Sunday, 4 March 2012

22 - Uses and Gratification

McQuial (1983) classified the common reasons for media use. These were, information, personal idenity, integration and social intercaction and entertainment. Elements of these are shown in many music magazines.


Looking again at NME my orginial magazine I deconstructed I can these.


Information



"finding out about relevant events and conditions in immediate surroundings, society and the world"
When looking at music magazines the relevant events are those of music festivals and gigs. People are informed of the gigs and festivals and events in music that are happening. The society and the world is that of the music industry and the demographic of music magazines, they their own music society. An example in NME is the advertising of future gigs and upcoming events. EG putting tour posters in the magazine.

"satisfying curiosity and general interest"
People are interesting out about upcoming new bands, established bands and tours and festivals. The demographic are intrested in the music industry with the genre they en or many different genre. NME does this as it provides many different aspects of the genre and gig information alongside many other articles.

"learning; self education"
The readers are learning more about the genre and music. Espcially in this issue they're being educated on 'the 100 greatest albums you've never heard'. Educating them on music that they may not have listened too broadening their own knowledge on different music.

Personal Identity


"identifying with valued others (in the media)
People look up and aspire to be like people they see in the media, especially in the music industry. The look at music magazines to further this and see identify with what they're wearing or what they look like, so they can follow and continue to be like this.
Integration and Social Interaction
"identifying with others and gaining a sense of belonging"
Readers feel like they belong to a community of people that are also like themselves, they can relate to each other as they have the same ethos. The demographic are similuar to one another so they feel like they belong. They all have the same love for music.

"finding a basis for conversation and social interaction"
This is the same aspect. People can find something to interact with people about. For example, if they like the same music and type of music, they can find common ground and discuss about it.

Entertainment

"escaping or being diverted from problems"
"relaxing & filling time"
"erotic/sexual arosal"

The media is used to entertain the demographic. This is the case in music magazines as well as informing, people can be entertained by them. They can divert people away from their problems because they have a distraction and think about other things. It fills time and relaxes people because they can sit and enjoy reading and finding out information about music. The demographic also see good looking and attractive figures in the magazines who they may be intrested in.


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