Uses & Gratifications Theory
Blumler & Katz
1974
This theory is centred around a model which suggests that consumers play an active role in
selecting and using media products. Blumler & Katz suggest that a consumer actively seeks
out a media product that best fulfils their needs.
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The theory consists of five basic needs:
- Tension Release
- Personal Identity
- Affective
- Cognitive
- Social Relationships
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Tension Release Needs acts as a diversion, escaping the real world as well as
responsibilities. I was clear from the start that due to the 16-21 year old target audience,
the majority will be students, and I needed the magazine to be full of content yet not
resembling a textbook, hence a clear focus on design within the magazine.
Personal Identity Needs is relating to reassurance of ones character, through sustaining
credibility and status through voicing of opinions. The Alt Voice and Reader Reviews
section advertised on the contents page allow the readers to get involved and reflect their
character through their opinions, conforming to this need through individual action.
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These sections leads to Social Relationships, which is the act of contacting either old or
new friends, as well as family members. The Alt Voice section allows the reader to respond
to questions, hence engaging in conversation with other people, building relationships.
Furthermore, the social networking sites advertised on the contents page combined with
the website URL at the bottom of each page offer further opportunity to build these
relationships through posts and comments, all whilst building the unity and loyalty of the
readership.
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Cognitive Needs addresses the acquisition of information, which was clear from the
primary research that the majority of the target audience enjoy finding out information,
especially before their peers. This knowledge is heightened through the wealth of content
advertised through the cover lines and contents page, with plenty of information to keep
the audience entertained.
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Affective Needs relates to pleasure and entertainment one receives from a media
product. If the audience does not enjoy reading the magazine, they will choose not to read
it, which greatly contrasts the theory of the Hypodermic Needle. This is why it is important
to not only attract the reader, but address them through direct feedback and amendments
to each draft.