1. Uses And Gratifications Theory

2. What is it?
• Created by Blumler and Katz, the Uses and
Gratifications Theory is a way we can understand
how and why people actively seek out specific
pieces of media to satisfy their personal needs.
Instead of “What does media do to people?”, the
UGT focuses on “What do people do with
media?” It goes by the idea that users
deliberately choose media that will satisfy given
needs and also allow one to gain Personal
Relationships, Personal Identity, diversion, or
Surveillance.

3. Examples/ Conventions of This
• Personal relationships – Having a magazine that all your friends have
can create more of a personal relationship with them, as you will be
talking about common interests much more. You could also look at
crushes on any artists as a shallow form of chasing a personal
relationship, as buying the magazine because your celebrity crush is
on the front is a way of using the media for an emotional reaction.
• Personal Identity – From the simplistic idea of being in the same
style of dress as the bands you like, we see that people can base
their interests and values on the texts they read. They build their
personal values on the texts they read. For example, a lot of
Kerrang! readers will have the same attitude because of the shared
values and beliefs they receive from the magazine.
• Diversion – Magazines are a good way for any kind of person
(especially teenagers/young adults) to escape from the everyday
problems that may bring their mood down. People tend to enjoy
caring about recreational things as there is usually no responsibility
attached, and all they need to do to escape life’s problems for a
while is pull out the newest issue of Kerrang!
• Surveillance – Humans are social beings that love knowing what is
going on in the world around them. In today’s age people are very
interested in the music happening around the world, and because of
this music magazines have flourished as businesses for a while.
While most of the information in a music magazine would not be
relevant to people’s own lives, things like festivals, gigs, new CD’s,
and chances to win prizes will catch the surveillance of all the
Kerrang! fans.