Blumler & Katz

Blumer and Katz is often referred to as the gratification theory, the theory revolves around the audience more than it does on the actual messages and themes behind the piece of media text itself. There are commonly two types of audience interaction Passive and Active, Blumler and Katz say that the audience take up an active role in interpreting and integrating media into our own lives. The Theory also says that we (the audience) choose what media we pay attention to to meet our own needs at that specific time an example of this is being dumped by your girlfriend and listening to a sad song.
Blumler and Katz says that we use media to meet our specific needs and gratifications needed, basically we watch media to fulfil our desire of pleasure.
 "Other examples include being at the gym and listening to a fast paced song in order to cope with our pleasure desires to be fulfilled. The theory is basically straight forward and its based on many surveys of audiences, the theory existed in the 1940's and it still used as a valid theory in today's society."