Uses and Gratifications Theory

Uses and Gratifications Theory is an approach to understanding why people seek out specific media outlets and content for enjoyment purposes. The theory discusses how users search for media that will not only meet a given need but increase knowledge, social relations and diversion. It assumes that members of the audience are not inactive but take an active role in understanding and incorporating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs.

The user has 4 basic needs:

·         Diversion - Escape from routine and problems; an emotional release.

·         Personal Relationships – To gain social value and to create a companionship/ relationship with others (feel part of a social group).

·         Personal Identity – reassurance and self-understanding. To be able to relate to people being portrayed and written about in the media.

·         Surveillance - Information about things which might affect us, an insight into the lives of celebrities (something we wouldn’t normally know about)

Any one who buys a magazine is buying it because they are interested in what the articles are about and fining different things out about certain celebrities and getting an insight into their lives.

A magazine such as Cosmopolitan is aimed at women, in particular aged between 18-30. We can analyse this magazine to fit in the 4 sections of the User and Gratifications Theory:

Diversion: reading Cosmo is a way to escape from your everyday life and be opened up into the glamorous would of celebrities and high end fashion.

Personal Relationships: by reading Cosmo you can keep up to date with the latest fashion trends and gossip to discuss with your friends.

Personal Identity: In Cosmo they have real life stories and help and advice for readers. Also have different competitions to involve the reader in the magazine.

Surveillance: Cosmo gives you lots of detail into celebs lives and what they get up to, for example this magazine has a feature on Beyonce's secretes in the bedroom, something we as normal people would not normally find out.