Blumer and Katz suggested that the audience plays an active role in media, in opposition to how media uses the audience instead. The audience seeks out pleasure from the text so choose to consume it. Therefore, it is an approach to understand why people seek out specific media and focuses on how people use the text.
Pleasures and gratifications include:
Diversion/escapism - To escape from everyday issues.
Information - To find out important information such as the news or the weather.
Identification - To recognize a specific person, perhaps because of aspiration to be like them (role models).
Entertainment - For enjoyment, relaxation or emotional release. For example, a person would choose to watch a horror because they want to experience the thrill.
An example of this, is the short film 'Thinking Inside the Box'. The genre is a comedy so the audience is likely to watch it because they want to laugh.
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