The Uses Gratifications Model Uses Gratifications theory Katz

Uses & Gratifications theory • Katz & Blumler’s Uses & Gratifications Model proposes that

Uses & Gratifications theory The U&G model proposes 4 main reasons as to why

Uses & Gratifications theory 1. Surveillance - We want to be aware - We

Uses & Gratifications theory 2. Personal Identity - We want to form our own

Uses & Gratifications theory 3. Relationships with the media - We want to form

Uses & Gratifications theory 4. Diversion - We want to escape from our own

Surveillance Identity Uses & Gratifications Relationships Diversion

Psychographics • Segmenting the audience by personality.

Young & Rubicam 4 C Model • Cross Cultural Consumer Characterisation. • Also known

• ASPIRERS: People who want to “get on”. They seek money, approval and

Questions 1. Why is it significant that the 4 C Model was devised by

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The Uses & Gratifications Model

Uses & Gratifications theory • Katz & Blumler’s Uses & Gratifications Model proposes that the media has 4 main ‘uses’ for its audiences. • Whereas much audience theory focuses on the negative impact of the media (for example, how audiences are manipulated and duped), Uses & Gratifications research is far more positive, and emphasises on how the audiences uses the media.

Uses & Gratifications theory The U&G model proposes 4 main reasons as to why we choose to consume media texts: 1. Surveillance 2. Personal Identity 3. Relationships 4. Diversion / Escapism

Uses & Gratifications theory 1. Surveillance - We want to be aware - We want to be safe and secure - We want to be educated about the world we live in.

Uses & Gratifications theory 2. Personal Identity - We want to form our own identity - We want to know what makes a good/bad identity - We want to know where our identity fits in society

Uses & Gratifications theory 3. Relationships with the media - We want to form relationships with the media - We want to share experiences with the media

Uses & Gratifications theory 4. Diversion - We want to escape from our own lives - We want to experience both: -positive (e. g. happy endings – “Ah, I want to be this happy in my life”) -negative (e. g. Christmas in Eastenders – “Wow, how thankful am I that my Christmas isn’t that bad? ”)

Uses & Gratifications theory The U&G model proposes 4 main reasons as to why we choose to consume media texts: 1. Surveillance 2. Personal Identity 3. Relationships 4. Diversion / Escapism What texts, across all media platforms, help to satisfy these needs?

Surveillance Identity Uses & Gratifications Relationships Diversion

Psychographics • Segmenting the audience by personality.

Young & Rubicam 4 C Model • Cross Cultural Consumer Characterisation. • Also known as ‘LIFESTYLE GROUPS’. • Advertising company Young & Rubicam devised another in which audiences could be segmented – by lifestyle. • They devised 6 groups which they use when determining what kinds of people they would like to target.

• ASPIRERS: People who want to “get on”. They seek money, approval and social status. Obvious buyers of “aspirational goods”. • REFORMERS: Creative, caring, charitable, not brand conscious, they want to see change in society. • EXPLORERS: They seek novelty and want to try new things. They are likely to be early adopters of completely new products. • SUCCEEDERS: People who are successful and self-confident. They tend not to buy aspirational products and follow their own ideas of what is a good product. Not so swayed by advertising. • MAINSTREAMERS: The largest segment; conformists—they like to fit in. They buy “safe”, big brand products. • CONSTRAINED: They are the resigned and struggling poor. Restricted culturally and financially. Demographics C 2, D and E.

Questions 1. Why is it significant that the 4 C Model was devised by an advertising agency? 2. Why do the NME, and its advertisers, require such a specific profile of who their audience is?