AT I ON S

JAY BLU M L E R

• Born in 1924.

• He was a political graduate of Antioch College and a doctoral student at the London School of Economics.

• He taught at different colleges including Oxford before working at Granada Television Research (now ITV)

• Other works include Television in Politics and The Challenge of Election Broadcasting

E L I H U KAT Z

• Born in 1926

• Studied Sociology at Columbia University

• Helped Israel set up its own broadcast TV station in the 60s. He used the opportunity to see how TV effects everyday life.

• He also helped set up TV stations in other (at the time) developing countries with Manchester University (UK)

U S E S A N D G RAT I F I C AT I O N S

• The theory tries to understand why people seek specific forms of media and how it satisfies specific needs.

• It can be applied to mobile phone use, Internet use, online gaming and entertainment media

B LU M L E R A N D KAT Z P U B L I C AT I O N ( 1 9 7 4 )

The two theorists proposed these reasons as to why people choose certain media texts.

• Cognitive Needs - using media to understand concepts and issues (Surveillance)

• Affective Needs - using media to seek pleasure and satisfy emotional needs.

• Personal Integrative Needs - using media to improve self-esteem

• Tension Release Needs - using media to relieve stress and tensions like a form of escapism (Diversion)

Cognitive Affective

Personal Integrative

Tension Release

EXA M P LE 1N O C HURC H I N THE W I LDJAY Z & KA N YE W ES TD I R: R OM A I N G AVRA S

EXA M P LE 2BL A N K S PAC ETAY LOR S W I FTD I R: J OES EP H KA HN

http://youtu.be/e-ORhEE9VVghttp://youtu.be/FJt7gNi3Nr4