The uses and gratification theory suggests that consumers actively seek out media to fulfill certain needs. There are four main needs that drive media consumption: diversion or escape from everyday life, personal relationships to feel connected to others, personal identity to learn about oneself, and surveillance or staying informed about events. This document analyzes how a music magazine contents page could fulfill consumers' needs, particularly their need for personal identity, as the magazine presents a youthful and creative voice that readers may relate to.
Check how the Brooklyn Nets use Facebook well. This a case study that accompanies the article 7 Tips for Marketing to Sports Fans on Facebook published on the Socialsportsscene.com.
Check how the Brooklyn Nets use Facebook well. This a case study that accompanies the article 7 Tips for Marketing to Sports Fans on Facebook published on the Socialsportsscene.com.
1. Uses and gratification theory (apply to contents page)
The Blumer & Katz uses and gratification theory suggests that the consumer plays an important role
in choosing and using the media. The consumer will look for source of media that will fulfils their
needs.
The consumers 4 basic needs:
Diversion- The need to escape from everyday life and to relax
Personal relationships- People use the media to fulfil their need for companionship, and to form
relationships with others ( to be part of a social group.)
Personal identity- We tend to use the media to find out about yourselves, sometimes people that
are presented, in some way reflect ourselves.
Surveillance- using the media to find out what is going on round us, for example reading a magazine,
which tells us what has been going on in the lives of our celebrities.
One of the main reasons for reading magazines is to
find out about celebrities, events and music. These
usually fall under the Escapism (diversion) category.
This Contents page is a music rap magazine from a
friend in a different college. The contents page itself is
well organised and well structured, therefore the
consumer would have no problems reading it,
discovering key information and being drawn away too
the “flashes, plugs & Images. The consumer could
possibly get pleasure from reading this magazine as it
could relate to them or share a common fact or feature
that would make the consumer want to carry on
reading. The consumer might read this text for ALL 4
needs, but if i had to be precise, i think personal
identity. The magazine in my personal opinion gives off
a youthful and creative ideology and makes me think
that it has been created so the consumer can hear the
editor’s voice (hypothetically).