Uses and gratification theory (apply to contents page)

The Blumer & Katz uses and gratification theory suggests that the consumer plays an important role

in choosing and using the media. The consumer will look for source of media that will fulfils their

needs.

The consumers 4 basic needs:

Diversion- The need to escape from everyday life and to relax

Personal relationships- People use the media to fulfil their need for companionship, and to form

relationships with others ( to be part of a social group.)

Personal identity- We tend to use the media to find out about yourselves, sometimes people that

are presented, in some way reflect ourselves.

Surveillance- using the media to find out what is going on round us, for example reading a magazine,

which tells us what has been going on in the lives of our celebrities.

One of the main reasons for reading magazines is to

find out about celebrities, events and music. These

usually fall under the Escapism (diversion) category.

This Contents page is a music rap magazine from a

friend in a different college. The contents page itself is

well organised and well structured, therefore the

consumer would have no problems reading it,

discovering key information and being drawn away too

the “flashes, plugs & Images. The consumer could

possibly get pleasure from reading this magazine as it

could relate to them or share a common fact or feature

that would make the consumer want to carry on

reading. The consumer might read this text for ALL 4

needs, but if i had to be precise, i think personal

identity. The magazine in my personal opinion gives off

a youthful and creative ideology and makes me think

that it has been created so the consumer can hear the

editor’s voice (hypothetically).