Uses and Gratifications

The Uses and Gratifications theory is an approach to why and how people seek out specific types of media for the own specific needs. The UGT focuses on what people do with media than what media does to them. It is an audience centered approach to mass communication with the people. It believes that the people has power over media consumtion and have an active part in integrating media into their own lives. 

The user is to have 4 basic needs: 

• Diversion
• Personal Relationships
• Personal Identities
• Surveillance 

Diversion - The need to escape from everyday life and take time to relax.

Personal Relationships - The need to fulfill companionship and make relationships with                                                 people online.

Personal Identity - Sometimes we tend to use media to find out about ourselves, or people                                  presented to us. This then reflects upon us. 

Surveillance - Using the media to find out what is going on around us. For example, a                                  magazine that could tell us what is going on with celebrities or other                                        industries such as music.

An example of the Uses and Gratifications Theory in a Music Magazine Contents Page

Music Magazine Institutions Research

Large Company - Bauer Media Group

Bauer is a large based European media company that manages portfolio's of magazines, digital products, radio and TV Stations. This company has been managed by five generations of the Bauer family and entered the UK in 1987 with the release of Bella Magazine under the name of H Bauer Publishing. This became the British 3rd largest company and further expanded it's UK image with the purchase of Emap Consumer media and Radio in 2008. In November 2010, Heinrich Bauer's daughter Yvonne assumed the management of the group. They later acquired the Australian magazine publisher ACP Magazines from private equity firm CVC in 2012 increasing their turnover to 2 billion euros. In the UK there are 2 divisions to bAUER media group:

• H Bauer Publishing
• H Bauer Media 

H Bauer Publishing

This brand includes women's weekly and TV listings magazines such TVChoice and Total TVGuide as well as many other puzzle magazines. In 1999, TVChoice was sold at a much lower price than it's other competitors, overtaking ABCs in February 2008 and has been the best ever since. Total TVGuide was launched to cover all the channels on freeview and satellite.

H Bauer Media

This is a multi-platform media group with locations across the UK. Following their purchase of Emap in 2007, Bauer has acquired a collection of media brands including heat Grazia as well as a radio portfolio of national radio brands including KISS FM UK and Magic. 

The magazine Q started out as a magazine which talks about rock and alternative music. It now has a radio and television show. They also hold awards and in 2010 , Bauer caused controversy as they were unilaterally imposing a contract on photographers and writers which they didn't follow. They also own KERRANG which started out as a magazine which then began to occupy a radio and television show. 

Small Company - BBC Worldwide

BBC Worldwide is owned by the British Broadcasting Company (BBC) and is the restructured predecessor of BBC Enterprises which occurred in 1995. It's operation is to exploit the BBC brand worldwide by selling BBC and other British programming. It's aim is to supplement the income received by the BBC through the license fee. The company also produces additional material which is sold to create financing to aid these services. An example of this is the Radio Times Magazine which equated to 10% of the BBC's income. The BBC had initially made several divisions such as BBC Publications, who would handle magazines. In 1979, the creation of BBC Enterprises Ltd was created, and in 1995 was reformed to become BBC Worldwide. BBC was going to cut the company off, but saw it less advantageous as keeping it and driving forward to create profit. 

They operate geographically so they can better serve their audience across the world and take advantage of high growth markets. BBC Worldwide is responsible for a wide range commercial activities which are primarily connected in some way with the output and public purposes of the main BBC In the past, it was divided into 5 business divisions:

• Channels
• Content and Production
• Brands
• Consumers and New Ventures
• Consumer Products
• Sales and Distribution 

The Channels Division was formed in 2005, and is the biggest creator of revenue. It operates in the broadcasting of several international channels and networks across the world.