Blumler and Katz: Uses and gratification

Blumler and Katz: Uses and gratification

The study of uses and gratification by Blumler and Katz is the study of why people buy things how they gain gratification from them. They categorize their study into four concepts:
'Escapism' the idea that we use books, movies and other forms of media such as Role playing games, to escape the reality of the real world. Secondly 'Personal Relationship' the idea that a relationship is developed with the fictional characters and the receivers. 'Personal identity' is the concept that the receivers' identity is influenced by the fiction characters such as the impact of a role model. Lastly the concept of 'surveillance' this is gaining an understanding of reality through these medias, however certain medias can lead to a distorted view for example watching biased news stations.

Hypodermic Needle Theory

E.D Martin's: Hypodermic Needle Theory

Martin's addresses the impact of media on society. As a hypodermic needle would the media has the ability to have a direct and immediate influence on its audience. Martin explains that we can not choose to filter what we are exposed too; it is a form of propaganda. The fashion industry is a key example of how the Hypodermic needle theory works, the clothes the advertise influence the clothing of society and what we see as fashionable.