Audience Consumption Habits

Audience Consumption Habits

The uses and gratifications theory focuses on why people use and consume media texts. Bulmer and Katz (1974) suggested that there were four main reasons as to why different people used media, and these were: information, personal identity, social interaction and entertainment.

Information  because individuals might want to find out about current events in society and around the world, for advice or opinions on decisions, their own curiosity and general interest, self-education and/or it can allow them to gain a sense of security from the knowledge they were consuming.

Audiences may read music magazines to find out news about a particular band or artist such as tour dates and facts about them etcetera. Interviews with bands and artists are an integral part of music magazines; this is where readers are able to get to know them more and consequently, the interviewer would have to research what their target audience wants to hear. If the magazines target audience was teenage girls then in the interview they would want to find out what the artists likes and dislikes were, along with hobbies and personal stories. It can allow the audience to connect with the artist on a more personal level as it feels like the subject is speaking directly to them.

Personal Identity, this is often the case for younger audiences as they can be looking for a role model of behaviour as well as finding reinforcement for their personal morals.

In terms of music magazines, teenage audiences are usually more ‘attached’ to artists than adults and want to know them on a personal level rather than just listening to their music. Teenage girls are under pressure from the media and consequently, they look up to the celebrities that they like in hope that they will fit some sort of social ‘standard’ if they share the same habits, interests and looks. Therefore, younger audiences can read magazines because an artist or band they like are featured.

Social interaction can be a reason for individuals consuming a media text as they can interact with others who share the same interest and gain a sense of belonging. It also helps some to find a basis for conversation, which is the case for teenage audiences in particular when meeting new people and/or trying to connect more with friends.

Audience will want to read music magazines because it allows them to gain more understanding of the artists they like which can lead to them joining ‘fandoms’, a  fandom is where people who all share the same interest in an artist can converse and talk/share thoughts of them. They are most commonly found on social networking sites such as Twitter. Again, younger audiences will want to read anything that involves their preferred artist as it will then give them more opportunities for social interaction.

Entertainment is an important purpose as it is said to be the most common. Reading a magazine can be used as a form of escapism for people who might be stressed or unhappy. It can be a diversion from problems that they may be facing at home or at school. It can also be seen as a source of relaxation for pure enjoyment or some might just read magazines as a way to pass time when they’re bored. If the magazine contains artists and features that they don’t personally enjoy then the chances of them even opening the text is slim, although people who read it because there is someone they like featured inside then they’ll be getting a positive effect out of reading it because they are actually enjoying it rather than passively reading it they will read it actively.