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Uses and Gratification
Uses and gratification theory seeks to understand why people seek out the media that they do and what they use it for.
The uses and gratifications theory assumes the audience chooses what it wants to watch for five different reasons.
Information and Education – the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries.
Entertainment – Viewers watch programmes for enjoyment.
Personal Identity - Viewers can recognise a person or product, role models that reflect similar values to themselves and mimic or copy some of their characteristics.
Integration and social interaction – the ability for media products to produce a topic of conversation between people. For example who is the best contestant on The X-factor who which was the best goal shown on Match of the day.
Escapism – Computer games and action films let viewers escape their real lives and imagine themselves in those situations
Uses and gratification theory seeks to understand why people seek out the media that they do and what they use it for.
The uses and gratifications theory assumes the audience chooses what it wants to watch for five different reasons.
Information and Education – the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries.
Entertainment – Viewers watch programmes for enjoyment.
Personal Identity - Viewers can recognise a person or product, role models that reflect similar values to themselves and mimic or copy some of their characteristics.
Integration and social interaction – the ability for media products to produce a topic of conversation between people. For example who is the best contestant on The X-factor who which was the best goal shown on Match of the day.
Escapism – Computer games and action films let viewers escape their real lives and imagine themselves in those situations
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Todorov's theory
Tzvetan Todorov's narrative theory suggests that all narratives follow a three part structure where they begin with equilibrium, where everything is balanced, progress as something comes along to disrupt that equilibrium, and finally reach a resolution, when equilibrium is restored.
Todrov's theory in the movie Batman.
Equilibrium: Everything is in order in the start and nothing has disrupted the Equilibrium
Disruption of Equilibrium: Bruce Wayne's parents are killed and they are high profiled individuals
Recognition of Disruption: The Precinct recognise the double homicide and send James Gordon and Harvey Bullock to investigate
An attempt to repair damage:The Find the murderer and he is killed and the case is closed
New Equilibrium: Everything is fine again and back to the state of equilibrium
Disruption of Equilibrium: The Penguin tells two detectives that the murderer was framed and that an innocent man was killed.
Recognition of Disruption: James is told by his wife that the murderer was framed and he tells Harvey who tells him to forget about it.
An attempt to repair damage: James Gordon goes over to the Fish Mooney to bring up the fact that the murderer was framed and gets captured by the villain.
New Equilibrium: Harvey Bullock goes to save him but gets captured as well , however they are both freed by the mob and James Gordon has to fake penguins death but he is the only one who knows the death is being faked, there is no real Equilibrium at this point as the episode ends on a cliff hanger
Tzvetan Todorov's narrative theory suggests that all narratives follow a three part structure where they begin with equilibrium, where everything is balanced, progress as something comes along to disrupt that equilibrium, and finally reach a resolution, when equilibrium is restored.
Todrov's theory in the movie Batman.
Equilibrium: Everything is in order in the start and nothing has disrupted the Equilibrium
Disruption of Equilibrium: Bruce Wayne's parents are killed and they are high profiled individuals
Recognition of Disruption: The Precinct recognise the double homicide and send James Gordon and Harvey Bullock to investigate
An attempt to repair damage:The Find the murderer and he is killed and the case is closed
New Equilibrium: Everything is fine again and back to the state of equilibrium
Disruption of Equilibrium: The Penguin tells two detectives that the murderer was framed and that an innocent man was killed.
Recognition of Disruption: James is told by his wife that the murderer was framed and he tells Harvey who tells him to forget about it.
An attempt to repair damage: James Gordon goes over to the Fish Mooney to bring up the fact that the murderer was framed and gets captured by the villain.
New Equilibrium: Harvey Bullock goes to save him but gets captured as well , however they are both freed by the mob and James Gordon has to fake penguins death but he is the only one who knows the death is being faked, there is no real Equilibrium at this point as the episode ends on a cliff hanger
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Propp's theory
Propp's theory was that in every narrative there are different types of charterers. He also said that fairy tales had a specific narrative structure. These were:
Propp's theory was that in every narrative there are different types of charterers. He also said that fairy tales had a specific narrative structure. These were:
- Hero The protagonist in the narrative,and usually seeks something.
- Villain The antagonist in the narrative, who struggles against the Hero.
- Donor/Mentor Sends the Hero in the right direction.
- Helper Aids the Hero, usually in his/her quest
- Dispatcher Prepares/provides the Hero with an agent/object.
- False Hero Claims to be the Hero/portrayed as the Hero but is not, usually reaps what he sows.
- Princess's Father Rewards the Hero, usually attempts to marry him to his daughter
- Princess Damsel in distress/the reward for the Hero usually the prize of the Hero's quest.
Syringe theory
The Hypodermic needle theory is a linear communication theory that suggests that media messages are injected directly into the brains of passive audiences.
In this theory the media is seen as powerful and able to ‘inject’ ideas into an audience who are seen as weak and passive and could be influenced by a message. In Nazi Germany in the 1930’s and during World War 2 films were used to ‘inject’ propaganda ideas promoting the Nazi cause to the German audience. Today we still see party political broadcasts on television during elections.
The Hypodermic theory comes from a fear of the mass media, and gives the media much more power than it can ever have in a democracy. The concept ignores the idea that not everyone in an audience behaves in the same way
The Hypodermic needle theory is a linear communication theory that suggests that media messages are injected directly into the brains of passive audiences.
In this theory the media is seen as powerful and able to ‘inject’ ideas into an audience who are seen as weak and passive and could be influenced by a message. In Nazi Germany in the 1930’s and during World War 2 films were used to ‘inject’ propaganda ideas promoting the Nazi cause to the German audience. Today we still see party political broadcasts on television during elections.
The Hypodermic theory comes from a fear of the mass media, and gives the media much more power than it can ever have in a democracy. The concept ignores the idea that not everyone in an audience behaves in the same way
![Picture](/uploads/1/1/1/5/111572555/audience-theory-powerpoint-26-728_orig.jpg)
Reception theory
The reception theory is how you, the receiver, decodes the meaning of the media. If you accept it then you either are dominant or preferred, this means you will receive it and like it since it is niche to the type of media. If you are in between you are negotiated this means you are quite neutral you might agree with some but not all aspects of it. If you completely disagree then you are oppositional, you therefore hate the niche content presented to you and you most of the time can't decode it.
The reception theory is how you, the receiver, decodes the meaning of the media. If you accept it then you either are dominant or preferred, this means you will receive it and like it since it is niche to the type of media. If you are in between you are negotiated this means you are quite neutral you might agree with some but not all aspects of it. If you completely disagree then you are oppositional, you therefore hate the niche content presented to you and you most of the time can't decode it.
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Models of Communication
In Active and Passive audiences we get a sender, which is the industry, the message, which is what we decode the meaning on the industry is and the receiver, which is the audience. During passive audiences there is no feedback, but during an active audience you can get feedback like in you tube videos.
An example of this is the music industry. The music industry makes music, how you decode it is dependent on the reception theory, if you do like it, so have a dominant view then you will take the message and receive it. Since music is passive there is no feedback.
In Active and Passive audiences we get a sender, which is the industry, the message, which is what we decode the meaning on the industry is and the receiver, which is the audience. During passive audiences there is no feedback, but during an active audience you can get feedback like in you tube videos.
An example of this is the music industry. The music industry makes music, how you decode it is dependent on the reception theory, if you do like it, so have a dominant view then you will take the message and receive it. Since music is passive there is no feedback.
Audience
mass audience- diversified collection of media technologies that reach a large audience
Niche audience- Is a specific market focusing on a specific product. e.g. Nike Air Zoom Odyssey
Demographic audience- A demographic audience profile defines groups based on things like age, gender, income, education and occupation.
Profiling: demographics-
A- Upper Middle Class
B- Middle Class
C1- Lower Middle Class
C2-Skilled Working Middle Class
D- Working class
mass audience- diversified collection of media technologies that reach a large audience
Niche audience- Is a specific market focusing on a specific product. e.g. Nike Air Zoom Odyssey
Demographic audience- A demographic audience profile defines groups based on things like age, gender, income, education and occupation.
Profiling: demographics-
A- Upper Middle Class
B- Middle Class
C1- Lower Middle Class
C2-Skilled Working Middle Class
D- Working class
Psychometric
A psychometric method of categorization specific to advertising was developed by Young and Rubicam, a marketing and communications company.
The Aspirer - they like brands with a status that show their place in society. they are happy to spend a lot of money on luxury goods, which they often do so using credit. they like to think they are stylish and current and can often be persuaded the most by celebrity endorsements.
The Explorer - they like to discover new things and can be attracted to new brands that may be slightly unknown. they look for innovative and exciting products and experiences. they seek to discover and love adventure.
The Mainstreamer - they make up 40% of the audience.they tend to stick to tried and trusted brands which they now they like and are value for money. they class themselves as a larger group of like-minded people who are likely to stick to what they know and not take risks.Their biggest comfort is security.
The Reformer - they are motivated by self-esteem and self-improvement.they do not follow big brands and are not attracted to status, they are not materialistic and do not like to follow the pack. these people are socially aware and are more likely to invest in goods that are beneficial to the environment and invest more in brands that are good for them or others.They are mainly attracted to enlightenment.
The successor - these are the ones with high social status and are happy with their status and feel they have nothing to prove. they believe they deserve the best and decide upon the best brands based on reliability. they often seek control.
The Resigned - these are predominantly older people who have built up their attitudes over time and believe in instituations and traditions yhat they have come to trust and believe they can invest in safely
A psychometric method of categorization specific to advertising was developed by Young and Rubicam, a marketing and communications company.
The Aspirer - they like brands with a status that show their place in society. they are happy to spend a lot of money on luxury goods, which they often do so using credit. they like to think they are stylish and current and can often be persuaded the most by celebrity endorsements.
The Explorer - they like to discover new things and can be attracted to new brands that may be slightly unknown. they look for innovative and exciting products and experiences. they seek to discover and love adventure.
The Mainstreamer - they make up 40% of the audience.they tend to stick to tried and trusted brands which they now they like and are value for money. they class themselves as a larger group of like-minded people who are likely to stick to what they know and not take risks.Their biggest comfort is security.
The Reformer - they are motivated by self-esteem and self-improvement.they do not follow big brands and are not attracted to status, they are not materialistic and do not like to follow the pack. these people are socially aware and are more likely to invest in goods that are beneficial to the environment and invest more in brands that are good for them or others.They are mainly attracted to enlightenment.
The successor - these are the ones with high social status and are happy with their status and feel they have nothing to prove. they believe they deserve the best and decide upon the best brands based on reliability. they often seek control.
The Resigned - these are predominantly older people who have built up their attitudes over time and believe in instituations and traditions yhat they have come to trust and believe they can invest in safely
https://www.bbc.com/bitesize/guides/zy24p39/revision/3
I believe from these categories I would be categorized as a main streamer as I like to stick to trusted brands that I know well and have tried, I do sometimes try new brands which makes me an explorer at times. I also think I also think I am an aspirer as I do not mind spending a lot of money on luxury goods and I can often be persuaded by celebrity endorsements.
I did a personality test and got "The Entrepreneur" I think this is right although i think i am a mixture rather than one specific personality.
I did a personality test and got "The Entrepreneur" I think this is right although i think i am a mixture rather than one specific personality.
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Simon Sinek Golden circle
Companies or businesses that use this theory are either middle or higher class and are normally things that people buy to show off to society like clothes, make up and/or perfume.
An example of a company that uses this is Apple.:
Apple well tell a customer why they are selling their product first. So they would say " everything we do, we believe in challenging the status quo, we believe in thinking differently"
They will then talk about how they will do this, so they would say, "We make products that are beautifully designed and user friendly"
Lastly they will talk about what the actual product, they'll say, "We just happen to make great computers - want to buy one ?"
Companies or businesses that use this theory are either middle or higher class and are normally things that people buy to show off to society like clothes, make up and/or perfume.
An example of a company that uses this is Apple.:
Apple well tell a customer why they are selling their product first. So they would say " everything we do, we believe in challenging the status quo, we believe in thinking differently"
They will then talk about how they will do this, so they would say, "We make products that are beautifully designed and user friendly"
Lastly they will talk about what the actual product, they'll say, "We just happen to make great computers - want to buy one ?"
![Picture](/uploads/1/1/1/5/111572555/published/jqy44loyb2w01.png?1539759012)
Maslow's hierarchy of needs
Abraham Maslow proposed five different kinds of human needs, beginning with the most basic: survival. Physiological needs, such as food and shelter, are followed by needs related to safety. Next, there are needs of love and belonging. Fourth, humans have needs of esteem, such as the need for being respected. The final need in the hierarchy is the need for self-actualization (fulfilling one's potential). The hierarchy suggests that basic needs must be met prior to less basic needs; for example, a starving person will seek food before self-actualization.
This is relevant to media as companies normally target people at the esteem section, if someone doesn't have the following below esteem they do not 'qualify' to buy certain things, for e.g a homeless women that doesn't have a shelter and isn't employed wouldn't go out to buy fenty beauty product to increase her confidence.
Abraham Maslow proposed five different kinds of human needs, beginning with the most basic: survival. Physiological needs, such as food and shelter, are followed by needs related to safety. Next, there are needs of love and belonging. Fourth, humans have needs of esteem, such as the need for being respected. The final need in the hierarchy is the need for self-actualization (fulfilling one's potential). The hierarchy suggests that basic needs must be met prior to less basic needs; for example, a starving person will seek food before self-actualization.
This is relevant to media as companies normally target people at the esteem section, if someone doesn't have the following below esteem they do not 'qualify' to buy certain things, for e.g a homeless women that doesn't have a shelter and isn't employed wouldn't go out to buy fenty beauty product to increase her confidence.