It is believed that audiences actively select what they view, listen to and read. Blumler and Katz came up with the uses and gratifications theory which studies the reasons as to why someone would like to watch, listen to or read something. By catorgorising the different reasons marketing companies are able to pin point how they target their audience. They said media has a way of informing and educating, identifying, entertaining, providing a means of escape and allowing audiences to socially interact with one another.
INFORMING & EDUCATING- This is when the audience has chosen to watch something that they believe will help them understand the topic or subject discussed within what they are watching.
ENTERTAINING- This means when the audience is entertained by the media they are consuming, eg comedy.
IDENTIFY- This is when the audience is able to relate to the subject matter within the meadia they are consuming, this could be in the form of a movie or maybe a magazine article similar to a situation someone has been in, eg Jeremy kyle.
ESCAPE- This means when the audience feel like they can get out of their normal lives and associate themselves with the lives of the people in the media they are consuming. R&B music videos are especially important within escapism as they offer images of money, cars, masions and beautiful women which not verybody has within day to day life.
SOCIAL INTERACTION- This is when the audience can talk to one another via the media or make profiles/blogs about themselves.
No comments:
Post a Comment