Apr 28, 2014
Uses and Gratifications Theory
This concept is more agreed than the Hypodermic Needle Model because it takes into account the fact their audience each have their own minds and experiences and such.
It considers who the product will be relatable to, for example, slimming programmes are made to appeal to people of a larger size looking to lose weight.
The gratification theory is what the audience will get out of the product, why they are using it and what they are hoping to feel/get from it. For example people will watch horror films to be intentionally scared and put on edge and people will watch comedy films to laugh and cheer themselves up perhaps.