5/12/16
Uses and Gratifications.
The uses and gratifications theory focuses on the consumer rather than focusing on the message by asking “What people do with the medIa” rather than “What media does to people”.
In other words, the audience uses media to meet their needs and to fulfil specific gratifications.
Blumler and Katz first began studying this theory in the 1940s.
Personal identity:
- Finding reinforcement for personal values
- Finding models of behaviour
- Identifying with valued others (In the media)
- Gaining insight into ones self.
Entertainment
- Escapism, or being diverted, from problems
- Relaxing
- Filling time
- Emotional release
- Sexual gratification
Integration and Social interaction.
- Gaining insight into circumstances of others; Social empathy.
- Identifying with others and gaining a sense of belonging.
- Finding a basis for conversation and social interaction
- Having a substitute for a real life companionship
This is the only section completed from section 4. It needs much more detail.
ReplyDeleteTo help complete this section I've summarised the posts that need to be completed.
• Define audience terminology, i.e. mass/mainstream, niche - needs of mainstream and niche audiences
• Explain demographic profiles of audiences for media products, i.e.:
age, gender, ethnic group, location and, socioeconomic, sexual orientation, lifestyle and psychographics – we looked at all the different tables
•(National Readership Survey (NRS) data, Radio Joint Audience Research (RAJAR)),
BARB – You spent a lesson researching one of these companies and pitched it to the rest of the class who had to make notes. The questions you looked at were –
What do the letters in your chosen company’s name stand for?
Which industries does your company provide audience research for?
How does it conduct audience research? Give examples of its methods.
What audience demographics (categories) are included?
Give an example of one of the company’s most popular products based on your
findings.
Why do you think this product is popular?
• Uses and Gratifications theory – a powerpoint was uploaded to help. You need to add more detail to your current post.
• Produce an audience profile and imaginary entity – you looked at an example (Bauer Media) and produced your own using Photoshop