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The Uses and Gratification Theory is an approach to understanding mass communication within the reasons of why, and how individuals seek out specific media, in order to satisfy their specific needs.
The theory places a huge focus on the consumer themselves and how the consumption of media works, in order to fulfil their gratification.
The model consists of four reasons:
Diversion is based on the escapism of the individual from real life. It is the use of media in order to divert their attention from everyday 'real' life to relaxation.
Examples:
Social interaction or personal relationships is the ability for the media to be able to give insight to the consumer and gain social value. This allows them to create a relationship with others as well as producing a topic of conversation for the people. This can also spark debate.
Examples:
Personal identity entitles the audience/ reader to use the media in order to gather information about individuals like themselves. This then allows them to identify themselves within the main subject of the media.
The final need for Uses and Gratification is surveillance. This allows the audience to use the media in order to gather more information and self educate themselves with the modern news and knowledge.
Examples:
In order to successfully apply the theory to the product, the music magazine needs to follow common conventions used within other existing products that display the Uses and Gratification Theory.
Diversion: To be able to satisfy the diversion approach, the product shall include articles to do with fashion trends, this way the female demographics can escape everyday life and focus on the modern fashion.
Personal Relationships: This can include articles like the best music, or festivals that should be attended, which will spark debate within the audience as they may have different opinions from each other.
Personal Identity: This can be displayed through articles about fans, as it will make it very easy for the audience to relate to the fans, due to the share of the same content.
Surveillance: Surveillance can be shown through the use of celebrity exposure, and celebrity gossip, which will help the audience gather new knowledge on the celebrity's life.