In addition to the hypodermic needle theory, there is also the "uses & gratifications" theory that was created by Blumler & Katz. It is a more elaborative development on the hypodermic needle theory & it claimes that individuals may choose forms of media in order for:
1)Diversion - to escape from reality e.g. life problems
2)Personal relationships - using the media as a replacement for social interaction with family etc.
3)Personal identity - finding your individual personality & traits being reflected in media texts
4)Surveillance - being informed about things such as the weather or news
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