Uses and Gratifications Theory

Uses and Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself. The Uses and Gratifications Theory follows a basic model. It is an audience-centered approach. When an audience actively seeks out media, they are typically seeking it in order to gratify a need, the more significant the media becomes to that person. Example: If a customer is interested in metal and rock music, they wouldn't purchase and pop music magazine, they would be able to tell the difference by the image, font, colours, and stories presented on to the front cover. This is why my front cover has to be able to reach out to the correct Target audience.