The Uses and Gratifications theory
Uses and gratification theory is an approach to understanding why and how people seek out specific media (in this case magazines) to satisfy specific needs.
What are the usual things in a magazine that satisfies it's audience?
Blumler and Katz's uses and gratification theory suggests that consumers play an active role in choosing or using media. Media users seek out a media source that best fulfills the needs of the user
The 4 main basic needs of consumers are:
1. Diversion
This is the consumers need to escape from the reality and to relax from their problems.
2. Personal relationships
People use the media to fulfil their need of companionship and to form new relationships with others (to be part of a social group)
3. Personal identity
We sometimes use the media to really find out about ourselves as to how some people are presented and the way it reflects us.
4. Surveillance
Using the media we can find out what is going around us, for example, while reading a magazine, you can find out about the lives of celebrities.
How will this impact on my own magazine?
The needs and wants of audiences always has to be addressed to get a fan base for the brand. In my magazines, if I have contents which do not fulfil the 4 basic needs of consumers, then the issue would not be appealing to the target consumers. This will affect distribution as sales become low which decreases revenue made. Therefore, the information in the published magazines need to be innovative and attractive which follows the uses and gratification theory.
Diversion- In my magazine I made sure there are interesting contents which would appeal to the target consumers such as the international clothing festival.
Personal relationships- There are various opportunities to form different relationships through my magazine such as joining together in a social group who have a desire towards fashion.
Personal identity- In my magazine, there are different images of models which can be compared to the audience and can used to see the comparison between them and how the models vs normal people are being reflected in the society.
Surveillance- In my contents page, there are many references to various celebrities which would allow the reader to know about their personal lives and to find out what actually is going around in the society.
Overall, I think that my magazine follows the basic needs and wants of what consumers expect to see or feel in a magazine. They can use my magazine to learn new information, know about the society we live in, can identity role models and celebrities and can use it for entertainment purposes.
Uses and gratification theory is an approach to understanding why and how people seek out specific media (in this case magazines) to satisfy specific needs.
What are the usual things in a magazine that satisfies it's audience?
- Being able to get a sense of security
- Learning new information
- Finding out about things happening in the society
- Satisfying general interest
- For entertainment
- For passing time
- For an emotional release
- Being diverted from problems
- Relaxing
- Identifying a sense of belonging
- Personal identity
- Identifying with media role models such as favourite celebrities
Blumler and Katz's uses and gratification theory suggests that consumers play an active role in choosing or using media. Media users seek out a media source that best fulfills the needs of the user
The 4 main basic needs of consumers are:
- Diversion
- Personal relationships
- Personal identity
- Surveillance
1. Diversion
This is the consumers need to escape from the reality and to relax from their problems.
2. Personal relationships
People use the media to fulfil their need of companionship and to form new relationships with others (to be part of a social group)
3. Personal identity
We sometimes use the media to really find out about ourselves as to how some people are presented and the way it reflects us.
4. Surveillance
Using the media we can find out what is going around us, for example, while reading a magazine, you can find out about the lives of celebrities.
How will this impact on my own magazine?
The needs and wants of audiences always has to be addressed to get a fan base for the brand. In my magazines, if I have contents which do not fulfil the 4 basic needs of consumers, then the issue would not be appealing to the target consumers. This will affect distribution as sales become low which decreases revenue made. Therefore, the information in the published magazines need to be innovative and attractive which follows the uses and gratification theory.
Diversion- In my magazine I made sure there are interesting contents which would appeal to the target consumers such as the international clothing festival.
Personal relationships- There are various opportunities to form different relationships through my magazine such as joining together in a social group who have a desire towards fashion.
Personal identity- In my magazine, there are different images of models which can be compared to the audience and can used to see the comparison between them and how the models vs normal people are being reflected in the society.
Surveillance- In my contents page, there are many references to various celebrities which would allow the reader to know about their personal lives and to find out what actually is going around in the society.
Overall, I think that my magazine follows the basic needs and wants of what consumers expect to see or feel in a magazine. They can use my magazine to learn new information, know about the society we live in, can identity role models and celebrities and can use it for entertainment purposes.