USES AND GRATIFICATIONS.

Media Theories

• hypodermic needle- the media supplies the passive audience with a message in which they are powerless to resist (discredited)
• drip, drip, drip effect, cultivation effect- the repetition of messages does have some affect on the audience. for example, reporting of a crime heightens our fear of crime (the cultivation differential)
• two-step flow- the media introduces us two ideas (step one), we discuss these ideas with others and reach an opinion (step two)
• limited effect- the media doesn't affect us much as we are media literate, and sophisticated readers of text
• media dependency- the belief that we come to need the media (is this an addiction or choice?)

Uses and Gratifications - this theory is about "what people do with media" rather than "what media does to people" (Katz, 1959). It assumes that members of the audience are not passive but take an active role in interpretting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfil specific gratifcations.

Blumler and Brown (1972) Four Primary Factors for which one amy use the media for:

• diversion-something to do, escape from reality/problems
• personal relationships-using media to discuss with friends afterwards, media as a subsitute for 'real contact'. Does it fit in with "two step flow"?
• personal identity or individual psychology-defining yourself by your media texts. Building your sense of self
• surveillance-finding out about the world, finding out information.

A man who has the name of 'McQuail' classified several reasons for media use in 1983. Some of these are listed below.

Information

• finding out about relevant events and conditions in immediate surroundings, society and the world
• seeking advice on practical matter or opinion and decision choices
• satisfying curiosity and general interest
• learning; self education
• gaining a sense of secruity through knowledge

Personal Identity

• finding reinforcement for personal values
• finding models of behaviour
• identifying with valued others (in the media)
• gaining insight into oneself

Integration and Social Interaction

• gaining insight into the circumstances of others; social empathy
• identifying with others and gaining a sense of belonging
• finding a basis for conversation and social interaction
• having a subsituate for real life companionship
• helping to carry out social roles
• enabling one to connect with family, friends and society

Entertainment

• escaping, or being diverted from problems
• relaxing
• getting intrinsic cultural or aesthetic enjoyment
• filling time
• emotional release
• erotic/sexual arousal

                                                                                                                        

This is relevant as music magazines follow similar rules.

Following Blumler and Browns ideas about the 4 primary factors you can see how they are applied to music magazines. 

-Diversion is definitely present as reading magazines allows people to have their own private, relaxing time while also providing them with information about what they take interest in. if someone is a fan of pop music, then buying a pop magazine would be ideal for them as they are finding out the latest gossip to do with pop music. 

-Personal relationships also plays a factor when it comes to magazines as people feel as if they can connect to what is being said and makes them feel part of the context as they are getting an insight of what is happening in the featured artists life. This idea is supported as it also allows them to then carry out a conversation about it to their friends or family about the news they have read in the magazine. This could be considered as word of mouth as the person receiving the information may then go out to buy it to find out more information - making the magazine gain a bigger audience while enhancing their reputation. 

-Personal identity can be considered in this process as the news and gossip supplied in the magazines can help a person develop themselves in areas such as fashion, beauty or makeup. The text may influence the readers to try out different things and to experiment with new things.

-Surveillance is clearly present when it comes to magazines as the reader is constantly finding out new gossip and news about celebrities and the kind of life style they lead. Information can be found out about which the readers may not even knew about and could gain a different insight of things from this. 

                                                                                                                                      

McQuails reasons for media use seem to be very different but in a way true. The main categories are information, personal identity, integration and social attraction and entertainment.
Within the information category it focuses on things that you can acknowledge and learn and how you see yourself - self actualisation. Magazines  supply the readers with news and information that they never knew and create responses to it which is appropiate. The information can be took in many different ways and it depends on the kind of person you are on how to react to it. For example an artist may be pregnant and some readers will be pleased and delighted whereas others may find it silly and career ruining.
Personal Identity kind of links into the information criteria as it pays a lot of attention to youself and other people. It could be considered that the way some artists come across in magazines may interest the readers who may then take inspiration and start acting in a similar way.
Integration and social interaction is based around the society. How things influence one another and how people behaviour and respond to interactions. This could be similar 'information' as a particular article could gain a different reaction to someone else. 
Entertainment provides suggestions on relaxation and emotional release which could suggest that people get a sense of pleasure and enjoyment out of reading magazines. It could be seen that magazines portray erotic and sexual arousal through the use of pictures and content. If someone is attractive on the frint cover it could be seen as a greater purpose of purchasing the magazine.