Uses and Gratification theory

Uses and Gratification theory is an approach to understanding why and how people use particular media forms. It also, shows the effect of people on media and how people use certain media to satisfy their needs.

There are a number of theorists surrounding the uses and gratification theory, here are three notable theories and what they think impacts why people use media.

Found while researching

The 4 main things that are suggested to be fulfilled by using certain types of media according to the uses and gratifications theory are:

• Entertain-using the content as a form of escapism from personal issues and also, for enjoyment. 
• Identify-recognise  and relate to a piece of content including a person and product for example finding someone as inspiration.
• Educate- be able to receive information, knowledge and also, an understanding.
• Social interaction- media being able to create topics of conversation. 

The Uses and Gratification theory can be seen in someones personal selection of what tv shows they enjoy as it represents what someone likes within those shows.

Here is an application of Uses and Gratifications theory to a contents page of a music magazine.

Music Magazine Institutions Research- Bauer

Who are the company?

Bauer is part of media group consisting of many companies. Bauer’s website presents that they produce over 300 magazines and involved in other media outlets like radio, TV and online making it one of Europe’s largest publishing groups.They believe their business is built on influential media brands with personal relationships with readers and listeners.

What is their company history?

          The company first started when in 1953 with the publication of Angling Times and also, gaining ownership of Motor Cycle News in the 1956.Since then Bauer has been responsible for publishing and launching some of Britain’s most notable magazines like Closer (2002) and GRAZIA (2005). They have also, brought many publishing companies.

What publications do they manage?

The publish a variety of magazines like:

Target audience annotations of two of Bauer's publications:

Music Magazine Institutions Research-BBC Worldwide

• http://www.bbcworldwide.com
  Who are the company?
  According to BBC World-wide’s website it commercialises content from the BBC around the World. The company also, fund the UK’s creative sector and also, sells programmes produced by independent British producers.

  
  

  The company has different segments such as a UK publishing business of which produces content in the form of magazines, books and digitals editions.
  
  History
  Formed in 1995 as result of the restructuring of BBC Enterprises.The company first began expanding into other types of media especially in 1995 where they added to the divisions of video,audio,film and merchandising.These later merged to BBC publications to form BBC Enterprises.
• What publications do they manage? Here are a few of their publications:
  
  

  

  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Target audience annotations of two of BBC Worldwide publications: