Target Audience

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TARGET AUDIENCE
The Uses and Gratifications Theory
The uses and gratifications theory assumes audiences actively seek out media to satisfy individual needs.
The uses and gratifications Theory looks to answer three questions
1) What do people do with the media
2) What are there underlying motives for using said media
3) What are the pros and cons of this individual media use?

 Why/how do we consume media?
  • Information
  • Personal identity
  • Integration and social interaction (personal relationships)
  • Entertainment
  • Education
  • Escapism
Information/Education
  • Finding out about relevant events and conditions in immediate surroundings, society and the world
  • Seeking advice on particle matters or opinion and decision choices
  • Satisfy curiosity and general interest
  • Learning; self education
  • Gaining a sense os security through knowledge
Types of media- News, Documentaries etc

Personal Identity
  • Finding reinforcement for personal values
  • Finding models of behaviour
  • Identify with values others (in the media)
  • Gaining insight into ones self
Entertainment/Escapism
  • Escapism or being diverted from problems
  • Relaxing
  • Filling time
  • Emotional release
  • 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
Primary, Secondary, Tertiary: Bad Education
Primary-Teenagers age 13-18
Secondary-Older siblings that have gone through the education system
Tertiary-Parents

Demographics:
Gender
Age
Ethnicity
Race
Spending Power

Comments

  1. JCoSS Media Dept8 October 2018 at 03:36

    Good work, Amber, though you might wish to highlight the uses and gratifications, and the notion of primary/secondary/tertiary audiences, with examples - what type of text (movie, TV show) would have different primary/secondary/tertiary audiences?
    Mr Boon

    ReplyDelete

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