This document provides an overview of three media theories - representation, Maslow's hierarchy of needs, and uses and gratifications theory - and how to apply them when analyzing media texts. It explains key aspects of each theory, such as how representation uses messages and stereotypes to influence audiences' beliefs. Maslow's hierarchy suggests people's motivations change across five stages of life. Uses and gratifications focuses on how audiences actively engage with media to fulfill needs. Questions are provided for analyzing texts using each theory's concepts around representation, motivations, and audience behaviors.

1. Who is the
audience &
Who is the
audience &
why?
FOCUS
why?
FOCUS

2.  To be able to describe and explain the
categorisation of audiences.
 To be able to apply understanding of audience
profiling to create an audience profile.
 To explore and understand 3 key media
theories; Representation, Maslows Hierarchy of
Needs and Uses & Gratifications Theory.

3.  3 key media theories; Representation, Maslows
Hierarchy of Needs and Uses & Gratifications
Theory.
 In your orange books add the following
headings and questions to three blank pages
 REPRESENTATION,
 MASLOWS HIERARCHY OF NEEDS AND
 USES & GRATIFICATIONS THEORY
 Questions = What is it, how does it work how
can I use it to analyse texts?

4. REPRESENTATION
What is Representation?
How does it work?
How can I use it to analyse a
Media text?
MASLOWS HIERARCHY OF NEEDS
What is Maslow’s Hierarchy of Needs?
How does it work?
How can I use it to analyse a
Media text?

5. USES & GRATIFICATIONS THEORY
What is Uses & Gratifications Theory?
How does it work?
How can I use it to analyse a
Media text?

6.  Representation is the way in which ideas, people
and places are re-presented to us in a media text.
 Representation works by using messages and
stereotypes in the media to make the audience
believe certain things about the ideas, people
are places that are being re-presented to us.
 Here are some key questions to use when
analysing the representation in a media text;
• Who is being re-presented?
• How are they being re-presented?
• What elements of their character are being emphasized
or ignored?
• Is it realistic or does it lack verisimilitude?
• Who might be harmed by this re-presentation?
• Who might benefit from this re-presentation?

7.  Maslow’s Hierarchy of needs is a theory
which suggests there are 5 stages people
go through in life. The theory says that at
each stage we have different motivations
that drive us.
 If we apply these stages to media then we
can use them to try to understand the
motivations behind our target audiences
along with another piece of evidence to
support our arguments.

8.  This diagram shows you the different
levels.

9.  Think of the levels as relating to growing up.
 When you are a little baby your only motivations
are food and sleep. (RED)
 As you become a toddler your motivations are
feeling safe and loved. (ORANGE)
 As a teenager you want to be liked and accepted
by your peers and you might start to have
feelings of intimacy for others. (YELLOW)
 As a young adult you are career driven and want
to achieve things for yourself. (GREEN)
 As a middle aged person (and possibly a parent)
you start to concern yourself with the bigger
picture – the world and how you might have an
impact. (PURPLE)

10.  Match each product to a stage on Maslows
Hierarchy of Needs and explain why you
think it matches the motivations for that
stage.

11.  Now write a short paragraph explaining
which stage of Maslow’s Hierarchy you
think the audience for your Research
Investigation text is at and why.

12.  Uses & Gratifications Theory focuses not
on the product but on what people do
with the media.
 This theory suggests that audience
members actively seek out media
products to satisfy their needs.
 It also suggests that, since the audience
are being active, they pick and choose
some messages and ideas and ignore the
rest.

13.  Uses & Gratifications Theory can link
very well with Representation and
Maslow’s Hierarchy of Needs.

14.  The target audience for Inked is mostly men.
 HOWEVER Adam Levine is a pop star,
traditionally an icon more
appealing to women than men.
 Using Uses & Gratifications
Theory you could argue that
the mainly male audience
CHOOSE TO IGNORE THIS
and buy the magazine for its
contents rather than its cover.
 THINK – why then would the
producers put a male pop star
on the front? (answer this in your
books alongside your notes)