Uses and Gratification

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What two main questions is Uses and Gratifications focusing on?
Why we consume media products? AND What are we getting out of it as a consumer?
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What does Uses and Gratification imply the audience use the texts for?
To satisfy certain needs
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Where does the power lie?
With the audience
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What's this theory based on?
Maslow's Hierarchy of Needs
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Who adapted Maslow's Hierarchy of Needs to be more suitable for this theory?
Denis McQuail
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What are the four main uses of media?
Information, Personal Identity, Integration and Social Interaction and Entertainment
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Describe how consumers use media for information...
Find out about the world, seek advice, satisfying curiosity, education, gaining knowledge through security
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Describe how consumers use media for personal identity...
Reinforcement of personal values, models of behaviour, identifying with valued others, gaining insight into oneself. Buying to make a statement.
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Describe how consumers use media for integration and social interaction...
Gaining insight into circumstances with others, identifying with others, base for conversation with others, substitute for real life companionships. Helps with empathy and identifying with others.
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Describe how consumers use media for entertainment...
Escapism, diversion, relaxation, cultural or aesthetic enjoyment, emotional release, sexual arousal
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Other cards in this set

Card 2

Front

What does Uses and Gratification imply the audience use the texts for?

Back

To satisfy certain needs

Card 3

Front

Where does the power lie?

Back

Preview of the front of card 3

Card 4

Front

What's this theory based on?

Back

Preview of the front of card 4

Card 5

Front

Who adapted Maslow's Hierarchy of Needs to be more suitable for this theory?

Back

Preview of the front of card 5
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