Audience theories

Uses And Gratifications Model

Is the idea that the audience use the media, needing it for the following reasons: Social interaction, escapism, knowledge, entertainment and personal identity. Blumer and Katz found that there was 5 components of the gratifications model, they are as follows: - The audience are active interpreters. - Choice lies with the consumer. - The media is in competition with other sources to satisfy the audience. - There is cultural significance in media mass communication. - Goals of the mass media are supplied by the audience members.

Dyers Utopian Solutions Theory

Richard Dyer argues that the audience use the media to supplement inadequate parts of their life. They therefore use the media to live their lives and fulfill the things they are missing. This theory links to the uses and gratifications model because it agrees that the audience need the media and allows escapism from every day life.

Maslows Hierarchy Of Needs

Maslow focuses on the idea of development in humans. Maslow uses the terms psychological, safety, belonging and love, esteem and self-actualization.