Audience

Audience

1. Stuart Hall - Audience Positioning

   • Oppositional, Negotiated, Domininant

2. Ethos and Pathos

   • 1. Appeal to credibility and character 2. Appeal to emotions

3. Young & Rubicam

   • 1. Succeeder 2. Resigned 3. Mainstream 4. Struggler 5. Aspirer 6.Explorer 7. Reformed

4. Stuart Hall - Encode/Decode

   • Encode: What the producer puts. Decode: What we read and take from the text

5. Active and Passive audience

   • Passive: Likely to be 'negotiated'. Active: Likely to be 'dominant' or 'oppositional'

6. Polysemic

   • Text has multiple meanings, different audiences may have different readings

7. Mode of address - Indirect/Direct

   • Not looking at audience/Looking at audience

8. Strategic Ambiguity

   • Text is purposely ambiguous to leave it open to interpretation

9. Maslow's Hierarchy of Needs

   • Basic needs, Psychological needs, Self-fulfilment needs

10. Appeal to senses

11. Celebrity Endorsement

    • Could relate Dyer's Star Theory to this

12. Dyer - Lines of appeal

    • Happy Families, Luxurious Life, Fantasy, Love, Experts, Glamorous Places, Art/Culture, Beautiful Women, Self Importance, Comedy

13. Fowles - Basic Appeal

    • Need for sex, Need for attention, Need for aesthetic sensations, Need for prominence,

14. Blumer and Katz - Uses and Gratifications

    • Personal Identity, Entertain, Social Interaction, Educate