Uses and gratifications theory


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Uses and gratifications theory

  1. 1. Uses And Gratifications Theory<br />The theory places more focus on the audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to people” (Katz, 1959)<br />
  2. 2. Information<br /><ul><li>finding out about relevant events and conditions in immediate surroundings, society and the world
  3. 3. seeking advice on practical matters or opinion and decision choices
  4. 4. satisfying curiosity and general interest
  5. 5. learning; self-education
  6. 6. gaining a sense of security through knowledge </li></ul>In my magazine I can include exclusive information which readers can find exciting and interesting and be able to learn about other people. People can feel more personal with their favourite celebrities and gain knowledge about them or build their own opinions on their chosen celebrities.<br />
  7. 7. Personal Identity<br /><ul><li>finding reinforcement for personal values
  8. 8. finding models of behaviour
  9. 9. identifying with valued other (in the media)
  10. 10. gaining insight into one's self</li></ul>I think from learning about other people and reading about peoples lives, audiences might be attracted to their lifestyle and decide that is how they would like to live their lives. Readers may read about certain musicians and decide that they want to be a musician or may copy their role models behaviour. Audiences may read a moving story about celebrities or musicians included in the magazine and gain an insight to their self however it all depends on how the magazine is interpreted by the audience.<br />
  11. 11. Integration and Social Interaction<br /><ul><li>gaining insight into circumstances of others; social empathy
  12. 12. identifying with others and gaining a sense of belonging
  13. 13. finding a basis for conversation and social interaction
  14. 14. having a substitute for real-life companionship
  15. 15. helping to carry out social roles
  16. 16. enabling one to connect with family, friends and society</li></ul>If I add interesting articles to my magazine audiences can read the magazine articles and then find subjects to talk about with other readers of the same magazine, they can feel that they have something in common with they other readers and develop opinions with other readers. Readers can also tell other people that do not read it and feel a sense of knowledge by informing other people<br />
  17. 17. Entertainment<br /><ul><li>escaping, or being diverted, from problems
  18. 18. relaxing
  19. 19. getting intrinsic cultural or aesthetic enjoyment
  20. 20. filling time
  21. 21. emotional release
  22. 22. sexual arousal</li></ul>Audiences can read my magazine in their own personal time when they need to get away from their usual lifestyle and possibly indulge in someone else's e.g. musician/celeb they can read my magazine to pass time e.g. A long journey. They can simply just be reading it for enjoyment to learn about others<br />