Audience theories segment audiences based on socio-economic values like survivors, social climbers, and explorers. Maslow's hierarchy of needs organizes human motivations from basic physiological needs to self-actualization. The power elite theory says media serve four functions for audiences: identity, aspiration, instruction, and escapism. Uses and gratifications theory views audiences as active in selecting media to fulfill needs like diversion, relationships, identity, and surveillance.
"If we cannot now end our differences, at least we can help make the world safe for diversity", said John F. Kennedy. Presenting one's cultural identity reinforces recognition of the sheer diversity of individuals and their groups. Strikingly, even where cultural identity structures are similar, cultural identity mapping can—and usually does—reveal different individual interpretations of where, how, and to what degree a group's culture is represented in the self. Awareness raising and more effort can build intergroup understanding in organizations.
Individualistic cultures are those that stress the needs of the individual over the needs of the group as a whole. In this type of culture, people are seen as independent and autonomous.
Social behavior tends to be dictated by the attitudes and preferences of individuals. Cultures in North America and Western Europe tend to be individualistic.
A few common characteristics of individualistic cultures include:
Individual rights take center stage
Independence is highly valued
Being dependent upon others is often considered shameful or embarrassing
People tend to be self-reliant
In individualistic cultures, people are considered "good" if they are
strong,
self-reliant,
assertive, and
independent.
Overview of Social Identity Theory for the IB Psychology Sociocultural Level of Analysis learning outcome: Evaluate social identity theory, making reference to relevant studies
"If we cannot now end our differences, at least we can help make the world safe for diversity", said John F. Kennedy. Presenting one's cultural identity reinforces recognition of the sheer diversity of individuals and their groups. Strikingly, even where cultural identity structures are similar, cultural identity mapping can—and usually does—reveal different individual interpretations of where, how, and to what degree a group's culture is represented in the self. Awareness raising and more effort can build intergroup understanding in organizations.
Individualistic cultures are those that stress the needs of the individual over the needs of the group as a whole. In this type of culture, people are seen as independent and autonomous.
Social behavior tends to be dictated by the attitudes and preferences of individuals. Cultures in North America and Western Europe tend to be individualistic.
A few common characteristics of individualistic cultures include:
Individual rights take center stage
Independence is highly valued
Being dependent upon others is often considered shameful or embarrassing
People tend to be self-reliant
In individualistic cultures, people are considered "good" if they are
strong,
self-reliant,
assertive, and
independent.
Overview of Social Identity Theory for the IB Psychology Sociocultural Level of Analysis learning outcome: Evaluate social identity theory, making reference to relevant studies
Collectivistic cultures emphasize the needs and goals of the group as a whole over the needs and wishes of each individual.
In this cultures under mentioned play a central role in each person's identity.
relationships with other members of the group and
the interconnectedness between people
Cultures in Asia, Central America, South America and Africa tend to be more collectivistic.
A few common traits of collectivistic cultures include:
Social rules focus on
promoting selflessness and
putting the community needs ahead of individual needs
Working as a group and supporting others is essential
People are encouraged to do what's best for society
Families and communities have a central role
In collectivistic cultures, people are considered "good" if they are
generous,
helpful,
dependable, and
attentive to the needs of others.
Understanding Stereotypes for Cognitive Designallisonvleach
As part of my Cognitive Science class this last Spring, I presented an overview of how stereotypes influence human behavior. This topic is especially useful to cognitive designers - a category of designers who regularly incorporate findings from cognitive science to enrich the development of new products and experiences.
Collectivistic cultures emphasize the needs and goals of the group as a whole over the needs and wishes of each individual.
In this cultures under mentioned play a central role in each person's identity.
relationships with other members of the group and
the interconnectedness between people
Cultures in Asia, Central America, South America and Africa tend to be more collectivistic.
A few common traits of collectivistic cultures include:
Social rules focus on
promoting selflessness and
putting the community needs ahead of individual needs
Working as a group and supporting others is essential
People are encouraged to do what's best for society
Families and communities have a central role
In collectivistic cultures, people are considered "good" if they are
generous,
helpful,
dependable, and
attentive to the needs of others.
Understanding Stereotypes for Cognitive Designallisonvleach
As part of my Cognitive Science class this last Spring, I presented an overview of how stereotypes influence human behavior. This topic is especially useful to cognitive designers - a category of designers who regularly incorporate findings from cognitive science to enrich the development of new products and experiences.
A small powerpoint on research I conducted on different aspects of Audience Theory for my AS Level Media coursework. Information came from lesson work and also from various sources the internet, such as Wikipedia and other sites.
These slides are a summary overview of, in some cases, a few very complex theories. Apologies for the over-simplification.
This resource is designed to be a helpful starting point for further study and revision. It should always be used alongside specific contexts and examples.
It is also intended to persuade skeptics that Media Studies deserve to be taken seriously.
2. Audience Segmentation – Marketing Strategy
A – Higher Managerial, administration or professional
B – Intermediate managerial, administration or
professional
C1 – Supervisory or clerical, junior managerial,
administrative or professional
C2 – Skilled manual workers
D – Semi-skilled and unskilled manual workers
E – Casual labourers, unemployed, pensioners
3. Advertisers segment audiences on the
basis of ‘socio-economic values’ such as:
Survivors – Those who want security and like
routine
Social climbers – Those who have a strong
materialistic drive and like status symbols
Care givers – Those who believe in ‘caring and
sharing’
Explorers – Those for whom personal growth and
influencing social change are important
4. Maslow’s Hierarchy Of Needs –
Abraham Maslow (1954)
Physiological Needs – food, drink, sleep, sex, relief from
pain
Safety Needs – security, protection, freedom from danger,
order
Love and belonging- friends, a family, being part of a group
Esteem needs – respect, confidence, admiration, self-worth
Self-actualisation needs – fulfil one’s potential discover
truth, create beauty, promote justice, produce order
5. The Power Elite - C Wright Mills (1956)
•Suggested that the Media perform four key
functions for audiences
•IDENTITY
•ASPIRATION
•INSTRUCTION
•ESCAPISM
6. Uses and Gratifications Theory
Blumler and Katz (1974)
•Sees the audience as active consumers who
select and choose the media they consume
according to various needs that they have:.
7. •Diversion – a form of escape from everyday lives
•Personal relationships – companionship through
identification with TV characters and sociability
through discussion about TV with others
•Personal identity – The ability to compare one’s
own life with the characters/situations and explore
own problems etc
•Surveillance - Information about what is
happening in the World
8. Richard Dyer’s Utopian Theory (1977)
Real life - Utopia
Exhaustion - Energy
Scarcity - Abundance
Dreariness - Intensity
Dishonesty - Transparency
Isolation - Community
9. Effects Theory or The Hypodermic
Needle Theory
•This theory suggests that the Media ‘inject’ ideas
into a passive audience, like giving a patient a
drug
• Bandura & Walters’ Bobo Doll experiment (1963)
•The Frankfurt School (1930s)
