Uses and Gratifications Theory

Uses and Gratifications Theory is a way to show an approach to communication. This theory places more focus on the consumer or audience. It assumes members of the audience are not reactive but take an active role in interpreting and integrating media into their own lives. The theory also holds audiences responsible for choosing media to meet its needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for the viewer’s gratification. This theory would help me to make my magazine and design it. This is because the theory is for the audience to choose what they want in the magazine. For example what font they want, what title they want, the colour scheme used throughout the whole magazine. Also things like the layout this would all be helped by the audience deciding what they want. I have done a questionnaire to see what the audience want for my magazine. I will be using the audiences idea for my magazine as i feel this is the best way to get the audiences attention.