AUDIENCELois Evans – Media Coursework

WHAT IS THE USES AND GRATIFICATIONS THEORY?

Uses and Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus 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” (Katz, 1959) . 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 fulfil 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)

AUDIENCE AND USES & GRATIFICATIONS Information – Some magazines or newspapers are used to gain a sense of security through knowledge by

finding out about recent and relevant events within immediate surroundings, society and around the world. Some people may also use reading a particular magazine to gain some learning, and self educate by perhaps reading around the desired subject. Another use linked to information is to seek advice on particular matters or opinions and decision making on choices. Also, to satisfy curiosity and because of general interest. - This is the case for every magazine no matter if its music or film.

Entertainment – Some people may choose to read magazines to fill some time while bored or also to release emotionally by escaping, or being diverted from everyday life and problems. Some people may also use media for sexual arousal or relaxing. Some may use media by getting essential cultural or visual enjoyment.

Personal Identity – Some people may read magazines to find role models of behaviour in which they can identify and relate to with similar situations or storys. Some may also gain insight into one’s self by reading about a hobby etc. or finding reinforcement for personal values - This is crucial in selling the magazine to an audience as if the audience can empathise and gain personal identity through reading a magazine

Integration & Social interaction – Having a substitute for real-life companionship can be another reason as to why people like to read magazines, or also helping to carry out social roles. Enabling one to connect with family and friends in society by having something to talk about while socialising can also pay a big part as to the uses and gratifications of magazines. Also, to identify with others and gain a sense of belonging and gaining insight into circumstances of others e.g. Social empathy - This allows audiences of these magazines to connect with other members of the audience to discuss and share opinions/views on what they’ve seen and can relate to in the magazine

EXAMPLE OF USES AND GRATIFICATIONS IN A MUSIC MAGAZINE

• Entertainment – This content page from NME offers readers a sense of escapism through the ability to find out the latest information on the band of their choice, using the index to the left to make it personal to the individual reader. Easy navigation of what they want to look at which is a relaxing element. Different subtitles also emphasize this further.

• Personal Relationships – Most important news is shown on the content page along the left hand side, this means that readers can keep up to date with all the latest news in the music industry on a range of artists, meaning they can keep up to date with friends.

• Personal Identity – There is the option for the reader to get involved by subscribing to the magazine, which supports the magazine they are reading and can view the magazine where ever they are. There is also a option to subsicribe to make it more personal

• Surveillance – This content page allows the reader to learn more about a range of celebrities and their lives, for example there is an index of various bands down the left hand side.

CRITISISM

Many people have criticized this theory as they believe the public has no control over the media and what it produces. It can also be said to be too kind to the media, as they are being 'let off the hook' and do not need to take responsibility for what they produce.

The theory takes out the possibility that the media can have an unconscious influence over our lives and how we view the world.  The idea that we simply use the media to satisfy a given need does not seem to fully recognize the power of the media in today’s society. (I.e daytime TV is aimed for housewives)

‘Media consumers have a free will to decide how they will use the media and how it will effect them.’ This may be argued as media can be manipulative such as the news in its use of hegemony.

However this theory may be more relevant in modern society as the internet and satellite TV such as Sky enables us to have much more freedom and control over what we consume in relation to the pre- internet and analogue TV.