1. The Uses & Gratifications Model

2. Uses & Gratifications theory
Katz & Blumler’s Uses & Gratifications Model proposes that the media has 4 main ‘uses’ for its audiences.
Whereas much audience theory focuses on the negative impact of the media (for example, how audiences are manipulated and duped), Uses & Gratifications research is far more positive, and emphasises on how the audiences uses the media.

3. Uses & Gratifications theory
The U&G model proposes 4 main reasons as to why we choose to consume media texts: 1. Surveillance 2. Personal Identity 3. Relationships 4. Diversion / Escapism

4. Uses & Gratifications theory
1. Surveillance - We want to be aware - We want to be safe and secure - We want to be educated about the world we live in.

5. Uses & Gratifications theory
2. Personal Identity - We want to form our own identity - We want to know what makes a good/bad identity - We want to know where our identity fits in society

6. Uses & Gratifications theory
3. Relationships with the media - We want to form relationships with the media - We want to share experiences with the media

7. Uses & Gratifications theory
4. Diversion - We want to escape from our own lives - We want to experience both: -positive (e.g. happy endings – “Ah, I want to be this happy in my life”) -negative (e.g. Christmas in Eastenders – “Wow, how thankful am I that my Christmas isn’t that bad?”)

8. Uses & Gratifications theory
The U&G model proposes 4 main reasons as to why we choose to consume media texts: 1. Surveillance 2. Personal Identity 3. Relationships 4. Diversion / Escapism
What texts, across all media platforms, help to satisfy these needs?

9. Surveillance
Identity
Uses & Gratifications
Relationships
Diversion

10. Psychographics
Segmenting the audience by personality.

11. Young & Rubicam 4C Model Cross Cultural Consumer Characterisation.
Also known as ‘LIFESTYLE GROUPS’.
Advertising company Young & Rubicam devised another in which audiences could be segmented – by lifestyle.
They devised 6 groups which they use when determining what kinds of people they would like to target.

12. ASPIRERS: People who want to “get on”
ASPIRERS: People who want to “get on”. They seek money, approval and social status. Obvious buyers of “aspirational goods”.
REFORMERS: Creative, caring, charitable, not brand conscious, they want to see change in society.
EXPLORERS: They seek novelty and want to try new things. They are likely to be early adopters of completely new products.
SUCCEEDERS: People who are successful and self-confident. They tend not to buy aspirational products and follow their own ideas of what is a good product. Not so swayed by advertising.
MAINSTREAMERS: The largest segment; conformists—they like to fit in. They buy “safe”, big brand products.
CONSTRAINED: They are the resigned and struggling poor. Restricted culturally and financially. Demographics C2, D and E.

13. Questions
Why is it significant that the 4C Model was devised by an advertising agency?
Why do the NME, and its advertisers, require such a specific profile of who their audience is?