2. Uses and Gratifications Theory.
• Focus on audience/ consumer.
• Asks “What do people do with media?”
• Audience is an active part of the media world, they integrate
media into their own day to day life.
• Audience centered approach.
• Audience actively look for media to help them in social
situations to gain confidence due to knowing facts about
current media affairs therefore having something to converse
about.
• “Social situations and psychological characteristics motivate
the need for media” (Katz, 1959).
3. Diversion
• Magazines such as ‘NME’ and ‘Q’ give readers a chance to stay
involved with music personalities in a fun way, including
exclusive interviews and unseen pictures helping the reader
to feel individual and immersed within the culture.
• Also they keep readers attentive with the magazine is by
making it personal, by this I mean asking them questions
about their favourite artists/ groups helps keep it interactive.
• Keeping a close eye on celebrities and the events going on in
their life aids the social situations as there’s an accessible and
easy way to gain information along with online forums and
social media such as twitter and Facebook.
