Uses & Gratifications Theory

What is the Uses & Gratifications Theory?

This theory suggest that media audiences play an active role in interpreting and integrating media into their own lives. The theory approaches why people actively seek out specific media forms to fulfil their needs. There are four different activities audiences are assumed to participate in:

1) Diversion – Escape from everyday problems , an emotional release.

2) Personal Relationships – Substitution of media for companionship.

3) Personal Identity or Individual Psychology – Self understanding.

4) Surveillance – Using media to find out what is around us.

Applying theory to a contents page from ‘NME’ music magazine.

Diversion – 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. Easy navigation of what they want to look at which is a relaxing element.

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 or Individual Psychology – There is the option for the reader to get involved by subscribing to the magazine, which supports the magazine they are reading.

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.