Katz, Gurevitch and Haas: Audiences experience media to fulfill needs and gratifications. They can be personal needs, like understanding self, escapism or enjoyment. They can also be social needs, like connecting with friends and family, knowledge of the world,Self confidence, stability.
Psychographics:
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!
Maslows Hierarchy of Needs
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.
Uses and Gratifications Theory Categories –
Maslow’s Theory:
Different people can relate to different stages of hierarchy on Maslow’s pyramid, and by categorizing why different people watch certain things this helps to provide reason and an aim for people to satisfy their viewers and maybe appeal to other viewers as well. Factors such as gender, age, ethnicity etc. effect where u lie on the pyramid.
Blumler and Katz theorised that people have 5 main reasons to use media:
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
Psychographic information might be your buyer’s habits, hobbies, spending habits and values. … Demographic information includes gender, age, income, marital status – the dry facts.
Haas, gurevitch and katz (1973)
personal needs : enjoyment, escapism, understanding self
social needs : knowledge, self confidence/esteem, strengthen connections with friends and family
stemmed from maslow’s hierarchy of needs
PSYCHOGRAPHIC
how people think about things and receive media
DEMOGRAPHIC
Producer’s message…
Escapism
Entertainment
Social interaction
Identify / relate
Inform / educate
David Gauntlett : Representation Theory = it remains the case that most women and men remain somewhat constricted within particular gender roles.”
Gauntlett focuses on the ways in which people are constructed by new technology around them.
“Making is Connecting is all about how people build a stronger sense of self-identity through creative practices – in other words, through creating their own representations.”
“identities are not ‘given’ but are constructed and negotiated”