Mass audiences can be both positively and negatively viewed as anonymous with little interaction. Socially and media grouped theory says audiences can be grouped by social status and media consumption habits. Richard Dyer's utopian solution theory believes audiences use media to indulge inadequacies in their lives. The two-step flow theory proposes people view media then discuss it with others, offering opinions. Audiences can also be grouped by age, gender, ethnicity, education, and religion. Reception analysis is that no text has one meaning and the audience helps create meaning based on upbringing, mood, context, and personal factors.

1. Audiences Mass Audiences: can be seen as a negative as well as a positive thing. Mass audiences are anonymous and little interaction exists. Graeme Burton Socially and Media Grouped theory: This theory says that audiences can be grouped both by the social status, so things like class and wealth but also grouped by media consumption e.g. Daily Mirror readers can be grouped. Richard Dyer’s Utopian Solution Theory: This theorist believes that audiences use media to indulge in an inadequacy which they have in there lives. Two Step Flow (Katz and Lazarsfield, 1955) People view the media then talk to others about it, but with an opinion. John Hartley: Audiences could be grouped by: Age Gender Ethnicity, Race, Cultural background Education Religion Reception Analysis: Is based on the idea that no texts has one simple meaning, and suggests that the audience themselves help to create the meaning of the text. Audiences decode the text that we encounter in individual ways which may be the result of: Our Upbringing The mood we are in The place where we are at the time Inadequacy Bored Poverty Isolation Solution Excitement Abundance Community