2. Definition of the uses and
gratifications theory
Uses and gratification is the popular approach to
understanding mass communication within media. It
focuses on why people use particular media. It is
different to most of the other media theories as it
focuses on how people use media for their own needs
and gratifications as opposed to the effect media has
on people. Theorists state that people's needs
influence the way that they use and respond to a
specific medium in media.
3. Theorists
Laswell - 1948
Theory of communication
Suggested that media texts had
different functions
Surveillance
Correlation
Entertainment
Cultural Transmission
Blulmer and Katz - 1974
Suggested the four needs
theory in order for people to
satisfy their media needs
Escape and diversion from
everyday life
Surveillance & Information
Personal Relationships
Personal Identity
4. Escape & Diversion From Everyday Life
-
By reading magazines and using other
forms of media, people can escape
their everyday lives as they are
diversions from situations in their
lives. The stories within the magazines
draw in the reader, involving them in it
and letting them forget about other
things for a while. Incorporating
interesting stories and articles into a
magazine helps with this as they
become engrossed in it.
Surveillance & Information -
Magazines provide a lot of information
about artists and what's going on with
their lives and careers. This means that
readers are able to stay up to date on
their favourites.
Personal Relationships -
Readers can form personal
relationships with other readers
as they can form bonds over their
similar interests and talk about
what goes on in the magazines
and what is going on with the
artists etc.
Personal Identity -
People can identify themselves
using the genres of music that
they listen to from the
magazines. For example, a fan of
pop punk music would associate
themselves with others of that
genre and imagine themselves in
the stories they are reading in the
magazines.
5. Kerrang! applies the Blumler & Katz theory to their
magazine in order to gain popularity and custom as
well as maintaining their current readers. The first point
of an escape and diversion is applied to Kerrang! as the
stories within the magazine give the readers that time
away from real life as they are gripping and interesting.
They apply surveillance and information on the artists
in the genre of Kerrang! so that the readers know what
is going on in their lives and careers and they use social
networking to enforce the point of personal
relationships and the readers personal identities are
formed through the genre of the magazine.
