Audience Theory - Hypodermic Theory

There are other theories which are more modern, such as the the Uses and gratification theory (1974) by Blumler and Katz, unlike the hypodermic needle theory this theory is not passive. It includes four main characteristics, it looks at Diversion in media- escape from everyday life this can be through films and dramas ect, personal relationships - using the media for emotional and other interaction this can be through social networking sites ect, personal identity- finding yourself reflected through texts, learning behaviour and values from text this can be through music or soap operas and through surveillance- information which could be useful for everyday life, for example news reports, financial news, ect.