This theory by Blumler and Katz tries to interpret how and why people actively seek out specific media to satisfy specific needs. It is based upon an audiences approach of understanding large scale communication. It suggests that users of media have an imperative part to play in selecting and using the media. The theorists add that media users look for the best possible media source to suit their situation.
There are four basic needs that the user of media needs and these are:
Diversion - This is the need for escapism, for instance, the need to shy away from reality and become lost in the media source such as coming home and watching T.V dramas religiously everyday after work.
Personal Relationship - This is using the media to fulfil the need for companionship. Also, it is using the media to form relationships with others and to socialise like going onto FaceBook where the user has to become part of the social group.
Personal Identity - This is where someone uses the media to find out about themselves for example, watching documentaries about their home country where they can get great knowledge on its history.
Surveillance - This is when people use the media to find out about events going on near to them, such as, the latest information on celebrity lifestyles and mishaps. A lot of people find it interesting to look up on what their "idols" and favourite celebrities get up to when they aren't doing their normal job and being directly in the spotlight.
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