The Uses and gratification theory, first identified in the 1940s by Lazarsfeld and Stanton (1944), attempts to explain why mass media is used and the types of gratification that media generates.
Rubin (1986) states that there are two underlying presumptions of the uses and gratifications model. First, researchers need to understand audience needs and motives for using mass media in order to comprehend the effects of the media. Second, understanding audience consumption patterns will enhance understanding of media effects.
A social cognitive theory of Internet uses and gratifications: toward a new model of media attendance by LaRose & Eastin, (2004) is very interesting and links U&G to Internet use.
Denis McQuail (McQuail, D. (1987): Mass Communication Theory: An Introduction (2nd edn.). London: Sage) offers a schemata to help establish the quality of web sites. When reviewing a site, this is a method that may be valuable to gain insights into how people will regard and use a web site (or a blog).
Morris and Ogan (1996) poit out that U&G is a comprehensive theory and is applicable to Internet mediated communication ( see also McLeod & Becker (1981).
Sure, U&G theory works well for many blogs but does it capture interesting? Many blogs may satisfy readers looking for information but nothing else, but unless we add in 'interesting' as a new gratification I'm not convinced U&G can do this task.
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