Media Studies CA1, Lesson 3


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Media Studies CA1, Lesson 3

  1. 1. Who is the audience & why? FOCUS
  2. 2. Question: Analyse the front cover of two magazines. How do the covers engage the interest of their audience?
  3. 3.  To be able to describe and explain the categorisation of audiences.  To be able to apply understanding of audience profiling to create an audience profile.  To explore and understand 3 key media theories; Representation, Maslows Hierarchy of Needs and Uses & Gratifications Theory.
  4. 4.  Now that we have completed LO 1 & 2 you should be eager to get onto the nitty-gritty of LO3!!!  To explore and understand 3 key media theories; Representation, Maslows Hierarchy of Needs and Uses & Gratifications Theory.  Open your books and add the following headings and questions to three blank pages  Headings = REPRESENTATION, MASLOWS HIERARCHY OF NEEDS AND USES & GRATIFICATIONS THEORY  Questions = What is it, how does it work how can I use it to analyse magazine covers? Check the next slide if this does not make sense.
  5. 5. REPRESENTATION What is Representation? How does it work? How can I use it to analyse a magazine cover? MASLOWS HIERARCHY OF NEEDS What is Maslows Hierarchy of Needs? How does it work? How can I use it to analyse a magazine cover?
  6. 6. USES & GRATIFICATIONS THEORY What is Uses & Gratifications Theory? How does it work? How can I use it to analyse a magazine cover?
  7. 7.  Representation is the way in which ideas, people and places are re-presented to us in a media text.  Representation works by using messages and stereotypes in the media to make the audience believe certain things about the ideas, people are places that are being re-presented to us.  Here are some key questions to use when analysing the representation in a media text; • Who is being re-presented? • How are they being re-presented? • What elements of their character is being emphasized or ignored? • Is it realistic? • Who might be harmed by this re-presentation? • Who might benefit from this re-presentation?
  8. 8. Use the questions on the previous slide to describe the Representation of fashion magazines (the examples below)
  9. 9. Maslow’s Hierarchy of needs is a theory which suggests there are 5 stages people go through in life. The theory says that at each stage we have different motivations that drive us. If we apply these stages to media then we can use them to try to understand the motivations behind our target audiences as well as another piece of evidence to support our arguments.
  10. 10. This diagram shows you the different levels.
  11. 11.  Think of the levels as relating to growing up.  When you are a little baby your only motivations are food and sleep. (RED)  As you become a toddler your motivations are feeling safe and loved. (ORANGE)  As a teenager you want to be liked and accepted by your peers and you might start to have feelings of intimacy for others. (YELLOW)  As a young adult you are career driven and want to achieve things for yourself. (GREEN)  As a middle aged person (and possibly a parent) you start to concern yourself with the bigger picture – the world and how you might have an impact. (PURPLE)
  12. 12.  Match each product to a stage on Maslows Hierarchy of Needs and explain why you think it matches the motivations for that stage.
  13. 13. Now write a short paragraph explaining which stage of Maslow’s Hierarchy you think the audience for your magazine is at and why.
  14. 14. Uses & Gratifications Theory focuses not on the product but on what people do with the media. This theory suggests that audience members actively seek out media product to satisfy their needs. It also suggests that, since the audience are being active, they pick and choose the messages and ideas that suit them from a media product and ignore the rest.
  15. 15. Uses & Gratifications Theory can link very well with Representation and Maslow’s Hierarchy of Needs.
  16. 16.  The target audience for Inked is mostly men.  HOWEVER Adam Levine is a pop star, traditionally an icon more appealing to women than men.  Using Uses & Gratifications Theory you could argue that the mainly male audience CHOOSE TO IGNORE THIS and buy the magazine for its contents rather than its cover.  THINK – why then would the producers put a male pop star on the front? (answer this in your books alongside your notes)