Audience Theory Blumler and Katz: Uses and Gratifications Theory. 1974. It presents the use of media in terms of the gratification of social or psychological needs of the individual. For example, if it makes them feel happier, it’s a form of escapism, it’s educational, it is good for your hand eye co ordination are such some examples of uses and gratification, basically the fact that video games are not just used for pointless purposes and that they can be useful and helpful.