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TV Audiences- Uses and Gratifications Theory

Audiences 2 

Mainstream

Targeting a mass audience from those of most genders, race, age, class and ethnicity. 

Niche

An audience that have a specific interest 

Who are BARB 

Broadcasting Audience Research Board. They collate viewing figures for big companies, such as Sky, ITV and the BBC.

Above the line advertising

When Television shows are advertised on signs of mass communication. For example, the trailer of a show on BBC 4, could be advertised on it's primary channel, BBC.

Black box

One is able to carry out a host of different things on one device. For example, a phone. 


Demographics and Psychographics

Demographics

In which media producers study the breakdown of their target audiences based on variables in age, ethnicity, gender, economic status/class, level of education, hobbies and interests and lifestyle choices. 

Statistical data that is easy to collect.

Increasingly, the data from social media allows researchers to understand how they can target the shows towards people who enjoy different hobbies and interests.

Gender

Age

Ethnicity

Race

Spending Power: 

  • Disposable income. 
  • There are things or necessities that one needs that they have to pay for in order to survive.
  •  Once this is spend, what is left is the disposable income, how much they have left to spend on things they want. 
  • Target audience: NRS Social Grade


Hobbies


Psychographics

Profiling of audiences based on personal beliefs, values, interests, and lifestyle. 


The Uses and gratifications theory - Blumler and Katz 

The uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs.
The Uses and Gratifications theory seeks to answer 3 questions:

PIES 

  • Personal identity
  • Information
  • Entertainment
  • Social interaction and integration

What do people do with the media?

  • Information
  • Personal identity
  • Integration and Social Interaction (personal relationships)
  • Entertainment
  • Education
  • Escapism
Information
  • Finding out about relevant events and conditions in immediate surroundings, society and the world. For example, new law reinforcements regarding COVID 19, which is likely to affect the society we are living in.
  • Seeking advice on practical matters or opinion and decision choices. For example, searching up statistics online that tell us how many people have had the COVID vaccine.
  • Satisfying curiosity and general interest. For example, you may be listening to a song and enjoy it and so try to find what artist it belongs to, and follow up by searching other songs related to this artist. 
  • Learning; self education. For example, there are 'How-to' videos on youtube, that allow us to learn how do undertake activities, for example, building a particular desk, by ourselves.
  • Gaining a sense of security through knowledge
Personal identity
  • Finding reinforcement for personal values
  • Finding models of behaviour
  • Identifying with valued others (in the media)
  • Gaining insight onto oneself
Entertainment
  • Escapism, or being diverted, from problems.
  • Relaxing
  • Filling time
  • Emotional release. For example, a boxing match.
  • Sexual gratification. 
Integration and social interaction
  • Gaining insight into circumstances of others; social empathy.
  • Identifying with others and gaining a sense of belonging.
  • Finding a basis for conversation and social interaction.
  • Having a substitute for real-life companionship.
What are there underlying motives for using said media?
What are the pros and cons of this individual media use?






Comments

  1. JCoSS Media Dept14 October 2021 at 12:40

    Excellent work here - the theory is good revision for you!

    To help support your revision, add 'Uses and Gratifications Theory' in the blog post title.

    Miss Crader

    ReplyDelete

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