Audience theory

As i was absent for this lesson, i had to view another students book to get information on audience theory.
I read up on uses and gratifications and the different theories of Blumer and Katz (1974) and Denis Mcquail (1987).
Blumer and Katz theorised that the audience used media as a diversion, personal relationship or/and personal identity and surveillance. It was seen tnhat the audience would use media as a way of escaping reality.

Denis Mcquail theory is similar to Blumer and Katz. It is said that people use the media to escape problems, relax, fill time and emotional release. People seem to form personal relationships with their media type and it helps them to connect to modern society.

Media uses Audience as labour. This is notable in mainly newspapers and magazines as they persuade advertisers to pay to add their advert by saying how many people buy and read their product.