21. Uses & Gratifications

Uses & Gratifications


The theorist Mcquail (1983) stated four reasons for media use, these were;

• Information
• Personal Identity
• Integration and Social Interaction
• Entertainment

Mcquail claimed that magazines interact with their readers through these subjects, this can be seen in a lot of music magazines today.
Looking at my NME magazine I analysed previously, i can deconstruct and evaluate these. 


Information
"finding out about relevant events and conditions in immediate surroundings,society and the world"- Relevant events concerning music are things such as upcoming music festivals, gigs and concerts. NME magazine ensured that advertisments for furture gigs were a part of the magazine.
"satisfying curiosity and general interest"
- Readers will be curious about new bands, and so NME makes sure it provides features that include these up and coming bands. In addition the demographic will be interested in the sub-genres within a genre or also completely different genres. NME provides for this demographic by including features about different variations of the genre alongside the completely different genres.
"learning; self education"
NME aims to broaden readers knowledge of music whether its been released in the past or the near future. In this particular issue a "100 greatest albums you've never heard" has been included, this reflects the ideas and self education.


Personal Identity
"Identifying with valued others (in the media)"
-Readers have always idolised people seen in the media, typically those in the music industry.They aspire for their own style and behaviour to reflect their idols, to gain more knowledge they look at music magazines for inspiration.


Intergration and Social Interaction
"Identifying with others and gaining a sense of belonging"Music has developed through the years so that now listening to a particular genre almost means that you are a particular type of person eg/ indie listeners are relaxed,intelligent and fun loving. Music magazines allow readers to relate to each other through articles so that they feel others have the same ethos of their own. This creates a sense of belonging as they feel similar to others,
"Finding a basis for conversation and social interaction"
This reflects the same ideas I've just stated, after reading the magazine it gives the reader a topic of conversation to talk to others about.

Entertainment
"Escaping or being diverted from problems"
"Relaxing and filling time"
"Erotic/Sexual Arosal"People read magazines in order to be entertained as well as being informed. It provides a distraction for the readers if they are worried or have any problems. In addition reading the magazine fills time and allows them to relax.Finally the magazine will be filled with artists that readers will be attracted to and appeal to them.