Research (Audience): Audience Needs

The Uses And Gratifications Theory (Blumler, McQuail, Brown)

The theory counters the view that audiences are easily brainwashed, but actively consume the media to gratify their needs. This therefore contradicts the hypodermic needle theory. This theory states that the audience's cultural and social background influence their usage.

As I mentioned earlier in my research, an audience of the Post-Hardcore genre take their music very seriously, and see it as a way of life. In this respect, the music video will satisfy the need of Personal Identity, as the fans will be able to relate to the band members performing in the video, due to the aspirations to be part of the musical lifestyle. Similarly, the need of Diversion may also be satisfied, as many people use music, and the media, as a form of escapism from the stresses and strains of daily life.

Hierarchy Of Needs (Maslow)


Maslow's theorising of the needs that people have, allow us to decide how a media product can satisfy these basic needs within human life. This pyramid diagram, created by Maslow, shows these needs in a hierarchy of importance:

The main need that an audience of my product is likely to desire, is that of Belonging. The musical genre is almost a cult, and so an audience will want to feel a belonging to that. The video will reinforce their belonging, in their mind, as they will see an artist with an image that matches their aspirations.