Audience Targeting - Maslow

Learning objective: Application of audience theory to media texts.

Success criteria:
Discuss the audience of Outnumbered.
Discuss audience interaction with reference to UGT.
Discuss audience interaction with reference to Reception theory and NRS categories.

• Key words: Self Esteem,

Hierarchy of Needs
An American psychologist, Abraham Maslow, suggested that we all have different layers of needs. We have to achieve certain needs before going on to the next layer. Basically we all need to be able to eat and sleep in safety before we can go on to more complex social needs, such as getting married.

His Hierarchy of Needs suggests that once people have their basic needs met like housing, food, safety, shopping, technology, and a job they can then go on to satisfy successively ‘higher needs’ that occupy a set hierarchy or system of ranking.

Maslow studied well respected people such as Albert Einstein, and American presidents, and he studied one percent of the healthiest college student population. He came up with this pyramid where basic needs are at the bottom and at the top something called ‘self actualisation’. This describes a person who has gained the respect of a lot of other people  and has a high level of self esteem and self respect.


Maslow’s Hierarchy of Needs

Task 1: 
Copy Maslow's hierarchy of needs into your orange books.

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So what has this to do with media texts? 
It is very relevant to advertisers, and institutions that carry advertising – newspapers, cinema, television and radio channels.

Maslow’s upper levels at the top of the pyramid are about self esteem and gaining the respect of others. 
This can be linked to the idea that consuming particular media texts fulfils self-esteem, as does buying certain products.

In a nutshell, Maslow is suggesting that if you buy a new pair of trainers of the right brand as shown to you on in the media, then you will feel better about your self, because you have the respect of other people. Maslow's hierarchy can easily be linked to UGT when considering how audiences are targeted.

Can you prove or disprove this theory from your experience?

Task 2: Consider the theory we have looked at in relation to audiences viewing the clip below:

WHAT are they informed of?

WHAT are they learning about family dynamics/dilemmas of family life?

Is it entertaining and if so WHY?

Task 2: 
Identify reasons for audiences to view this show. (UGT)
What NRS categories might the show appeal to? Why?
What position will the audience take when consuming the text? (Reception theory).