Uses and Gratifications Theory

The uses and gratifications theory is a frequently used approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to people”. It assumes members of the audience take an active role in featuring media into their own lives. The theory also holds the audience responsible for choosing the media that meets their own needs. For example, if someone was interested in metal/rock, they wouldn't buy a magazine geared for people who are interested in rap/r'n'b. They know what magazine to buy by looking at the cover, the images, font, colour scheme allows them to know what the magazine is about.