1. THE USES AND GRATIFICATIONS
THEORY
(Blumler & Katz, 1974)

2. DEFINITION OF USES OF
GRATIFICATIONS
The uses of the grafications theory helps why people actively seek out specific media
outlets and content for gratification purposes. On research from Katz, Blumer and
Gurevitch's there were three main components to the Use and Grafications theory which
were:
• The audience is conceived as active
• In the mass communication process much initiative in linking gratification and media
choice lies with the audience member
• The media compete with other sources of satisfaction
• Methodologically speaking, many of the goals of mass media use can be derived from
data supplied by individual audience members themselves.
• Value judgments about the cultural significance of mass communication should be
suspended while audience orientations are explored on their own terms.
From the introduction of the Internet, social media and technological advances has
provided another outlet for people to use and seek gratification through those sources. The
Internet has created a digital library, allowing individuals to have access to all content from
various mass medium outlets.

3. DIVERSION
Kerrang is a magazine focused strongly on new and
upcoming bands, gig reviews, album
reviews, competition and interviews. On the contents
page it is split into sections to make it easier for the
reader to consume. It split into the following:
>Feedback
>Live Review
>Features
>Icons
>Album Reviews
>Gigs
>Swag (competition)

4. PERSONAL
RELATIONSHIPS
People read Kerrang to inform themselves
about the latest happenings in the world of
music. Kerrangs readers can have their input
by rating albums themselves, enter
competitions and lets people write in about
gigs they have been to recently. The magazine
has elements of social interaction as you can
go to gigs to meet bands and meet new
people with a similar music taste. Another
way Kerrang improves social interaction is by
letting the readers read about the news which
helps them keep up to date with others.

5. PERSONAL IDENTITY
People can read Kerrang to
keep up to date with the latest
trends. Kerrang offer the
chance to win goodies such as
clothing but also they have
advertisements for clothing.
>Swag
>Advertisement for clothing
lines popular amongst the
chosen target audience