The Mcquail Uses and Gratifications theory.

The Uses and Gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. It focusses on what do people do with media?

Mcquail classified the common reasons for media uses into four catagories; Information, Personal identity, Integration, and social integration and Entertainment.

Information

Finding out about relevant events and conditions in immediate surroundings society and the world
Seeking advice on practical matter or opinion and decision choices
Satisfying curiosity and general interest
Learning; self education
Gaining a sense of security through knowledge

 Personal identity

Finding reinforcement for personal values
Findings models for behaviour
Identifying with valued others in the media (music artist)
Gaining insight into oneself

Integration and social

Gaining insight into the circumstances of others; social empathy
Identifying with others and gaining a sense of belonging
Finding a basis for conversation and interaction
Having a substitute for real life companionship
Helping to carry out social roles
Enabling one to connect with family, friends and society

Entertainment

Escaping, or being diverted, from problems
Relaxing
Getting intrinsic cultural and aesthetic enjoyment
Filling time
Emotional release
Erotic/Sexual arousal

Using the Gratifications theory in my magazine


Information
My audience will be infomed of what relavent events are currently happening e.g. About my music genre.
I think my magazine will enable readers to have a voice and opnion where there will be a forum page.
Obviously i want to satisfy my audience of general interest by including informative articles with facts and stats etc.
I want my audience to feel a sense of security and i feel the magazine will acheieve this. I want them to feel like they are informed about latest events/artists/interviews etc and understand they have the knowledge.

Personal Identity
I want my audience to identity with valued others in the media e.g. this will be my music artist. I want them to aspire and look up to role models which i will use as my music artist.
Gaining insight into one self is something i really will focus on in my magazine. I think the magazine will go out to all readers and hopefully they feel they can engage in the magazine and discover them selfs through music and ambition.

Integration and social
I think my magazine will help others to connect socially to others as in summer time teenagers like to discuss where they are going on holiday etc, and this will help reuinte them together and help them interact socially to discuss tours etc, i think that is what is great about my genre the fact that so many teenagers can relate and live as a free spirit.

Entertainment
I like the idea of my magazine help being divert from reality, E.g. they can forget about whats happening currently and read my magazine about what exciting things will happen about tours and summer time.