2. Explains how people use media for their need and gratification. People
actively seek certain media to satisfy a goal or need.
Answers the questions:
Why do people use media and what do they use them for?
4 main goals:
Information/cognitive needs
Self-Esteem/Personal Integration needs
Belonging/Social Integration needs
Entertainment/Tension free needs
USES AND GRATIFICATION
THEORY
3. A theory proposing human motivation.
Humans have a certain number of needs
and they are arranged in a hierarchy,
starting from most basic needs.
Self-Actualization
Esteem
Love/Belonging
Safety
Physiological
MASLOW’S HIERARCHY OF NEEDS
7. We’re more likely to be influenced by people we like.
We like people who are similar to us. Similarity can be in the area of opinions,
personality traits, background, or life-style. (Cialdini, pg. 164)
Physical Attractiveness plays a role in liking people. We tend to think those
who are physically appealing are talented, kind, honest, and intelligent
CIALDINI’S LIKING PRINCIPLE
10. Accepted into BeautifulPeople.com = HIGH SELF ESTEEM
Rejected into BeautifulPeople.com = LOW SELF ESTEEM
ESTEEM
In 2010, 5000 people
were kicked off of
BeautifulPeople.com for
gaining weight.
Shrek virus -
30,000 were
mistakenly let in.
Provided help
hotline for rejected
people.
11. “A Strict ban
on ugly
people”
“Letting fatties
roam the site is
a direct threat
to our business
model”
“It’s a gated
community
for the
aesthetically
blessed”
More than 6
million apply,
but 1 in 8 are
accepted
Users
14.9% US
11.6% Russia
10.4% France
5.7% UK
5.3% Ireland
Women tend to lie
About weight and
age online
Men lie about height,
Status, and salary
12. “The Professional networking option included in the “Business
Area” allows you to explore new business and employment
opportunities. BeautifulPeople.com is also frequented by some
of the world’s leading model scouts, talent agencies and
production companies looking to recruit talent.”
INFORMATIONAL
13. “As a member of BeautifulPeople, you will have access to the most attractive
people locally and from around the globe. You will also be able to frequent
events and parties hosted by fellow members and BeautifulPeople.com,
BeautifulPeople members have access to some of the most coveted guest lists
from the hottest clubs locally and around the world. You can also post your
own events and invite friends and attractive members you’d like to meet.”
SOCIAL
Don’t look like your profile picture?
Beautiful Police patrolling the area!
14. “Over 700 couples have been married through unions found on
BeautifulPeople.com. Thousands of people are in committed relationships
and many have gone on to start beauitful families. Everyone on the site is
attractive, so there is a lot of chemistry between members as seen at the
regular events and parties hosted through BeautifulPeople.com
BELONGING/LOVE
Jonathan and Dora met on
BeautifulPeople.com and are now
Married!
15. “BeautifulPeople has also become a playground for the aesthetically blessed
for those who seek adventure, chemistry and if partial, a less serious approach
to dating!”
ENTERTAINMENT
16. WANT A BABY?
“Initially, we hesitated to widen the offering to non-beautiful people, but everyone-
including ugly people – would like to bring good looking children into the world, and
we can’t be selfish with our attractive gene pool.”
