Theories 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 by asking "what people do with media" rather than "what media does to people" (Katz, 1959). It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meeting their needs. The approach suggests that people use the media to fulfil specific gratifications. This theory would then imply that the media compete against other information and sources for viewers' gratification. (Katz, E Blumler, J G.& Gurevitch, M. 1974). It is suggested that the uses and gratification theory has to fulfil one of the following need when we choose a form of media: Identify - being able to recognize
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Masthead: As the masthead is bold it stands out from the other text, the background and the other elements on the front page which makes it catch the audience's eye at first glance which tells them what magazine they are reading straight away. On magazines sold in shops the masthead is usually spread out across the whole of the top section of the page, whereas the masthead for The Big Issue is only on one side of the page and it changes which side it is on for different magazines; for this magazine it is on the left. The masthead might not be the largest text on the page but it doesn't need to be as it is sold on the street so therefore it isn't sold right next to other magazines meaning it doesn't have the competition. Main Cover Line: The main cover line ''WHAT'S THE WORST THAT COULD HAPPEN...'' is very bold and is the largest text on the page showing that it is important to this magazine and it tells the reader what the magazine is going to
Similarities: Small masthead at the top Column style Text bases (no images) Authoritative, persuasive tone Subheading that outlines opinion Based on current stories 2/3 different comment articles Differences: The guardian's comment takes up about half the page but the daily mail's comment only takes up about 1/4 The daily mail's comment is on page 16 but the guardian is on page 26 which could be because the guardian has more news stories to talk about so it is later on in the newspaper whereas the daily mail's comment could be more important to the readers so it is nearer the front There is a more formal structure in the guardian then the daily mail The guardian has more detail but it doesn't have a clear opinion it just gives both sides of the point/argument and lets the reader decide whereas the daily mail has a clear opinion and tries to persuade the reader The daily mail's comment is soft news but the guardian's comment is hard ne