Blumer and Katz

Blumer and Katz



This theory is a 'popular' approach to understanding and reading mass communication, it mainly focuses on the consumer or the audience it self - instead of the real message 'what people do with media'. The theory assumes that certain members of the audience are not passive towards the media - BUT they take on an active role in reading and integragating media in their own lives/opinions. The theory also states that the audience are responsible for choosing media for their own needs, this theory would then imply that the media compete against other information sources for viewers' gratification.

The media uses this theory to allow the audience to work with media in their own way, it allows them to have their own opinion and thoughts on pieces of media.