The Uses and Gratifications Theory (Blumler & Katz, 1974)
DefinitionUses and Gratifications Theory is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion.
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DIVERSIONThis is the need to escape from everyday life and to relax, NME provides this as you can relax and read about your favourite artists and bands, and escape from everything that is going on around. Examples of articles/competitions/interviews (etc) for this NME contents page are;
> Band Index (List of artists and bands). > The Week's Best Gigs. Personal RelationshipsWhen people read NME and find out the latest news and read others reviews, they can discuss this with friends to keep up to date and also to fulfil their need for companionship. Examples of articles / competitions / interviews (etc) for this NME contents page are;
> Reviews – Albums, Tracks. > Florence And The Machine. PERSONAL IDENTITYPeople can relate to NME. Some artists and bands that are presented, in some way reflect the readers and also who they are. NME provides many opportunities for the readers to get involved. Examples of articles/competitions/interviews (etc) for this NME contents page are;
> Gig Guide. > Subscribe Today (to get involved). SURVEILLANCENME allows the readers to get the latest news and information about the music and people they love. Examples of articles / competitions / interviews (etc) for this NME contents page are;
> Muse – Bizarre on-the-road facts from their new blog. > New Bands (keeping an eye on what's new). |