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Taking aCloser Lookat Audiences
Lesson Aims:
 
- Explore in more detail what motivates an audience to choose a media text.-Understand the Uses and Gratifications Theory-Apply these new ideas to the study of sitcoms
 
 
Two Questions AboutAudiences:
•WHO would use this product?
 –We have developed a framework to answer thefirst:
(Age, Gender, Location, Ethnicity, Class, Interests,Values, Lifestyle, Earning Power)
•WHY do they use it?
 –The framework we can use for this is called the
Uses and Gratification Theory 
 
 
Why could you use?
•The reasons we use something can be simple
“it tastes good” 
or they can becomplex
“This reminds me of my best friend at primary school who I used to sharethem with” 
 •What are some simple and complex reasons you could use a pair of trainers?
QuickTimeª and a TIFF (Uncompressed) decompressorare needed to see this picture.
 
QuickTimeª and a TIFF (Uncompressed) decompressorare needed to see this picture.
A Lollipop
Simple: “it tastes good”Complex: “This reminds me of my best friend at primaryschool who I used to share them with”
 
A Pair of Trainers
 
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