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The Uses and Gratifications theory
(McQuail, Blumler & Brown (1972)
Suggests that audiences actively use the
media to meet their own needs.

For example, maybe magazines may be used
by some people to make up for a lack of
self-esteem or social success.

The mode of address plays a part…

Page 2

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Surveillance: the text gives us a
constant supply of information about
what is happening around the world.

1. Study the cover of your magazine. What
type of mode of address is used here?
What sort of person does the voice of
the magazine seem to belong to? Give


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