AUDIENCE

AUDIENCE

1. BLUMLER AND KATZ: USES AND GRATIFICATION

   • This is the idea that rather than people being pressured by the media it is in fact te media that is pressured by the people.
   • The media simply delivers what the audiences ask for, making the audience the powerful ones.
   • Escapism - To switch off, sit there and absorb it
   • Personal Relationships - The relationship you feel with the character e.g. Soaps, We all watch certain types of media products to connect with people
   • Personal Identity - We live out the values of the characters we watch and relate with, gaining something from it because they can identify it
   • Survalance - Gaining knowledge from the world e.g. Documentries, the news.

2. EFFECTS MODEL: HYPODERMIC NEEDLE THEORY

   • This is the opposite idea of the Blumler and Katz suggesting that it is in fact the media that is the power and 'injects the audience with their dominant ideologies.
   • Passive - susceptable

3. Demographics

   • Making assumptions about people’s lives/hobbies and interests based on their ages, gender and values.
   • For example (old age pensioners): A lot of money Bungalow Age 65+

4. Psychographics

   • Psychographics are based upon lifestyle, values, attitudes and beliefs.
   • There are several models for categorising lifestyle, it is called the 4C’s (Cross cultural consumer categorisation).

Imágenes y archivos del mapa