Table Of Details (Hop to)
1. 1 Family Demography
2. The Interview
2. 1 Father
2. 2 Mother
2. 3 Son
2. 4 Daughter
3. Governing Theories
3. 1 Psychological Sketch of Family
The following article indulges into a report of the patterns of Television set and radio programs seen by the average household. We set out to carry our investigation by interviewing a family group in Sheffield. After requesting them questions like what they often see and just why do they see them we can try to construct a psychological pattern of these entertainment needs. This may then be fused jointly by various Internal theories (such as Sigmund Freud's Theory of Id, Ego and Superego, Jean Piaget's Four cognitive periods for a kid, and Maslow's Theory of Five Pyramidal Needs) and we will see the influence of media and environment on consumer behavior.
1. 1 Family demography
The test family interviewed is of English Caucasian descent found in Sheffield, UK. The Jenkins family can be an average lower-middle course family with both parents possessing down regular jobs. Mr. Stuart Jenkins is 47 years old and runs his own PR firm, which he established three years back after quitting a proper paying job at another company. Mrs. Sarah Jenkins, 48 years, works as a freelance Spanish translator with dreams of establishing her own Translation Company. The remaining members of the family are 17 years of age Jamie Jenkins and 8 years of age Helen Jenkins.
2. 1 Father
Mr. Stuart Jenkins comes with an affinity towards programs like Top Gear because of his fascination with fast and attractive automobiles. He in addition has been an enthusiastic follower of most sports related telecasts since his release to the activity at a era by his father. He especially pieces all Liverpool video games and cannot handle a defeat for his team. He also loves to watch old classics like Casablanca and considers the existing crop of films to be a justification for gender and assault.
2. 2 Mother
Mrs. Sarah Jenkins rarely gets the opportunity to sit back and watch a show because of her hectic schedule and brought up that she mainly just caught items of what her partner and the kids happened to be viewing. However, she does make an effort to follow the 'Love-making and the City' and 'Desperate Housewives' series', which she prefers to see on her behalf own. Corresponding to her she identifies herself with Brie, fortifying her debate by stating that the protagonist's meticulous nature for aspect, affinity towards cleanliness resembles and her preference in clothes suits closest to her. Moreover, these serials tend to be a subject of discussion among her friends.
2. 3 Son
Jamie is interested in the overdue shows on VH1 for that is the time when the route airs a multitude of Rock and roll/Grunge music - the music he and his friends listen to. He also diligently comes after the happenings on The OC and loves to watch Pro Wrestling. He considers his choice to be his lifestyle and wants the rebellious character of Ryan.
2. 4 Daughter
Helen wants to watch MTV since she thinks that pop music is 'cool' and proclaims Christina Aguilera to be her mentor. She observed Christina Aguilera at the MTV Music Honours and determined that she was highly talented and was worth being made a job model. She also likes to watch The OC, Hollyoakes, The Simpsons, and Family Man among other teenage soaps with her sibling since it makes her feel developed.
3. Governing Theories
Freudian Theory of Identification, Ego, Superego: According to Sigmund Freud, the daddy of modern psychoanalysis, the real human mind is split into three parts depending upon the levels of awareness. The absolute subconscious is named the 'Id' which in Latin means 'Itself'. This part of the brain discounts simply with the primal needs of seeking pleasure and staying away from pain. The 'Superego', also called 'I', is contained in the awareness as well as the sub awareness, and is the centre of most morals and ideals, which derive from the ideas of right and wrong, taught in our years as a child by our parents. The 'Superego' and the 'Id' are in a constant state of discord, with the 'Superego' aiming to counterbalance the 'Identification'. The 'Ego' is contained in the consciousness and is influenced by the societal rules all around us. It has the unenviable job of seeking to balance both the 'Superego' and 'Id'. Being a area of the consciousness, it includes the processes reasonable reasoning and problem handling, and uses these tools to gratify the 'Id's' primal needs within the restraints of the 'Superego'.
- Physiological Needs (being hungry, thirst, intimacy)
- Need for shelter or safety
- Need for social popularity and belonging
- Need for esteem and attention
- Need for self-actualisation or do it yourself fulfilment
According to Maslow, once a need is fulfilled, the next need becomes dominating.
- Sensorimeter (Labor and birth to time 2) - In this stage, the child learns about herself and her environment through sensations and actions. She learns that an object does not cease to exist simply because it is out of the reach of her senses.
- Preoperational (First conversation to about age 7) - The child is now in a position to think about things even if they're not immediately present. However she still has difficulty in understanding the idea of time. She lives in a kind of a fantasy and changes any input information in her mind to better suit her needs.
- Concrete (About first class to adolescence) - The kid begins to learn to think abstractly and understanding concrete ideas, taking care of to rationalize them. She begins to ask questions after rationally processing information.
- Formal Procedure (adolescence) - This is the final cognitive stage. The child evolves the ability of hypothetical and deductive reasoning
3. 1 Psychological Sketch of Family
Stuart Jenkins would seem to be to check out the Freudian Theory of Identification, Ego and Superego. He quit his job and create a business looking to prosper for himself. However, he has not managed to make his company perform to his targets. His Id needs all the glitz and perks that include a successful lifestyle, but he's struggling to fulfil this need in his present situation, and feels an overpowering sense of inadequacy. Thus, his Ego satisfies the Id's impulses and helps him to neglect his difficult obligations by concentrating on that indication of success - a gleaming new car. His fascination towards cars can also be driven by the general notion that car are associated with Masculinity.
His love for sports can be followed back again to his father, who unveiled him to the game. His love for the sport is actually a conditioned response instilled by his love for his father. It can help too that the public setup that he's in, considers sports to be always a 'manly' sport and therefore it can help Stuart to reaffirm his manliness to himself. A Liverpool victory becomes a victory for Stuart himself, and a defeat only a reminder of his own inability. Stuart is a model consumer, and his brand commitment to the films of his era is apparent. Any form of marketing is available to understanding and any concept could contain a number of potential 'readings'. Stuart rejects newer videos because it seems to offend his sensibilities, and he perceives them to be corrupting factors.
Sarah appears to be the typical woman consumer for whom the house is as much a work area as her office. While Stuart comes home from work to the night of leisure, Sarah still has work kept in managing the home. The cultural stereotyping and the causing acquired settings of masculine and feminine subjectivities leave her with little time to be able to sit back watching some tv. However, she will not seem in your thoughts it much and is fine with capturing a few snatches of the various shows that happen to be on. This reaffirms the consumerist analysis that the man of family members has much more control over the content of the television than the girl. However, Sarah is partial towards 'Intimacy and the City' and 'Desperate housewives', possibly because she identifies with a few of the characters like Brie, who are indie of any ties. She probably prefers to view alone to experience some contrived feelings of freedom from matrimony, and feel somewhat nearer to the screen heroes. As the Superego says her that it's wrong to acquire such thoughts, her Id drives her on. It requires the Ego to channel all her dark emotions into an escapist dream. The fantasy in some way fulfils her dependence on belonging, according to Maslow's Hierarchy of Needs.
Jamie appears to be a normal teen, enamoured by the global mantra of consumerism. Together with the consumerist world heralding the rebel as the new 'cool', rock and grunge are the music to hear. His friend group listens to the same music, therefore it's possible that his selection of music is also scheduled to societal affects.
The main protagonist of 'The OC', Ryan Atkins, is an outsider thrown into an alien environment who still manages to get everyone's respect and devotion. Jamie, in his teenage-angst, probably fancies himself to be a lttle bit of any outsider too, and so wishes to model himself after Ryan Atkins. His rebellious anger also confirms an wall socket through the hard-hitting Pro-Wrestling, exactly like countless other young adults.
Helen is an average sufferer of the consumerist strike on tweens, being exposed to the world of sexual surplus that is today's pop music at such a sensitive age. According to Jean Pagiet's periods of behaviour, Helen is still too young to appropriately comprehend the sexual information that is being thrown towards her courtesy of MTV. Therefore it is not a shock that her model coach is not Margaret Thatcher, or Helen Keller, but a gyrating pop princess - Christina Aguilera. Erotic information is crucial for children, but as being a driving license, it requires to be presented when the recipient is ready for it. Similarly, seeing OC with her your government might make her feel more aged, but all it is basically doing is desensitising her to violence, sex, and criminal offenses.
As deduced from the interview of the Jenkins family, the effect of environment, marketing on the daily choices a person makes are extremely deep. Consumerism can be observed in all spheres of life today. Man's emotional attitude, coupled with consumerism drives everybody needs, options and decisions.
- Freud, S. (1923). The Ego and the Id.
- Piaget, J. (1972). The psychology of the child
- Piaget, J. (1990). The child's conception of the world
- Assael, H. (2004). Consumer Behaviour - A Strategic Way.
- Maslow, A. (pub. 2000). Maslow on Management
- Available from http://www. consumerpsychologist. com/
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