- 1974
- Blumler & Katz
- Developed from theory by Lasswell in 1948
- Idea that people have various needs and they decide how to satisfy these needs, using the media
- Active audience, rather than passive audience
Criticisms
- The relationships we form with media icons are only mental relationships
- The mass audience do not always use the media
- Does not take into consideration society as a whole, only focuses on individual needs
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