Humans have psychological needs to fulfill. With different personalities to fulfill people go to the mass media to meet those needs.
In 1974, Jay Blumler and Elihu Katz made a model with four areas of gratification:
Escapism-media text fulfills a temporary escape for individuals.
Personal Relationships- people seek to media text and they feel as if they know someone giving the information and start to trust every word they say and there is no wrong. This trust could become abusive.
Personal Identity-one could shape their life around a certain individual in media text and transpose themselves into that person.
Surveillance- audience begin to understand the world around them.
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