Audience Theory Part 2

1. Uses and Gratifications Personal Identity
Reinforces personal values by following famous people on social media
for example people can feel more involved with their role models
I follow the top gear cast on twitter to stay up to date on what theyre
up to

2. Uses and Gratifications Integration and Social
Interaction
• Allows people to identify with others through media and creates a
sense of belonging.
• Gives people a topic for social interaction, I use Instagram to talk to
my friends.

3. Uses and Gratifications Entertainment
I use YouTube for entertainment, I watch gameplay videos and listen to
music sometimes, I also use Spotify to listen to music.

4. Consumer Generated Content
• Example-
• What are the advantages to media producers? They don’t have to
spend money on advertising if people are already doing it for them
• Why would the audience generate content? Pictures on social media
can be unintentionally advertising a product

5. Psychographics
• Belongers- People who want to fit in with the
people around them therefore they tend to stick
to the most popular products.
• Achievers- People who dislike anything that is a
waste of time, they buy luxury items to show
their wealth therefore will be drawn to the more
expensive brands.
• Emulators- People who want to be achievers but
lack the work and money

6. Psychographics
• Balanced- Earn lots of money to help other people
rather than themselves, such as Michelle Obama
• Needs Driven- Struggle with money management,
purchase items on impulse.
• Socially Conscious
- A: Optimist Aim to achieve greatness for the world as a
whole, go out of their way to help others.
- B: Narcissist People who see nothing but doom for the
human race, self-sufficient have strong opinions.