3. ExplanationThere are three stages as to how media influences the audience:
•Strong- Supported by: Agenda-setting theory, Magic Bullet theory and Propaganda. Audience is
passive
•Medium- Supported by: Two-flow step theory.
•Weak- Supported by: Uses and Gratification theory. Audience is active
This theoretical approach focuses on why people use particular media rather than on the content.
In contrast to the concern of ‘media effects’ and ‘what media do to people’, uses and gratification
is can be seen to be more concerned with ‘what people do with media’ (Katz 1959). It assumes
that members of the audience are not passive, but take an active role in interpreting and
integrating media into their own lives.
4. The theory also states that audiences are responsible for choosing media which meets their needs, these needs are
split into four different categories:
-Personal identity: to recognise the product or person in front of them, role models that reflect similar values to
theirs and an aspiration to be someone else. To find reinforcement for personal values and finding models of
behaviour.
-Information: to acquire information knowledge and understanding, to satisfy curiosity and general interest or to gain
a sense of security through knowledge. To seek advice on practical matters or opinion and decision choices.
-Entertain: what they are consuming should give them enjoyment and some from of ‘escapism’, allowing viewers or
readers to forget their worries temporarily. Getting intrinsic cultural or aesthetic enjoyment and to allow emotional
release.
-Social interaction: to produce a topic of conversation or spark debates amongst people. To identify with others and
to gain a sense of belonging and to help to carry out social roles.
Uses and gratifications can be seen in cases such as personal music selection. Music is selected in order to fit a
particular mood and show empowerment or other conscience motives.
Model of the Theory
5. Application to a Magazine: VIBE
-Personal Identity: In magazines such as VIBE, many interviews are conducted
such as the one presented on the front cover with Kanye West, his views and
opinions may reflect on the viewer and change their views or attitude towards
music.
-Information: VIBE allows their audience to access the latest news on many
celebrities lives and behind the scenes access, for example in this edition of VIBE
the audience are able to find out news of an on-set report and the lives of many
celebrities.
-Entertain: In the VIBE magazine, there are many interviews with a wide range of
singers and rappers, showing that the magazine is full of many upcoming songs
and information about these celebrities which will entertain the audience.
-Social Interaction: As on the cover many artists are mentioned as cover lines to
draw people into the magazine, this will allow the audience a wide range for
topic choice when interacting with friends and have a sense of belonging.
6. Application to a Magazine: NME
-Personal Identity: Magazines allow the audience to aspire to role models in
the magazine, the quote from an interview on Jay Z “HE’S THE KING OF POP
CULTURE.” will allow individuals to look up and aspire to be like Jay Z and
relate to the content in the magazine.
-Information: Music magazines such as the NME provide information to the
audience on news which may apply to them, such as concert dates and
upcoming albums, such as Jay Z’s featured album ‘Magna Carta Holy Grail’.
People who are fans of Jay Z and other artists featured on the cover will find
that this magazine will provide them with a great source of information.
-Entertain: As magazines are lightweight and full of information, they are a
useful source of entertainment as the target audience are mainly people in
education, they may read the magazine whilst on the way to university.
-Social Interaction: Some of the audience may find a subject choice in the
magazine that their friends and families may be interested in, such as Daft
Punk. In addition, they may find out information about these artists, making
the audience feel as if they have they have a bond with the artist.
