Uses and gratification theory is an audience focused that concentrates on what people do with media, then what media does to people. There are different stages, stage one was in 1944, Herta Hertzog questioned people who listened to soap operas and concluded that they sought three different types of gratification. The three types of gratification emotional, wishful thinking, and learning. In 1954, Wilbur Schramm developed a method for deciding what kind of media an individual might pick. Stage two was in 1989, Jay Blumler and Denis McQuail studied the United Kingdom 1964 election and characterized people’s causes for watching certain political programs on tv. In1974, Blumler and McQuail joined with Micheal Gurevitch, Hadassah Haas, and Elihu Katz to do research on how people viewed mass media. Stage three is based on research today that is foretelling and clarifying possibilities of the theory by associating media usage with individual factors. These factors are cognitive needs, affective needs, personal integrative needs, social integrative needs, and tension free needs.

People use media for acquiring knowledge, information, facts. Now a days, google has all the knowledge. Ask any questions and google will tell you without any time restriction.  People use media and tv to satisfy they emotional needs. Personal Integrative is when people use media to reassure their status, gain credibility, and stabilize. Social Integrative needs is when you go on social media like Facebook, twitter, Tumblr, etc. to satisfy their needs instead of face to face gatherings.  Tension free needs is when people use media to escapism from the real world and to relieve from tension and stress.

In the Henry Jenkins on Participatory Culture screening talks about the history how people has responded to the past. Younger people had a stronger, more academic, and creative life outside of school.  There was a Tory printing press movement that was based on high school kids that were producing publications, hand laying type down and delivering them across the network. Folk culture is when media produces not to make money. People generate media to share it with each other.  For example, clubs there is no expert. Everyone is learning from each other. Fan audience is created because people are not trying to make money, they are trying to tell stories that they are passionate about.

In reading called Fandom it takes about the word “fan” how it started. Fanatic was created in the 19^th century. In the 1915’s, to 1920’s started the “fan films” television wanted to engage the people, they wanted to understand the people’s knowledge.