This theory does not treat the audience as one unit, but proposes that each person is individual and have different motives for consuming a text. They are an active audience who can work as a unit, but use texts in different ways and for different purposes, and are gratified by these texts in very different ways.
Bulmer and Katz identified the following uses and gratifications:
Escapism - Escape from everyday life.
Personal Relationships - Emotionally engaging with certain characters or storylines in a text.
Personal Identity - Relating to issues and values that are conveyed through texts
Informative - Getting information, perhaps through news or weather stations.
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