Uses and gratification model research

Uses and gratification

The uses of NME music magazine are to give readers information on new artists and upcoming gigs. Readers of NME expect to see these things, and also information on comeback artists and reviews on gigs.

Uses and gratifications theory is a theory made by two theorists called Blumler and Katz. It’s an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how audiences search for media that will not only meet their desire, but also enhance their knowledge on the wanted subject.

People who create the magazine research into the readers (the demographics and psychographics of their readers) to discover what they need to improve their magazine and also what they need to attract wider and a larger audience. For example, people who read NME aren’t particularly going to be interested in chart music for example people like ‘Nicki Minaj’ and bands like ‘Girls aloud’ they’re going to like bands like Spector and arctic monkeys.

Instead of the actual message itself by asking “what people do with media” rather than “what media does to people” (Katz, 1959). It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs.

According to Katz and Blumler’s research there were 5 components comprising the Uses and Gratifications Model. The components are:

 1.“The audience is conceived as active.”

 2.“In the mass communication process much initiative in linking gratification and media choice lies with the audience member.”

 3.“The media compete with other sources of satisfaction.”

 4.“Methodologically speaking, many of the goals of mass media use can be derived from data supplied by individual audience members themselves.”

 5.“Value judgments about the cultural significance of mass communication should be suspended while audience orientations are explored on their own terms.”

http://en.wikipedia.org/wiki/Uses_and_gratifications_theory