Uses and Gratifications theory for the Guardian&Observer

Personal identity - you can follow whichever sections of the Guardian appeal to you most on twitter

Personal relationships - 'comment is free' section, Facebook profile for Guardian Opinion & use of speech bubble on website

Social interaction and integration - Responding to news articles with tweets, comments on Instagram, comments on the website etc, may replace real social interaction for some people

Information - news, fact-based. Mixture of hard and soft news to appeal to a wide audience.

Entertainment - there is 'entertainment' news, lifestyle, people may read to pass the time