What is gratification, and who were Katz and Bumler

Gratification is a popular approach to understanding the mass communication. Its main aim is to focus on the audience instead of the importance of the message. It assumes that people have the power on their own to be opinion leaders and to interpret media.  It also deals with how and why people adopt to specific media to satisfy their own needs. Mainly it analyses the reason why people use particular media rather than the content itself.

This theory has been applied to several platforms of the media. We can find features of gratification in printed adverts, audio , and also online. 

Especially internet plays a really important role in our everyday life, because it allows us to be looking for any topics that we like, expand our knowledge about certain things, to educate and to raise argument against those articles that we do not believe or trust in.
These everyday functions are all supported by popular websites such as Wikipedia, YouTube, Facebook .

What is Katz and Bumler's Theory?

Bumler and Katz expanded the gratification theory and published their own in 1974, stating that individuals might choose and usecertain texts for different purposes such as,
-Diversion, entertainment- to be able to escape from everyday problems and routine.
-Social wellbeing, personal relationship- which means using the for emotional and phisical interaction, for example making relationships, making friends,
-Personal Identity- finding yourself reflexted from the article, picture, or sound , and learning values and qualities from it
-and surveillance- which means information collecting to be able to have an idea about the happening  around your environment