Uses and Gratification

In 1983, McQuail classified 4 categories for common reasons for media uses. elements of these are shown in most music magazines. The four categories are:

Information- finding out about relevant events and conditions in immediate surroundings

society and the world.

• seeking advice on practical matter or opinion and decision choices.
• satisfying curiosity and general interest.
• learning; self education.
• gaining a sense of security though knowledge.

Personal Identity

• finding reinforcement for personal values
• finding models of behaviour (to some extent)
• identifying with valued others in the media (in this case a music artist)
• gaining insight into oneself

Entertainment

• escaping, or being diverted, from problems
• relaxing
• getting intrinsic cultural are aesthetic enjoyment
• filling time
• emotional release
• erotic/sexual arousal

Intergration and Social

• gaining insight into the circumstances of others; social empathy
• identifying with other and gaining a sense of belonging
• having a substitute for real-life companionship
• helping to carry out social roles
• enabling one to connect with family, friends and society (mainly friends)
• finding a basis for conversation and social interaction