Audience Theorists

David Gauntlett
1. Audiences are active and act individually
2. They select products they want to engage in based on their interests and desires.
  1. This idea links in with my music video for instance the style of genre and the style of music video itself will attract my target audience due to my music video being catered to their interests nd desires.
  2. Fpr instance individuals will view this media because they are interested in the hip hip/ rap genre.
3. Pic N Mix - audiences pick and mix what texts and products they consume
4. Argues audiences do not have to consume an entire media product
Blumler and Katz
1. Uses and gratifications theory
  1. Have to fulfil one of the following when choosing a form of media
    1. Identify- Recognise product, the role model reflects same values as yours
    2. Educate - able to acquire knowledge
    3. Entertain- media consumed should provide enjoyment, sense of escapism
      1. This links in with my music video as its purpose is to provide entertain, therefore an audience will choose to view this type of media
    4. Social interaction- media product spakes debate from topics produced.
2. When audience actively seeks out media ,they are typically seeking it in order to gratify a need.
3. Focuses on why people use particular media rather than on content
4. This theory relates to my music video as the requirements that audiences use to choose a media product will be fulfilled. For instance my target audience will be able to identify with the genre due to its narrative about love, they will also be able to relate to the artist as my target audience and the artists themselves are around the same age.

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Audience Theorists

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