Audience

Audience

1. Frankfurt School

   • hypodermic needle theory: think audiences might be directly influenced by media products

2. Richard Dyer

   • thinks that audiences want media products that offer them 'Utopian Solutions' to their problems
     • from fragmentation to community
     • from manipulation to transparency
     • from scarcity to abundance

3. Blumer and Katz

   • think that audiences want media products that gratify particular needs

4. Andrew Goodwin

   • thinks that audiences are often played in the position of a voyeur within music videos (watching someone)
   • the use of close ups is important to help the audience appreciate the "star persona" of the lead singer

5. Pluralists

6. Stuart Hall

   • decoding media texts
     • thinks the audience will react in different ways to a media product
       • Preferred
       • Negotiated
       • Oppositional
   • encoding media texts