The theory created by Blumler and Katz proposes that audiences play an active role in choosing and using media to fulfill four key purposes: diversion or escape; forming personal relationships; exploring personal identity; and gaining information about their surroundings (surveillance). These purposes link to Maslow's hierarchy of needs. A magazine profile indicates its target audience is 15-29 year olds, with a focus on popular music, who use social media and attend live events, fulfilling the purposes of diversion, relationships, and surveillance through their consumption.

2. The Theory
• The theory was created by Blumler and Katz. They
thought that the audience play an active role in
choosing and using the media. They devised the
purposes and what the reader wanted into 4 categories
• Diversion- to escape life and relax
• Personal relationship- the need for companionship. To
from relationship (e.g. social networking)
• Personal identity- find out about ourselves, gain insight
and reflect themselves
• Surveillance- to find out about what's happening
around them
Links to Maslow’s hierarchy of needs.

3. The audience will get
surveillance because they get
knowledge of what's going on
around them. Diversion
because they take a break
from their lives to read the
magazine and possible
companionship if they share
the magazine with friends

4. Audience Profile
Price: 2.50
Frequency: Monthly
Target Market: Male/Female 15-29 (students)
Genre: a mixture but mostly popular music
Over 60% use social networking sites
80% of the audience go to festivals or live gigs