Katz, Blumler, and Gurevitch suggested that unlike the hypodermic audeicen theory, an audience will be active in their watching and will what to watch or use for their own personal need or choice. To quote:
the social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure (or engagement in other activities), resulting in need gratifications and other consequences, perhaps mostly unintended ones.
A study by McQuail shows that these are the main reason a person will use media for:
Information
Seeking advise on personal or real life issues
A peson's curiosity
Finding out about events happening in society
Genreal learning
Personal identity
Reinforcement of personal values
Gaining insight into themselves
Finding a role model
Integration and social interaction
Gaining insight into another persons circumstances
Finding a basis for conversation
Having a substitute for real life companionship
Caring out social roles
Entertainment
Escapism from real life
Relaxing/filing time
Emotional release
Sexual arousal
Example: A young adult woman may chose to watch the short film Baby because they are going through a similar situation. The woman will watch this media for either seeking advise or or gaining insight into themselves.
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