Blumler and Katz theorised that people have 5 main reasons to use media:

• escapism
• social interaction
• personal identity
• inform and educate
• enjoyment

MASLOW’S HIERARCHY OF NEEDS

DEMOGRAPHICS AND PSYCHOGRAPHICS

Demographics: Quantitative data, age,race,ethnicity,sex

socio-economic status = A,B,C1,C2,D,E

other descriptives of demographics= Elite, Established middle class, Technical middle class, New affluent workers,Traditional working class, Emergent Service workers and the Precariat, or the precious Proletariat

Psychographics: Aspirer, Explorer, Resigned, Mainstreamer, Reformer, Succeeder, Struggler