Uses and Gratifications theory

      

      Theorists were not asking how the media effects audiences, but how were the audiences using the media. They suggested that audiences had specific needs and actively turned to the media to consume various texts to a satisfaction of these needs. The audience were seen as active, as opposed to passive audience. This theory acknowledged that the audience had a choice of texts from which to chose from and satisfy their needs.  While acknowledging that the audience are active and chose what to watch, the Uses and Gratifications theory is for understanding that audiences also have limitations. The theory still suggests that the audience will read some aspects as the same. It does not consider how the messages are interpreted or any other factors affecting the audience’s interpretation.  In conclusion the theory is based around the audience seeing what they do with the media rather than what the media does to comsumers, allowing the audience to find out how media effects them.  This theory ensures that the audience are in charge of choosing certain media which suits their needs, an example of this may be that if a consumer enjoys listening to rock music they wouldn't want to get a magazine such as smash hits which is a very girly magazine and focused on pop music, they would rather go with a magazine such as NME or KERRANG! which may stand out as this genre due to image, text and colour.