Uses and gratifications theory

By Caitlin Macdonald

What is it?

• The uses and gratifications theory was created by Blumler & Katz (1974). The theory suggest that’s the users of media play an active role in choosing and using media. The theory is all about what the users, the audience will get out of the product. There are 4 basic needs:

• Diversion – the user can escape and relax • Personal relationship – to be part of a social group, to fulfill

their needs for companionship • Personal identity – user want to find out about themselves

and their lives• Surveillance - users find out what is going on around us for

example the news, local, national or showbiz

The theory applied to a magazine contents page

The pictures of the magazine are visually pleasant for the viewer, the pictures can offer a diversion for them make them relax as its distracts them from there lives

The contents tells the audience of what they can find in the magazine. The magazine offers surveillance for the audience as they can keep up to date with showbiz news.

Showing the different bands creates personal relationships as the desire of a social group as their friends may like the bands.