Bulmer and Katz theory

The Bulmer and Katz theory (1974) was one that focused on "what people do with the media" instead of "what the media does with people". It mainly looks at the person consuming the media. It is mainly referred to as the 'Uses and Gratification Theory' which further means that the consumer chooses how they use media to satisfy them. However, the theory further suggests that the consumer may have a motif for choosing certain types of media other than their own needs. 

Media users may chose different types of media to benefit for different reasons: they may use it to help with personal relationships as they may be able to  connect with a particular character and may find some comfort in that sense. They also may watch things for lifestyle purposes e.g. the weather, news, holiday bargains and many more. However there is a upsetting side as some people may watch things as a diversion, so to get away from every day problems they may be facing in their own life. This could promote the view that maybe the media can have a bad effect and many people see it as a escape but if they look at a soap opera and link it to their life they may become depressed. 

We see here how the viewers seem to be able to connect with this major story line Emerdale are facing, showing a personal relationship between the viewer and the program itself.