by Himanshi Arora

The Uses and Gratifications Theory of communication was propounded by Jay Blumler and Denis McQuail in the 1970s. This theory is the antithesis of hypodermic needle theory. This theory proposes that audiences are all active. They are not robotic consumers, rather they are mindful individuals who consume media to fulfill their certain prerequisite needs. According to this theory, there are four needs. 

1. Cognitive/Intellectual Need: Cognitive/ Intellectual need is the desire to know about our surroundings (like to know about our friends, relatives, family members, film stars, politicians or any other aspect with which we connect deeply.). It is the need with which we connect deeply. People who are into religious affairs, want to know what is happening within a religion. People who are movie buffs will be curious to know what is happening in the public as well as the private lives of the film stars. So that’s a key need, you all need to be informed. Intellectual need is the need to be aware of the things with which we feel connected, with which we can relate. 
   
   
2. Entertainment: Before the advent of the mass media, people used to get entertained by casual activities like playing with children, gossiping, and making fun or making stories of others. Means of entertainment is not available for everyone, it was meant for middle classes, upper middle classes and upper classes. They used to watch opera in their leisure time. We consume media to fulfill the innate desire to feel relaxed/ comfortable. 
   
   
3. Social Integration: Social integration takes place because of certain reference points, reference persons, reference events, reference issues through which people can connect with each other. For example, women read femina or Vogue, so that they can integrate well with their peers. Social integration takes place because of media consumption without which people will not be able to connect with each other and they will be handicapped. 
   
   
4. Personal Integration: People who don’t have enough esteem always derive inspiration from others. All the parameters have been shaped by concerned political and social forces. Personal integration is important for self-esteem, self confidence and the consumption of media plays a major role in this. 

According to this framework, people consume media because of certain prerequisite needs. These prerequisites motivate people to consume media. People are not consuming media for no reason, people are consuming media for specific or dedicated needs or selfish reasons.