2. WHAT ARE WE INVESTIGATING..?
• Audience Theory
• Representation Theories
3. AUDIENCE THEORY
• Audiences are divided into 2 categories - active
and passive
• The uses and gratification model
• Hypodermic model
4. COMPARISON
Active Audience
• Engaging
• Willing to challenge
product
• Involved in
discussion/activities
• Able to respond to
product
Passive Audience
• Following the
trend/flow
• Weak willed
• Powerless
• Have no control
• Manipulated by
institutions
•
5. AUDIENCE THEORY- ACTIVE
• Uses and gratification-> Audience are active
• Diversion
• Personal Identity
• Information
• Relaxation
• Pleasure
• Comparing relationships and lifestyle with ones own
• Sexual Simulation
6. AUDIENCE THEORY- ACTIVE
(CONT.)
• Audience doesn’t blindly accept the theories
• Audience uses it for leisure and pleasure
• The audience uses the text/film/music and not
being controlled by it
• Are able to challenge and evaluate product
• Pluralistic
7. AUDIENCE THEORY- PASSIVE
• Hypodermic Model Audience are passive
• Usually a mass media/product when audience is
passive
• Audience is powerless Blindly accepts the
product that has been given (mostly negative)
• Audience is being “injected” with messages
• Media products are affecting the behaviour and
thoughts of audience
• Manipulated by media product
• Hegemonic
8. WHY IS THIS RELATIVE TO MY
MAGAZINE?
• Every product that the media produces has a
potential audience
• The main difference is how the audience reacts
and how they think after reading the product
9. WHAT AM I HOPING MY AUDIENCE TO
BE LIKE?
• I’m hoping my audiences to be active while
reading my magazines
• Even though it is a pop/R&B magazine and is fairly
mainstream genre
• I’m hoping them to be engaged and are able to
challenge my product
• I’m also hoping that the read my magazine for
leisure
10. REPRESENTATION THEORIES
• The most significant theories within the media world
is theories in terms of women. (Culmination)
• Certain ideologies are to be injected into audience
• Windships’- Notion of complicity
• Gauntlett’s –Empowered Woman
• Mulvey’s – Male Gaze
11. GAUNTLETT’S EMPOWERED WOMAN
• When a woman knows very clearly have her
sexuality, how she dresses and how she acts
• Woman are in control, having power
• Reject the idea of being passive
• Freedom to openly desire to others
12. MULVEY’S – MALE GAZE
• Woman are seen as passive
• Male are seen as active
• Male sees woman as object
• Males look at woman’s body for erotic pleasure
• Often specific parts of woman’s body are zoomed
in e.g: breast, legs, butt
13. WINDSHIP’S NOTION OF COMPLICITY
• Woman is complicit
• Creating an ideal version of herself
• wearing revealing clothes
• Whole purpose is to make herself
attractive/appealing for males
• So she will receive gratification from them
14. REPRESENTATION THEORY-STEREOTYPES
• A stereotype is used to categorize a group of
people. When you don't fully understand that type
of person, classified them into specific image or
category
• According to google widely held but fixed and
oversimplified image or idea of a particular type of
person or thing.
15. EXAMPLE OF STEREOTYPES
• All Asians are good at math
• White teenagers love to party, have sex and take
drugs
• Black people love chicken and watermelons
• Goths black clothes, black makeup, depressed
• Asians love rice and drive slow
• Jews are greedy
• Muslims are terrorist
16. WHY IS A RELEVANT TO MY
MAGAZINE?
• Magazines or written products in general may have
chosen a specific way of writing which may effect
how people think about a certain thing
• As an active magazine, we must not let readers feel
that they are forced and are like passive readers
• We must write everything as they are and not to
package it into something unreal
