U&G
Users of the media use media texts to satisfy their own needs. the theory looks at the idea of the audience being in control of what the media industries and that media texts are based on our own needs as human beings. the theory is based around Maslows heirachy of need.
Top of heirachy
- Self Actualization- being content in yourself and knowing who you are
- Ego- this is recognition from others, prestige and status
- Social (Belonging)- Acceptance ,being part of a group, identification with a successful team.
- Safety/Security- Physical safety, economic stability, freedom from others
- Physiological- Physical survival needs; food,water,sleep,warmth,exercise
Bottom of heirachy
Problems with U&G theory
- We may not have a choice about what we watch.
- Neglects any aspects of effect theories.
- Neglects socio-economic factor.
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