17 Maslow's Hierarchy of Needs (Assessment task)

Learning Objective:

You will consider Maslow's hierarchy of needs and how to apply this in your textual investigation.

Key Words: 
5 stages, motivation, target audiences

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

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 to feel safe and loved. (ORANGE) 

As a teenager you want to be 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)

Task 1: 

Classify the images provided by sticking them next to the appropriate stage according to Maslow.

Task 2:

Explain why you think the images match the motivations for that stage.

fig 1

fig 2

fig 3

fig 4

fig 5

fig 6

fig 7

fig 8

fig 9

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 the messages and ideas that suit them from a media product and ignore the rest.
Uses & Gratifications Theory can link very well with Representation and Maslow’s Hierarchy of Needs.

Task 3 (Homework to be submitted on Monday): 

Write a paragraph on the text that you are investigating assessing which stage of Maslow's hierarchy you think the audience for that text is at and why.

Remember to consider primary and secondary audiences.

Year 11 Written task success criteria
Knowledge of the concept of genre/narrative/representation
Awareness of relevant theories
Demonstrates knowledge of the convergent nature of contemporary media
Use of media terminology/key words
Quality of written communication