Uses and Gratifications Theory

The 'Uses and Gratifications Theory' which can also be referred to as the Needs and Gratifications Theory is quite an influential tradition in Media research. In 1974, the theorists, Katz, Blumler and Gurevitch suggested that the media play an active role in choosing and using the different types of media people use. The Theory brings forward that the media user seeks out a source that best suits their needs and focuses on why people use particular media rather than on the content itself. In contrast to the concern of the 'media effects' idea with 'what media does to people', Uses and Gratification tends to highlight 'what people do with media' instead resulting in a more varied set of responses and reactions. Not only can it be applied to music but to all types of media including television and magazines. However, some people have criticised the theory in the past stating that research could be unreliable as reports rely on user's memory rather than actual data as well as people potentially getting too emotionally drawn in perhaps resulting biased results.

The theory has four main principles:

• Diversion: The need to escape from everyday routine and problem to relax.
• Personal Relationships: People use different forms of media to help form relationships and to fulfil their needs for companionship.
• Personal Identity: People often use the media to reassure themselves, to find things out for themselves and to perhaps reinforce personal well being. 
• Surveillance: To find out what's going on around us, finding information through media that might affect us or those around us.

In Relation to Music

- Diversion can prevent boredom and make people relaxed. Perhaps putting on a relaxing album or song in a dark room. 

- When lyrics in certain songs may relate to a personal relationship between two people.

- Personal Identity will allow people's emotions to relation to certain songs. 

- Surveillance of music could help people find out about how other people in the world may live through cultural music.

When researching the Uses and Gratifications Theory, Katz, Blumler and Gurevitch introduced 5 components compromising the model. These were:

1) "The Audience is conceived as active."

2) "In the mass communication process much initiative in linking gratification and media choice lies with the audience member." 

3) "The media compete with other sources of satisfaction."

4) "Methodologically speaking, many of the goals of mass media use can be derived from data supplied by individual audience members themselves."

5) "Value judgements about the  cultural significance of mass communication should be suspended while audience orientations are explored on their own terms." 

Katz, Blumler & Gurevitch (Left to Right)