Uses and gratifications - Blulmer and Katz

The uses and gratifications theory focuses on the notion that audiences are not passive and actively seek out media outlets and products which meet their needs and there is often social interaction. This theory does not focus on the content of specific media products but the reason why the audience would choose to interact with a particular media. The theory assumes that the audience is spoiled for choice of alternate choices to meet their needs.

Blulmer and Katz are theorists that believe that there are just as many reasons to use the media as there are media consumers. The concept is an optimistic view of the media and the effect it has on today's society, it shows that media users have the power to read what they wish to read. For example, on Facebook if I see a post appear on my news feed which I did not want to see I can remove it from my news feed and complete a one question survey to say I do not wish to see posts like this appear. Uses and gratifications ignores the fact that media is an ever growing, dominating presence in our everyday lives with organisations even like schools now becoming a brand. The theory does not define how big the power of the media is.

An example of Blulmer and Katz's theory can be seen in the music we choose to listen to; whether it be because of the mood we are in or simply because we like the artist. The promotions surrounding artists and their music can make a large impact on who listens to and watches the final product, for instance The XX. The XX are an English Indie pop band and their album cover for 'Coexist' became an image which was seen by many Tumblr users as being cool. Below is an image of the original album cover.

Many edits began to appear of different images behind the X 

Due to these images appearing in many places a larger number of people became interested and decided to listen to The XX's music.