Hans, Gurevitch and Katz (1973)

The theory is that there are two different needs of the public: Personal needs and Social Needs.

Personal needs are for a specific individual. These can be for one to understand themselves, Enjoyment and Escapism.

Social needs are for needs of everyone in the public who have similar views which makes them a discourse community. This can be knowledge about the world, self ability, awareness and self esteem, to strengthen bonds with family and friends.

DEMOGRAPHIC/PSYCHOGRAPHIC CLASSIFICATION:

Demographic: A socio-economic classification developed by the NRS (National Readership Survey)

Psychographic: A Psychographic Model of consumer behaviour used in the media industry to define audience segments.

Links into Maslows theory!