Blumler and Katz

Think that audiences want media products that gratify particular needs (uses and gratifications) e.g escape, entertainment etc. Individuals might choose and use a text for the following purposes:

- Diversion - escape from everyday problems and routine 
- Personal Relationships - using the media for emotional and other interaction, e.g. substituting soap operas for family life
- Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts
- Surveillance - Information which could be useful for living, e.g weather reports, financial news, holiday bargains