1. Other thoughts… Uses & Gratifications
4 Cs – succeeders (business people). People who already have status and can iden6fy
with issues rela6ng to poli6cs and businesses. Diversion – use as background
Morley’s Readings ‐ Reformers. These are socially aware people who want to fulfill their self‐esteem needs. accompaniment whilst doing something else.
They will be fulfilled by knowing more about what is going on in the world. Please taken from the variety of topics and an
Preferred Two step flow – individuals (opinion leaders) pay aKen6on to the content and pass on escape from the repe66ve commute
their own interpreta6on..
Enjoy in‐depth coverage, variety and find it
educa6onal and thought provoking.
Recep.on analysis – individual listeners decode the text differently dependent upon Surveillance – educa6on on all maKers to do
Oppositional result of upbringing, cultural background, experience and context at the 6me of with current affairs (in depth approach)
listening.
Find it quite dull in places and too heavy and in‐depth. Personal iden.ty –Listeners can find out more
about themselves by developing their own
Negotiated opinions about each topic that is covered.
Enjoy the news ar6cles but put off by ‘Thought of the Day’
Listener can relate to maKers (such as
financial ones effec6ng them, like taxes).
Personal Rela.onships – Using the
programme as companionship and to build
rela6onships with others (through discussing
items they have heard).
Demographics Listeners can feel cleverer and more informed,
thus able to discuss in detail with others.
A, B, C1, middle class, white
Bri6sh, 40‐60, professional?
Re6red?
Male?
Media Effects
Other thoughts… Agenda sePng: Influen6al in terms of giving people things to think about (not telling us what to think)
Key words: Can be influen6al in terms of bias.
In6macy, imagined community, co‐presence Some things heard could be of use.
Interac.vity – can follow the show on twiKer, website, podcasts.
Psychographics – interest in society, culture, world affairs, possibly well educated, might have some The radio can effect us even when we are not fully aKen6ve.
religious beliefs (e.g. Chris6an, although Jewish reverends are oWen on ‘Thought of the day’ (The slot
provides "reflec6ons from a faith perspec6ve on issues and people in the news” whereas the rest of
the programme is en6rely secular)

2. Other thoughts… Uses & Gratifications
Key terms:
Secondariness, imagined community, co‐presence
Morley’s Readings Diversion‐
4Cs – reformers (socially aware so the wide range will fulfill their needs)
Music programmes as a form of
Two‐step‐flow – opinion leaders pass on informa6on about new music to listen
Preferred to or ideas about music. escapism.
Enjoy the eclec6c mix and knowledgeable Show has a very loyal community who can interact with the programme through
presenters. email/text and who have been camaigning for it not to be cut. Surveillance –
Oppositional New albums, new ar6st, gig dates,
The music is not mainstream enough and some what’s happening in the industry
of it too obscure.
plus interviews with people.
Negotiated
Enjoy the chat from the presenters but Personal iden.ty –
some music is not to their taste.
Music tastes used to inform and
define the audiences iden6ty.
Personal rela.onships –
Sense of imagined community. Used
as a way of conversing with others
Demographics about what they have heard. Feeling
more informed about music.
Average age 36, white Bri6sh
Both genders?
B, c1, c2 (mid‐working class)
Media Effects
Other thoughts… Listeners open to new things and ready to accept new music.
Psychographics – interested in art, culture, music (have a heavy Influen6al in terms of tastes (can know about new bands before others do)
interest in this and eclec6c tastes) , films,. Well educated? No
par6cular religious beliefs. APtudes about variety of music can be affected.
Recep.on analysis – individual listeners decode the text differently
Mood can be affected by the type of music played.
dependent on various factors including music tastes.