Magazine audiences - Uses and Gratifications theory

Uses and Gratifications - Why audiences consume media

Personal Identity

Music magazines often dress the fandom of a specialised audience and may reinforce the readers' sense of being a fan of a particular genre of music. For Example, mojo magazine dresses educated lovers of 'authentic' music and so might serve to reinforce that identity.

Music magazines may reinforce a readers values for example, mojo magazine celebrates the values of authenticity and passion associated with 'classic rock' 

Social Interaction and integration

Music magazines offer news and gossip that might form the basis of real-life conversations, for example mojo magazine has a regular 'mind blowers' section that offers recommendations. 


Entertainment

Music magazines offer a range of entertainment pleasures, such as comedy, gossip, CDs and other free gifts. They can also offer an escape into a utopian world of stars (celebrities)

Mojo magazine offers detailed insight into the affairs of bands and artists that may serve as a means of escape from everyday life for its readers.

Surveillance

Music magazines offer a sense of being in contact with the world, giving information about the world of popular music. 'what goes on' - short articles about music news and current affairs, including possibly unfamiliar material such as 'rising articles' and 'mind blowers

Audience activity and passivity 

Magazines, like all print media, offer a more active audience experience than the audio visual media forms, but a less active experience than the online media. The wide range of choice of publications makes selection a more active process for magazines.

Audience interpretation 

Music magazines are usually niche products, so they aim to address only their specialist audience. We love pop might interpret Mojo magazine as hopelessly dull, ling winded and full of old men. The older classic rock loving audience might interpret we love pop as irrelevant teenage fluff.