Blumler and Katz - Uses and Gratifications is back, baby. No more of that McQuail rubbish.

Information and education - the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or documentaries.

Entertainment - Viewers watch programmes for enjoyment.

Personal identity - Viewers can recognise a person or product, role models that reflect similar values to themselves and mimic or copy some of their characteristics.

Social interaction - The ability for media products to produce a topic of conversation between people. For example who the best contestant is on The X-Factor or which the best goal was out of those shown on Match of the Day.

Escapism - Games and action films are common examples of products which let viewers escape their real lives and imagine themselves in those situations.

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