Audience

Audience

1. Uses and gratifications theory

   • Diversion
     • Entertainment
   • Personal relationships
     • Forming a relationship with someone in the media
   • Personal identity
     • Finding out who you are
   • Surveillance
     • Getting information from the media

2. Oppositional Readings

   • Dont agree with the media text
   • don't agree in any way

3. Negotiated reading

   • Agree with the text
   • Disagree with the text

4. Preferred reading

   • Agrees with the text
   • Doesn't disagree at all

5. Mode of address

   • Age
   • Gender
     • Male
     • Female
   • Nationalility
   • Religion
   • Socio-economic grouping
     • working class
     • Skilled working class
     • Middle class
     • Upper middle class
     • Upper class
   • Ethnicity