This document discusses the Uses and Gratifications Theory, which is an approach to understanding why people seek out specific media to satisfy certain needs. It outlines four main sections of the theory: diversion, personal relationships, personal identity, and surveillance. Diversion refers to using media for leisure and escape from daily problems. Personal relationships examines how people form companionships and relationships through media like television. Personal identity explores how media allows people to affirm their identity within society. Surveillance discusses people's need to stay informed on current events through news media.

1. Why music magazines need to consider this.

2. What is the Uses and Gratifications
Theory?
This is an approach to understanding why and how
people actively seek out specific media to satisfy specific
needs. UGT is an audience- centred approach to
understanding mass communication.

3. Sections
Bulmer and Katz split the theory into these sections:
 Diversion
 Personal Relationships
 Personal Identity
 Surveillance

4. Diversion
The media’s dominant use is as a form of filling
leisure time. These activities range from listening to
music, playing video games, watching television and
movies, reading articles and books. Media is used as
an escape from a daily of routine and someone’s
problems. Gratifications from using the media as
diversion include a range of emotions from the user
choice of medium.

5. Personal Relationships
Many people use the television as a form of
companionship. The television is often quite an intimate
experience, and by watching the same people on a
regular basis we can often feel very close to them, as if we
even know them. Another aspect to the personal
relationships model is how we can sometimes use the
media as a springboard to form and build upon
relationships with real people.

6. Personal Identity
The personal identity need explains how being a subject
of the media allows us to reaffirm the identity and
positioning of ourselves within society. The characters in
soaps are usually designed to have wildly different
characteristics, so that everyone can find someone to
represent themselves, someone to aspire to, and
someone to despise.

7. Surveillance
The surveillance need is based around the idea that
people feel better having the feeling that they know
what is going on in the world around them. One of the
genres this is often applied to is news. By watching or
reading about news we learn about what is happening in
the world, and as the news is usually bad news, this
knowledge leaves us feeling more secure about the safety
of our own lives.