- Assumes that the audience is active, choosing texts based on different reasons
- The audience also have a wide selection of programmes to choose from
- Blumler and Katz suggested four reasons.... Diversion, Personal identity, Personal relationships and Surveillance
- Denis McQuail made a detailed breakdown of audience motivation (above) i.e. entertainment, self education, seeking advice and relaxing
- Maslow (not a media theorist)... hierarchy of needs
- Richard Kilborn suggested reasons as to why people watch soaps... a regular routine and reward for work...identification with characters
- However this model can be to simplistic as we choose the media we consume from what is available
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