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This theory looks at mass communication, focusing on the consumer or audience,. Katz stated in 1959 that the theory looks at “what people do with the media” instead of “what the media does with people”. The theory looks at the audience and the active role within interpreting and integrating media into their own lives. The theory assumes that we actively seek out media to satisfy our needs. Looking at what a consumer does with the media product, what are their underlying motives for using the media and looking at the pro’s and con’s of using them the theory seems to be accurate.

From looking at studies and consumers that actively use media and their motives for doing so. They looked at why we watch television programmes, why we read newspapers, find ourselves so compelled to continuously watch soaps.

Bulmer and Katz argued that the audience needs t have social and psychological origins which generate expectations about the mass media. This lead to differential patterns of media exposure which resulted in both the gratification of needs in the consequences.

The theory suggests that there are four different needs that the consumer looks for when consuming a media product.

The first is diversion, a form of escapism as the consumer escapes from routine and problems, emotional release. Then there is personal relationships which applies to the concept of social utility of information in conversation and companionship, essentially establish conversation due to media related topics. The third is personal identity and individual psychology, when a viewer relates to a product and gains reassurance and self understanding from the media product. The final need is Surveillance, this is all about awareness as we use the media to inform us of the world around us and make us aware of the current situations that others are in. This also feeds the gratifying desire for knowledge and security.

My product will relate mainly to the need of diversion, by using the Sci-Fi conventions and surreal abilities the viewer would relive the need of escapism.