Uses and Gratifications theory

Uses and gratifications theory is a way of approaching mass communication to an audience. The theory places more focus on the consumer or audience, the theory tries to embed the idea that consumers have an active roll in interpreting media into their own lives. The theory also claims that audiences are responsible for choosing media to meet their needs, for example if the audience like indie/alternative or Dance/Pop magazines, they would obviously choose a magazine that consisted colours, fonts, images and models that attract that type of people. This theory suggests that consumers use the media to gain specific gratifications.