Uses and Gratifications Theory focuses on why audiences use media rather than how media affects people. It assumes that audiences are active in choosing media to fulfill needs and gratifications, rather than being passive receivers. The theory implies that media compete for audiences by providing gratifications. The document discusses applying this theory to magazine production by focusing on understanding the target audience's needs and wants when developing a new magazine concept.

1. Uses and Gratifications Theory as applied to magazine production and consumption<br />The theory focuses on the consumer, or audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to people” <br />It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers' gratification. (Katz, E., Blumler, J. G., & Gurevitch, M. 1974)<br />In my research for my magazine I looked the Uses and Gratifications Theory which as I understand it is an approach to use when creating a new magazine, it made sense that you would look at the potential readers and ask why they want to read a magazine rather than thinking about what the magazine would look like and how to get people to read it. Readers would choose a publication because they felt they identified with it and that the content was written for them I decided that my magazine would be strongly based towards what my target audience would want to see and it made me realise how important the feedback I had from my questionnaires was. <br />