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 definitely help me design and produce my magazine; this is because the theory is for the audience to choose what they want in the magazine, for example; what font they prefer, what title they want, the colour scheme used throughout the whole magazine etc. Important things like the layout would be much easily decided with the help the audience deciding what they prefer. I have produced a questionnaire to see what the audience want from a magazine, therefore giving me a rough idea of what they will like. I will be using ideas from the audience, however if i feel something will not work i won't use it for my magazine.