Uses and Gratifications

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 LO4 - Understand the target audience of media products.

Denis McQuail identified four categories under the broader heading 'uses and gratifications' that offer an insight into why audiences use and interact with certain media products. These are:

Escapism - people use media products to get away from reality.

Surveillance - people use media products to find out information.

Personal Relationships - people use media products as talking points.

Personal Identity - people use media products as a means of shaping their own 'subcultural identities.'

Applying the Uses and Gratifications Model



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