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