Richard dyer and audience theory

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  • 1. Dyer’s 3 ingredients1. The star as Construction• A star is created by record labels successful marketing • Advertising, Product, placement, TV, Radio, Newspapers• They create an image of the star• Signature pose/hair/look/clothing
  • 2. Dyer’s 3 ingredients2. The Star as Commodity• The record company want to make the most money out of the artist • Merchandise • Getting the audience to become the star and look like them• Audience buy merchandise to look like them
  • 3. Dyer’s 3 ingredients3. The Star as an ideology• All artists have a belief or value attached to their image• This belief is called ‘ideology’• Artists sell this ideology as part of their image
  • 4. Uses and Gratifications• The theory that audiences use media texts in order to fulfil pleasures and basic needs such as: • Escapism • Education • Personal identification • Personal relationship
  • 5. Two-Step Flow• The theory suggesting that there are opinions leaders within society who can influence opinions and attitudes of the public.
  • 6. Hypodermic needle• The theory that proposes media messages can be ‘injected’ into the audience and influence people to act a particular way.
  • 7. Desensitisation• The theory that implies that overexposure to certain messages and values can influence the audience to accept them. For example, an air-brusher image of a celebrity on the front cover of a magazine can influence women into believing that that is the definition of beauty and this is how women everywhere should look.
  • 8. Maslow’s Hierarchy of needs• The theory that there are five layers of basic needs that all humans possess: • Physiological (food, shelter, sleep) • Safety • Social needs (love and belonging) • Esteem • Self –actualisation