Research into Media theory

Gratifications Theory (Blumler & Katz, 1974)

Uses and Gratifications TheoryThe uses and gratifications theory is a theory that looks into why people use certain media outlets. The theory discusses how media users actively search for a media that will best meet their needs and also enhance knowledge, social interactions and diversion. The theory entails that media uses have other options yet seek for the best; that caters for their specific needs. Blumler and Katz believe that media users mix uses with goals according to specific context, needs, social backgrounds etc.

The uses and gratifications of this magazine contents page are reviews on albums informing readers on what they think of the albums, helping readers cast a vote on whether they would enjoy the album. There are reviews on bands live, again helping readers cast their own vote on other peoples points of view; helping them decide whether they would like to see them live. Both of these reviews are giving readers views on bands, helping them to cast their own views. This magazine not only meets the need of including information on gigs and albums but it also enhances the knowledge of the reader about other peoples views on bands. The magazine gives the opportunity for social interactions by “Gigs” and “Upcoming Events” informing their target audience on bangs they are interested in and giving them dates on when their favourite bands are playing. Attending gigs like this would meet the needs of a reader and would also allow them to mix with people who share the same music taste.

Another example of uses and gratifications of this magazine contents page is the “News” giving readers a chance to diverse; escape from the real word and enter the news of famous bands. Most teenagers and young adults like to be informed about the latest news on celebrities and buying a magazine is a great way to find out and most importantly relax and read something you are interested it.

Reading about the latest news can improve personal relationships as you are able to keep up to date with friends, casting conversations based on the latest news etc.

Offering a “Swag” section whereby in this issue “Cool Sneakers” are included would benefit a reader as it informs them on the latest trends, which may meet their personal needs.

As a whole knowledge would be enhanced as target audience users will be gaining up to date new information on bands and artists they are interested in.