Audiences

Uses and gratifications theory This refers to how actively audiences actively seek specific types of media to suit their own needs. The theory assumes that audience members are not passive but instead take an active role in interpreting

and integrating media into their own lives. Basic model:

Personal identity: Magazine This refers to the ideas of being able to recognise the product or person in front of you. Or perhaps people you may consider as role models that reflect similar values as yours and aspiring to be like them.

Educate: This refers to the ability of being able to acquire information , knowledge and understanding form a media text. For example, music magazines include artist interviews In which the audience can find out information about different artists.

Entertain: This is the idea that what you are viewing should provide enjoyment in order for you to maintain interest. It also refers to the idea that a form of escapism is given to help the audience forget about their worries temporarily by providing with enough entertainment.

Social interaction: This is the ability for media products to produce a topic of discussion between audiences e.g sparking arguments. Music magazines could provide information on up coming festivals and concerts in which the audience would use to meet others with similar interests.

Audience psychographics

Audiences are split into different groups based on aspects such as social class , lifestyle, Personality and characteristics. Mainstreamers: They are by far the largest group who seek status buying ‘safe’ big brand product. They tend to be conformist, sentimental and conventional.

Aspirers: They seek status through materialistic values such as fashion and persona. They are often acquisitive and orientated to image. They mainly consist of younger people.

Succeeders: These seek control through setting themselves strong goals, showing confidence and also being organised and having a strong value for work ethic. They are typically higher management and professionals.

Reformers: They seek enlightenment through aspects such as freedom of restrictions and personal growth. They usually have social awareness and independent judgement and are anti-materialistic but are still of good taste.

Explorers: Seeking discovery, they have energy , individualism and experience. They also value difference and adventure. They typically consist of younger demographic i.e. students.

Strugglers: Seeking escape, they are alienated and disorganised having few resources beyond physical skills available to them. In addition, they spend their money on things like alcohol, junk food, lottery tickets and typically consist of lower demographics.