Uses and Gratifications Theory (Blumler and Katz, 1974)

Applied to magazine production and consumption

This theory suggests that media users play an active role in choosing and using the media. According to this theory the user has four basic needs: • Diversion – the need to escape and relax• Personal Relationships – that people use the media to form

relationships with others such as being a part of a social media group, it is said they do this to fulfill their need for companionship

• Personality Identity – they use the media to find out more about themselves

• Surveillance – using the media to find out what is going on in the world

Diversion - Q allows their readers to sit back and read all about recent music and artists and all the latest gossip within the music industry.

Personal Relationships – The “MY RECORD COLLECTION” header is talking about one person’s record collection.This will make the readers feel a part of that group if they also enjoy this music.

Personal Identity – the “Q QUIZ” section is involving the reader as they are answering questions. This helps the reader to figure out more about themselves as they are answering questions they may have not answered before.

Surveillance – All of the sections in this box are ones about specific people. These pages let you know what is going on with this people.