The uses and gratifications theory is a modernistic and humanistic approach to media it’s an optimistic approach towards audiences that assume everyone is media literate and consciously makes choices about what type of media to use, when, how and why they use it. It suggests there are four needs that explain why we consume certain types of media. It’s important that every media producer understands this theory as it allows them to successfully create and market their media products. There are many ways in which I have done this in my music magazine ‘Nu-music’.
One way in which I considered the needs of my audience was to present information in my music magazine. On the front cover I included ‘upcoming gigs and tours’ of many relevant bands to the genre of the magazine, making sure this information was relevant to the young indie audience as it would draw them in to buy the magazine and perhaps interest them to become a consumer in the future. A way in which I emphasised this information was to carefully consider the language choice; I made sure to convey the fact that the articles presented information clearly, for example ‘up and coming albums of 2010’ which explains what albums in the specific indie genre are coming up in the next few months. I also included information within the contents page such as top voted live bands and reviews on bands, this was important to include in the contents page as it gives them a chance to read up on others opinions of bands they may or may not know, and as ‘NU-Music’ specialised in up and coming bands, it gave readers a chance to see expert opinions on new bands. The interview gave information in terms of information about the artist, new tour dates and albums as this is what the target market would be looking for most in the article.
Another way that I included the needs of my audience was to consider entertainment; I did this by including a quiz ‘What 2010 summer festival is best for you?’ I included this for the key purpose of light entertainment for the audience, and I would assume that the majority of my target market often visits summer festivals they would be interested in seeing the line-ups and pictures of all the different festivals. I also included my main article as entertainment for the reader as they would be able to read up on a controversial musical character that they are familiar with. I included informal chatty language to present an entertaining read for the audience as well as interesting pictures and quotes.
In terms of personal identity I made sure that pictures were the main focus of this, I thought about the costume of the models in my images as these should reflect those of the target market. Readers may compare themselves to the models in the images, or simply take tips on what their type of ‘scene’ should be wearing and what message they should be giving out to others. To do this I considered my use of angles, lighting, mise en scene and model positioning. I used many low angles to the images and made sure I focussed on the models by making the background as natural as possible. I edited my images to change the lighting and colouring to make the images as professional and interesting as possible. I also included the ‘best dressed of ’09 award’ feature for similar reasons; so that my audience can find a sense of personal identity within how artists of their genre dress.
Social interaction was another thing I thought about including, I did this primarily through my main article. Mostly I created a sense of social interaction by writing a controversial article including such issues as drugs, relationships and music which the readers can then go on and discuss further having their own opinions and thoughts. By doing this I also created a sense of empathy with the artist as the readers were getting a first hand account of the type of feelings and experiences the artist went through. Another way in which I considered social interaction was to include many examples of new bands, new albums and reviews so that my audience may then take this information and turn it into different discussion topics.
Overall, I made sure to think about all four of these different needs of the audience and try to include these within different parts of my music magazine. I believe that in a big way it is industries that are in control of the media by including such needs as information, entertainment, personal identity and social interaction. However I also believe that it is the audiences that buy into these types of things, therefore it is both sides that contribute to what you find in the media.
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