Media theories
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The document discusses two media theories - Uses and Gratifications Theory and Maslow's Hierarchy of Needs - and how they are applied in advertising. Uses and Gratifications Theory proposes that people actively seek out specific media to fulfill certain needs, such as diversion or personal identity. Maslow's Hierarchy of Needs suggests humans have needs of varying importance, from basic physiological needs to self-actualization, and this hierarchy is used to classify different types of advertisements based on the needs they appeal to, such as ads for beds addressing the basic need for sleep.
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Feminist theories help explain how religion can oppress women and support patriarchy in society. Specifically, feminism views religion as serving an ideological role to justify male dominance, as compensating for disadvantages elsewhere, and as controlling women's choices and behavior. While feminism emphasizes how religion benefits men, other theories like functionalism and new right may challenge feminist views by arguing religion serves other purposes.
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企業精進讀書會--經理人的一天：明茲伯格談管理
明茲伯格認為，阻礙我們了解管理真相的三種迷思分別是：
◆ 管理和領導是不同的概念？
◆ 管理是一門科學，或至少是一種專業？
◆ 管理者和其他人一樣，是活在巨變的時代裡？
事實上，管理是一種實踐和歷練，透過經驗學習，需要因地制宜。書中探討諸多單純但不簡單，且攸關全局的議題，例如：
在這個忙亂的職務常態中，我們該如何超前思考？
領導者真的比管理者重要嗎？
工作中所有的判斷力都到哪去了？
所謂的「管理風格」都是言過其實嗎？
當管理者的工作本質讓他和管理事物脫節時，該如何即時掌控動態？
為什麼管理讓人忙到不可開交？網路究竟是改善了這點，還是讓這情況更嚴重？
沒錯！本書依然充滿典型的「明氏風格」：破除傳統、挖苦嘲諷、仔細研究、打破迷思……
但絕對是本「深入洞悉管理者所作所為，並探討他們如何做得更好」的精采佳作。
Resume Adrian Craig
Adrian Craig is a management professional with 20 years of experience in retail, hospitality, and compliance. He has a proven track record of leading teams to exceed targets and is now seeking a new challenge. He has held roles such as Service Coordinator, GST Compliance Officer, Store Manager, and Area Manager. He has a Bachelor's degree in Business and various training certificates.
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This document provides an overview of sentence structure and parts of speech. It explains that every sentence has a subject and a predicate. The subject is usually a noun and tells who or what the sentence is about. Common nouns refer to general things while proper nouns refer to specific people, places, or things. Adjectives describe nouns and can indicate number, kind, or which. Pronouns are used to substitute nouns. The document also discusses plural nouns, irregular plurals, comparative and superlative adjectives, and the different types of pronouns. Students are assigned homework to identify these parts of speech in a newspaper or magazine article.
企業精進讀書會--經理人的一天：明茲伯格談管理
明茲伯格認為，阻礙我們了解管理真相的三種迷思分別是：
◆ 管理和領導是不同的概念？
◆ 管理是一門科學，或至少是一種專業？
◆ 管理者和其他人一樣，是活在巨變的時代裡？
事實上，管理是一種實踐和歷練，透過經驗學習，需要因地制宜。書中探討諸多單純但不簡單，且攸關全局的議題，例如：
在這個忙亂的職務常態中，我們該如何超前思考？
領導者真的比管理者重要嗎？
工作中所有的判斷力都到哪去了？
所謂的「管理風格」都是言過其實嗎？
當管理者的工作本質讓他和管理事物脫節時，該如何即時掌控動態？
為什麼管理讓人忙到不可開交？網路究竟是改善了這點，還是讓這情況更嚴重？
沒錯！本書依然充滿典型的「明氏風格」：破除傳統、挖苦嘲諷、仔細研究、打破迷思……
但絕對是本「深入洞悉管理者所作所為，並探討他們如何做得更好」的精采佳作。
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Adrian Craig is a management professional with 20 years of experience in retail, hospitality, and compliance. He has a proven track record of leading teams to exceed targets and is now seeking a new challenge. He has held roles such as Service Coordinator, GST Compliance Officer, Store Manager, and Area Manager. He has a Bachelor's degree in Business and various training certificates.
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For this assignment, you will research and analyze a communication t
For this assignment, you will research and analyze a communication theory. Your paper should be at least 1200 words, use at least four authoritative sources of which at least two are peer-reviewed journal articles, be written in third person, take a scholarly tone, and reflect APA format and documentation rules. (Worth 25% of your final grade.)
Here are some reflection questions to get your started:
Why were you drawn to this theory? What captivated you to want to write about it?
What have you learned about the theory?
How do you relate to it? Have you seen it used in the media, such as in news coverage, speeches, political advertisements or commercials for products?
Is the theory still applicable today? Does it still have meaning? How is it reflected in the workplace? In the social setting?
What have the critics said about the theory?
Make sure to use in-text citations and end-of-text references in APA style.
Communication Theories
Cognitive Dissonance Theory
Cognitive Dissonance Theory argues that the experience of dissonance (or incompatible beliefs and actions) is aversive and people are highly motivated to avoid it. In their efforts to avoid feelings of dissonance, people will avoid hearing views that oppose their own, change their beliefs to match their actions, and seek reassurance after making a difficult decision.
Communication Accommodation Theory
This theoretical perspective examines the underlying motivations and consequences of what happens when two speakers shift their communication styles. Communication Accommodation theorists argue that during communication, people will try to accommodate or adjust their style of speaking to others. This is done in two ways: divergence and convergence. Groups with strong ethnic or racial pride often use divergence to highlight group identity. Convergence occurs when there is a strong need for social approval, frequently from powerless individuals.
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Uses and gratifications theory posits that people actively seek out media to satisfy specific needs. It is an audience-centered approach that focuses on why and how people use media rather than how media affects people. The theory identifies five main categories of needs that drive media use: cognitive needs for knowledge, affective needs for emotions, personal integrative needs for credibility, social integrative needs for social interaction, and tension-free needs for escapism and relaxation. Maslow's hierarchy of needs also identifies basic needs like food and shelter that must be met, as well as higher psychological and self-fulfillment needs that can motivate media use.
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CHAPTER 8Communication and the SelfLearning Objectives.docx
CHAPTER 8
Communication and the Self
Learning Objectives
After reading this chapter, you should be able to:
! Identify the four quadrants of the Johari Window and explain the meaning of each.
! Describe an improved Johari window.
! List common principles of self-disclosure in our society.
! Define what Goffman meant by the terms dramatic realization, performance disruptions,
dramaturgical loyalty, dramaturgical discipline, and dramaturgical circumspection.
! Define and give examples of: identity negotiation, working consensus, surface acting, deep
acting, and family paradigms.
! Discuss whether working consensus is a public or a private reality.
! Describe what is meant by “feeling norms” and discuss how they are formed.
! Describe how institutions accomplish emotion management.
! Discuss how communication constructs gender.
! Reflect upon your beliefs concerning the role of intrapersonal communication in determining
your choices and successes.
Introduction
Our final chapter focuses on “the self”—how we view ourselves, and how that influences our com-
munication with others. As we said in the start, this presentation schema runs counter to the
approach of other introductory texts; most early on, write about “the self.” Why do we diverge from
the traditional approach and save “the self,” for last? Because, despite society’s focus on the impor-
tance of “our own” personal communication (e.g., personal e-mail account, blog, cell phone num-
ber, and facebook.com site) communication, as we envision it, is not “all about me.” Our
perceptions and communication products are immeasurably shaped and influenced by multiple
external factors. These include: the larger physical environment, our biology, culture, family, and
peers. Indeed, these influences begin long before conception. With that in mind, let us now con-
sider “the self,” and how an individual’s communication interacts with these influences.
109
Communication: A Basic Life Process
Communication is central to each of our lives because it functions as a basic life process:
“Just as animal and human systems take in oxygen and foodstuffs and transform
them into materials necessary to their functioning, they also take in and use infor-
mation. In the most basic sense, communication is the essential life process through
which animal and human systems create, acquire, transform and use information to
carry out the activities of their lives” (Ruben, p. 65).
These concepts are contained in the Systems Theory of communication. This theory is useful
in clarifying the nature of communication and its fundamental relationship to behavior. A system
is defined as “any entity or whole that is composed of interdependent parts.” By definition, a sys-
tem possesses characteristics and capabilities that are distinct from those of its separate parts. An
example of a system is a pizza, which, while composed of flour, yeast, water, tomato sauce, and
cheese, is far different in appearance, consistency.
CHAPTER 8Communication and the SelfLearning Objectives.docx
CHAPTER 8
Communication and the Self
Learning Objectives
After reading this chapter, you should be able to:
! Identify the four quadrants of the Johari Window and explain the meaning of each.
! Describe an improved Johari window.
! List common principles of self-disclosure in our society.
! Define what Goffman meant by the terms dramatic realization, performance disruptions,
dramaturgical loyalty, dramaturgical discipline, and dramaturgical circumspection.
! Define and give examples of: identity negotiation, working consensus, surface acting, deep
acting, and family paradigms.
! Discuss whether working consensus is a public or a private reality.
! Describe what is meant by “feeling norms” and discuss how they are formed.
! Describe how institutions accomplish emotion management.
! Discuss how communication constructs gender.
! Reflect upon your beliefs concerning the role of intrapersonal communication in determining
your choices and successes.
Introduction
Our final chapter focuses on “the self”—how we view ourselves, and how that influences our com-
munication with others. As we said in the start, this presentation schema runs counter to the
approach of other introductory texts; most early on, write about “the self.” Why do we diverge from
the traditional approach and save “the self,” for last? Because, despite society’s focus on the impor-
tance of “our own” personal communication (e.g., personal e-mail account, blog, cell phone num-
ber, and facebook.com site) communication, as we envision it, is not “all about me.” Our
perceptions and communication products are immeasurably shaped and influenced by multiple
external factors. These include: the larger physical environment, our biology, culture, family, and
peers. Indeed, these influences begin long before conception. With that in mind, let us now con-
sider “the self,” and how an individual’s communication interacts with these influences.
109
Communication: A Basic Life Process
Communication is central to each of our lives because it functions as a basic life process:
“Just as animal and human systems take in oxygen and foodstuffs and transform
them into materials necessary to their functioning, they also take in and use infor-
mation. In the most basic sense, communication is the essential life process through
which animal and human systems create, acquire, transform and use information to
carry out the activities of their lives” (Ruben, p. 65).
These concepts are contained in the Systems Theory of communication. This theory is useful
in clarifying the nature of communication and its fundamental relationship to behavior. A system
is defined as “any entity or whole that is composed of interdependent parts.” By definition, a sys-
tem possesses characteristics and capabilities that are distinct from those of its separate parts. An
example of a system is a pizza, which, while composed of flour, yeast, water, tomato sauce, and
cheese, is far different in appearance, consistency.
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The Humanistic Approach focuses on subjective experience and free will. It assumes people are essentially good and strive for self-actualization. Abraham Maslow proposed a hierarchy of needs where physiological and safety needs are at the bottom and self-actualization is at the top. Carl Rogers developed client-centered therapy which aims to reduce incongruence between a person's actual and ideal self through unconditional positive regard. Both Rogers and Maslow believed people have an innate drive for self-actualization, which involves accurate perceptions and acceptance, and may be experienced as "peak experiences."
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(2) Needs, whether innate or acquired, create tension that motivates behavior aimed at fulfilling those needs. Maslow's hierarchy proposes that lower level needs must be satisfied before higher level needs emerge, from physiological to safety to social needs.
(3) Marketers aim to influence consumer cognitive processes by appealing to rational motives like quality or price, as well as emotional motives like status or pride associated with products.
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For this assignment, you will research and analyze a communication t
For this assignment, you will research and analyze a communication theory. Your paper should be at least 1200 words, use at least four authoritative sources of which at least two are peer-reviewed journal articles, be written in third person, take a scholarly tone, and reflect APA format and documentation rules. (Worth 25% of your final grade.)
Here are some reflection questions to get your started:
Why were you drawn to this theory? What captivated you to want to write about it?
What have you learned about the theory?
How do you relate to it? Have you seen it used in the media, such as in news coverage, speeches, political advertisements or commercials for products?
Is the theory still applicable today? Does it still have meaning? How is it reflected in the workplace? In the social setting?
What have the critics said about the theory?
Make sure to use in-text citations and end-of-text references in APA style.
Communication Theories
Cognitive Dissonance Theory
Cognitive Dissonance Theory argues that the experience of dissonance (or incompatible beliefs and actions) is aversive and people are highly motivated to avoid it. In their efforts to avoid feelings of dissonance, people will avoid hearing views that oppose their own, change their beliefs to match their actions, and seek reassurance after making a difficult decision.
Communication Accommodation Theory
This theoretical perspective examines the underlying motivations and consequences of what happens when two speakers shift their communication styles. Communication Accommodation theorists argue that during communication, people will try to accommodate or adjust their style of speaking to others. This is done in two ways: divergence and convergence. Groups with strong ethnic or racial pride often use divergence to highlight group identity. Convergence occurs when there is a strong need for social approval, frequently from powerless individuals.
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Theorists in Coordinated Management of Meaning believe that in conversation, people co-create meaning by attaining some coherence and coordination. Coherence occurs when stories are told, and coordination exists when stories are lived. CMM focuses on the relationship between an individual and his or her society. Through a hierarchical structure, individuals come to organize the meaning of literally hundreds of messages received throughout a day.
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This theory argues that television (and other media) plays an extremely important role in how people view their world. According to Cultivation Analysis, in modern Culture most people get much of their information in a mediated fashion rather than through direct experience. Thus, mediated sources can shape people’s sense of reality. This is especially the case with regard to violence, according to the theory. Cultivation Analysis posits that heavy television viewing cultivates a sense of the world that is more violen ...
Week 3
Uses and gratifications theory posits that people actively seek out media to satisfy specific needs. It is an audience-centered approach that focuses on why and how people use media rather than how media affects people. The theory identifies five main categories of needs that drive media use: cognitive needs for knowledge, affective needs for emotions, personal integrative needs for credibility, social integrative needs for social interaction, and tension-free needs for escapism and relaxation. Maslow's hierarchy of needs also identifies basic needs like food and shelter that must be met, as well as higher psychological and self-fulfillment needs that can motivate media use.
Theory frankfurt school and critical theory
The document discusses the Frankfurt School of critical theory and its key figures. It summarizes their views on how advertising and propaganda manipulate public behavior by appealing to emotions rather than facts. Figures like Freud, Reich, Adorno, Horkheimer, Marcuse, Habermas are discussed. They analyzed how Enlightenment ideals of reason and liberation were subverted and humans dominated. Habermas aimed to rationally evaluate norms and legitimize social decisions through open communication to bridge the fact-value divide.
CHAPTER 8Communication and the SelfLearning Objectives.docx
CHAPTER 8
Communication and the Self
Learning Objectives
After reading this chapter, you should be able to:
! Identify the four quadrants of the Johari Window and explain the meaning of each.
! Describe an improved Johari window.
! List common principles of self-disclosure in our society.
! Define what Goffman meant by the terms dramatic realization, performance disruptions,
dramaturgical loyalty, dramaturgical discipline, and dramaturgical circumspection.
! Define and give examples of: identity negotiation, working consensus, surface acting, deep
acting, and family paradigms.
! Discuss whether working consensus is a public or a private reality.
! Describe what is meant by “feeling norms” and discuss how they are formed.
! Describe how institutions accomplish emotion management.
! Discuss how communication constructs gender.
! Reflect upon your beliefs concerning the role of intrapersonal communication in determining
your choices and successes.
Introduction
Our final chapter focuses on “the self”—how we view ourselves, and how that influences our com-
munication with others. As we said in the start, this presentation schema runs counter to the
approach of other introductory texts; most early on, write about “the self.” Why do we diverge from
the traditional approach and save “the self,” for last? Because, despite society’s focus on the impor-
tance of “our own” personal communication (e.g., personal e-mail account, blog, cell phone num-
ber, and facebook.com site) communication, as we envision it, is not “all about me.” Our
perceptions and communication products are immeasurably shaped and influenced by multiple
external factors. These include: the larger physical environment, our biology, culture, family, and
peers. Indeed, these influences begin long before conception. With that in mind, let us now con-
sider “the self,” and how an individual’s communication interacts with these influences.
109
Communication: A Basic Life Process
Communication is central to each of our lives because it functions as a basic life process:
“Just as animal and human systems take in oxygen and foodstuffs and transform
them into materials necessary to their functioning, they also take in and use infor-
mation. In the most basic sense, communication is the essential life process through
which animal and human systems create, acquire, transform and use information to
carry out the activities of their lives” (Ruben, p. 65).
These concepts are contained in the Systems Theory of communication. This theory is useful
in clarifying the nature of communication and its fundamental relationship to behavior. A system
is defined as “any entity or whole that is composed of interdependent parts.” By definition, a sys-
tem possesses characteristics and capabilities that are distinct from those of its separate parts. An
example of a system is a pizza, which, while composed of flour, yeast, water, tomato sauce, and
cheese, is far different in appearance, consistency.
CHAPTER 8Communication and the SelfLearning Objectives.docx
CHAPTER 8
Communication and the Self
Learning Objectives
After reading this chapter, you should be able to:
! Identify the four quadrants of the Johari Window and explain the meaning of each.
! Describe an improved Johari window.
! List common principles of self-disclosure in our society.
! Define what Goffman meant by the terms dramatic realization, performance disruptions,
dramaturgical loyalty, dramaturgical discipline, and dramaturgical circumspection.
! Define and give examples of: identity negotiation, working consensus, surface acting, deep
acting, and family paradigms.
! Discuss whether working consensus is a public or a private reality.
! Describe what is meant by “feeling norms” and discuss how they are formed.
! Describe how institutions accomplish emotion management.
! Discuss how communication constructs gender.
! Reflect upon your beliefs concerning the role of intrapersonal communication in determining
your choices and successes.
Introduction
Our final chapter focuses on “the self”—how we view ourselves, and how that influences our com-
munication with others. As we said in the start, this presentation schema runs counter to the
approach of other introductory texts; most early on, write about “the self.” Why do we diverge from
the traditional approach and save “the self,” for last? Because, despite society’s focus on the impor-
tance of “our own” personal communication (e.g., personal e-mail account, blog, cell phone num-
ber, and facebook.com site) communication, as we envision it, is not “all about me.” Our
perceptions and communication products are immeasurably shaped and influenced by multiple
external factors. These include: the larger physical environment, our biology, culture, family, and
peers. Indeed, these influences begin long before conception. With that in mind, let us now con-
sider “the self,” and how an individual’s communication interacts with these influences.
109
Communication: A Basic Life Process
Communication is central to each of our lives because it functions as a basic life process:
“Just as animal and human systems take in oxygen and foodstuffs and transform
them into materials necessary to their functioning, they also take in and use infor-
mation. In the most basic sense, communication is the essential life process through
which animal and human systems create, acquire, transform and use information to
carry out the activities of their lives” (Ruben, p. 65).
These concepts are contained in the Systems Theory of communication. This theory is useful
in clarifying the nature of communication and its fundamental relationship to behavior. A system
is defined as “any entity or whole that is composed of interdependent parts.” By definition, a sys-
tem possesses characteristics and capabilities that are distinct from those of its separate parts. An
example of a system is a pizza, which, while composed of flour, yeast, water, tomato sauce, and
cheese, is far different in appearance, consistency.
10691461 765119833578856 928373075_n
The Humanistic Approach focuses on subjective experience and free will. It assumes people are essentially good and strive for self-actualization. Abraham Maslow proposed a hierarchy of needs where physiological and safety needs are at the bottom and self-actualization is at the top. Carl Rogers developed client-centered therapy which aims to reduce incongruence between a person's actual and ideal self through unconditional positive regard. Both Rogers and Maslow believed people have an innate drive for self-actualization, which involves accurate perceptions and acceptance, and may be experienced as "peak experiences."
Maslow hierarchy of needs
Maslow's hierarchy of needs is a motivational theory in psychology comprising a five-tier model of human needs, often depicted as hierarchical levels within a pyramid. ... From the bottom of the hierarchy upwards, the needs are: physiological, safety, love and belonging, esteem, and self-actualization.
Audience Theory
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
Maslows-Hierarchy-of-Needs.pdf
Maslow's hierarchy of needs is a theory that human motivation is based on a five-tier model of physiological, safety, love, esteem, and self-actualization needs. Lower needs must be met before progressing to higher needs. The needs are organized in a hierarchy of prepotency where more basic needs must be more or less met before focusing on higher needs. Maslow later clarified that the hierarchy is flexible based on circumstances and individuals may prioritize different needs. Most behavior is determined by multiple needs simultaneously rather than a single need.
Audience theory
Maslow's Hierarchy of Needs states that human motivation is based on unmet needs, arranged in a hierarchy from basic physiological needs to more advanced needs for esteem and self-actualization. Reception analysis suggests that audiences do not passively receive media messages, but rather make meaning based on their own social and daily experiences, in contrast to theories like hypodermic needle that assume passive audiences. Uses and gratification theory views audiences as active in choosing media to fulfill specific needs based on personal choices and moods.
MS1 ideological theories
False consciousness is a Marxist concept that describes how the ruling class maintains power by promoting an ideology that encourages subordinate groups to accept their roles. For example, media representations promote narrow definitions of femininity that encourage women to conform to stereotypes. The Frankfurt School coined the term "false needs" to describe how advertisers create consumer desires for products that would not otherwise exist through psychological techniques that appeal to emotions like envy and aspirations. Maslow's hierarchy of needs proposes that human motivations are ordered based on priority from physiological to self-actualization needs, and while not about media, provides a framework to analyze how lifestyle magazines may relate to audiences' real or portrayed needs. Uses and gratifications theory recognizes that media are used in various ways
Leadership and Human Behaviour - level 5
As a leader, you need to interact with your followers, peers, seniors, and others, whose support you need in orders to accomplish your objective.
To gain their support, you must be able to understand and motivate them.
To understand and motivate people, you must know the human nature.
Human nature is the common quality of all human being.
People behave according to certain principles of human nature.
Dispensing Lab Maslow
The document summarizes Maslow's hierarchy of needs theory, which proposes that people are motivated to fulfill basic needs before moving on to other needs. It outlines the five levels of needs - physiological, safety, social, esteem, and self-actualization. It then asks questions about illustrating the hierarchy, its limitations and disadvantages, what ages it applies to, and how to achieve love and belongingness according to the theory.
Humanistic Psychology.pptx
This document provides an overview of key aspects of humanistic psychology. It discusses how humanistic psychology emerged in response to limitations of behaviourism and psychodynamic approaches. Unlike these deterministic approaches, humanistic psychology emphasizes free will and viewing the individual holistically. The document outlines Maslow's hierarchy of needs and Rogers' concepts of the ideal self and conditions of worth. It also discusses how humanistic psychology influenced counselling psychology through Rogers' emphasis on unconditional positive regard in therapy. Evaluation of humanistic research methods and concepts is also presented.
Slide-PSY209-PSY209-Slide-07-14-2021.pdf
This document discusses theories of personality and consumer behavior, including:
1) Personality is influenced by both consistent traits and situational factors. It is used in lifestyle segmentation.
2) Freud's psychoanalytic theory proposes the id, ego, and superego influence behavior. Neo-Freudians emphasized social relationships.
3) Brands can have distinct personalities that build loyalty through authentic representation of traits. Consumers anthropomorphize brands.
20140929 ethics-foundations
This document discusses various approaches to ethical reasoning including idealism, relativism, teleology/consequentialism, deontology, and virtue ethics. It explores how individuals and companies make decisions about right and wrong based on these different philosophical approaches. Additionally, it examines how cultural context can influence ethical judgments and outlines challenges with finding universal moral standards.
Motivational theories
This document provides an overview and critical analysis of several motivational theories, including:
1) Maslow's hierarchy of needs theory, which organizes human needs into five categories, is criticized for assuming only one need can be satisfied at a time and for not accounting for cultural influences.
2) ERG theory and McClelland's needs theory modify Maslow's theory by proposing needs exist simultaneously rather than sequentially.
3) Criticisms of Maslow's theory challenge its key assumptions around deprivation/domination and gratification/activation of needs.
Similar to Media theories (20)
How to Apply Maslows Hierarchy of Need in Our Lives.pdf
How to Apply Maslows Hierarchy of Need in Our Lives.pdf
For this assignment, you will research and analyze a communication t
For this assignment, you will research and analyze a communication t
CHAPTER 8Communication and the SelfLearning Objectives.docx
CHAPTER 8Communication and the SelfLearning Objectives.docx
CHAPTER 8Communication and the SelfLearning Objectives.docx
CHAPTER 8Communication and the SelfLearning Objectives.docx
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Media theories
- 1. Media Theories By George Hardy
- 2. Uses and Gratifications Theory The Uses and Gratifications theory is an approach to understanding how and why people actively seek out specific media to satisfy specific needs. This is used in advertising to classify what the adverts show, e.g. diversion, surveillance, personal identity etc.
- 3. Maslow’s Hierarchy of needs Maslows Hierarchy of needs suggests that all humans have certain needs that are more important than others. For example the physiological needs(breathing, food, water, sex, sleep, homeostasis, excretion) are at the bottom of the pyramid as they are the most important, while the top of the pyramid contains self-actualization needs(morality, creativity, etc.) These needs are used in advertising to classify certain adverts, for example an advert for beds will be at the bottom of the pyramid, as it is the need of sleep. Adverts like eHarmony and Match.com will classify in the love/belonging section of the hierarchy.