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The uses and gratification theory

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Blumler and Katz suggested that media users play a role in selecting media to meet their needs. They identified several reasons why people use media, including: Information - People use media like magazines and newspapers to gain knowledge. Music magazines provide information about music events, songs, artists and albums. Entertainment - Media can relieve stress and problems. Magazines entertain depending on their audience, through quizzes, horoscopes or images of women. Social Interaction - Magazines connect readers to share opinions and spread popularity. People may read magazines to socially interact with friends discussing that media.

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The uses and gratification theory
What is this theory about? Blumler and Katz suggested that users of media have a crucial part to play in selecting and using different forms of it in order to meet their certain needs. The two theorists came up with a list of the different reasons that people have for using/reading different media texts some of which I’m going to discuss.
Information One of the different reasons for people using media is to gain more information/knowledge. Magazines and newspapers are types of media that give out information to their audiences no matter the genre/story. Music magazines tend to only talk about relevant music information such as events, new songs, artists, albums and sometimes gossip about the famous singers/bands. The most common thing music magazines talk about is big music events that are either previous, current or upcoming such as festivals or music awards. This allows the audience to feel involved with the music industry and be able to attend some of these events if they feel strongly about any of them. Every genre of music magazine tends to give out information about these different features of music in order to successfully educate their audience on the specific genre they enjoy. For example, Kerrang! Tends to only talk about rock music however it still gives the same information to its readers as a RnB magazine such as Vibe.
Entertainment Different forms of media can also act as entertainment and help to relieve people from stress and any issues in their life. Obviously, depending on the audience magazine will have different forms of entertainment featured in their magazines due to the target audience they have. Some magazines may include quizzes or horoscopes as some people find this entertaining whereas some magazine include women standing in sexual poses due to their audience. A feminist theory by Laura Mulvey called the Male Gaze links to the way some music magazines get their main artists to pose for pictures as it highlights how women are only around for men to admire them for physical appearance nothing else. For example, in the Q and Vibe double page spread images at the bottom of the page both women are standing in such a way that would be appealing to the male readers of the magazine as they looks rather sexual due to short dresses and hands on hips.
Social Interaction Magazines can be very positive for their audiences as they can connect with other readers of the magazine to share their opinions about what they have seen featured in the different edition of the magazine. Also, this would be good for the popularity of the magazine as people are talking about it meaning they are spreading the word which implies the magazine will be sold more. For any sponsors or advertisers of the magazine this would also be beneficial as it means that the audiences of the magazine could be discussing them. For example, if Cheryl Cole is featured in Q advertising a new mascara the girl audiences of the magazine will discuss this with their friends and will all buy the mascara just to be and feel like Cheryl Cole. Some people may just read different magazines in order to feel more included with their friends if all of their friends listen to that genre of music and read a specific magazine they would read it to be more involved with social interaction.

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The uses and gratification theory

  • 2. What is this theory about? Blumler and Katz suggested that users of media have a crucial part to play in selecting and using different forms of it in order to meet their certain needs. The two theorists came up with a list of the different reasons that people have for using/reading different media texts some of which I’m going to discuss.
  • 3. Information One of the different reasons for people using media is to gain more information/knowledge. Magazines and newspapers are types of media that give out information to their audiences no matter the genre/story. Music magazines tend to only talk about relevant music information such as events, new songs, artists, albums and sometimes gossip about the famous singers/bands. The most common thing music magazines talk about is big music events that are either previous, current or upcoming such as festivals or music awards. This allows the audience to feel involved with the music industry and be able to attend some of these events if they feel strongly about any of them. Every genre of music magazine tends to give out information about these different features of music in order to successfully educate their audience on the specific genre they enjoy. For example, Kerrang! Tends to only talk about rock music however it still gives the same information to its readers as a RnB magazine such as Vibe.
  • 4. Entertainment Different forms of media can also act as entertainment and help to relieve people from stress and any issues in their life. Obviously, depending on the audience magazine will have different forms of entertainment featured in their magazines due to the target audience they have. Some magazines may include quizzes or horoscopes as some people find this entertaining whereas some magazine include women standing in sexual poses due to their audience. A feminist theory by Laura Mulvey called the Male Gaze links to the way some music magazines get their main artists to pose for pictures as it highlights how women are only around for men to admire them for physical appearance nothing else. For example, in the Q and Vibe double page spread images at the bottom of the page both women are standing in such a way that would be appealing to the male readers of the magazine as they looks rather sexual due to short dresses and hands on hips.
  • 5. Social Interaction Magazines can be very positive for their audiences as they can connect with other readers of the magazine to share their opinions about what they have seen featured in the different edition of the magazine. Also, this would be good for the popularity of the magazine as people are talking about it meaning they are spreading the word which implies the magazine will be sold more. For any sponsors or advertisers of the magazine this would also be beneficial as it means that the audiences of the magazine could be discussing them. For example, if Cheryl Cole is featured in Q advertising a new mascara the girl audiences of the magazine will discuss this with their friends and will all buy the mascara just to be and feel like Cheryl Cole. Some people may just read different magazines in order to feel more included with their friends if all of their friends listen to that genre of music and read a specific magazine they would read it to be more involved with social interaction.