(Blumler & Katz, 1974)

THE USES AND GRATIFICATIONS THEORY

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.

DEFINITION OF USES OF GRATIFICATIONS

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)

DIVERSION

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.

PERSONAL RELATIONSHIPS

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

PERSONAL IDENTITY