1. Uses and gratifications
The use and gratifications theory (Blumler and Katz theory 1974) means that the audience can
suggest what goes into the media through the use of polls and generally what the producer thinks
that the audience like about the magazine or any other type of media. Mainly this is used to see
what is best for the needs of the audience.
The user has four basic needs;
Diversion
The need to escape from their stress and daily lifestyle.
Personal relationships
People use the media to gain more relationships with other people.
Personal identity
People might find out more about themselves through the media from facts for example.
Surveillance
What is happening around the world or specific parts that a magazine might focus on
Surveillance Personal Identity
Readers will The celebrities
be interested might be shown in
in what ways that are
allowed associated with
Florence to be the readers
able to ge through similar
through her X fashion, In this
Factor case hair colour.
auditions. Also advertising
opportunity
Diversity
Readers can relax and Personal relationships
read about the latest The reader can gain a
gossip larger relationship with
who they are reading
about from the stories
they read