Hypodermic Needle Theory Two Step Flow Model Uses and Gratifications Theory Reception Theory Maslow's Hierarchy of Needs Dyer Star Theory

1. AUDIENCE THEORY

2. My Target Audience
The word ‘audience’ can be described as ‘the assembled spectators or
listeners at a public event such as a play, film, concert, or meeting.’ he word
to describe the audience as ‘spectators’ implies that they act like guests to
institutions and therefore in all attempts companies should do their best to
make readers feel welcome, involved, respected which is by aiming the
content to their individual needs. For my target audience which is young
women between the ages of 18 and 30 who follow popular culture and
therefore will be interested in finding out new looks and fashion trends. My
target audience will therefore enjoy activities like shopping, socialising with
friends and doing their makeup, of course this fits the stereotypical
perception of a woman but it is true that these are things that women enjoy to
do as it makes them feel special and empowered. Even though much of my
content focuses around ultra- girly topics such as fashion and beauty, it does
not mean this is the only kind of woman it will attract, for example, many
trends today are masculine such as the sport trend so it implies that women
who are less conventionally ‘fashionistas’ in heels and skirts can still be trend
setters through a classic trainer and trouser combination which suggests that
our society has become more varied and diverse and more accepting of
different looks which gives the audience freedom to express their own
personal identities which will allow the audience to feel comfortable in their
own skin.

3. What is Audience Theory?
Audience theory refers to how audiences absorb media content and the different effects it has on them, for
example, how they will react or interpret media content. Some may imitate what we see in the media for
example, when Kylie Jenner dyed and cut her hair in 2014, soon her fans mimicked this look in order to
look like her and feel as though they had the same superiority of this star and this can be adapted to many
theories which I will discuss in this presentation such as Dyer’s Star Theory and The Uses and
Gratifications Theory.
Many argue that the media is to blame for our changing attitudes because the media may present certain
social groups in one particular light which results in us assuming this is the all members of a particular
group act which leads to stereotypes. A prime example is how the only kind of women presented in the
media are mega-rich Hollywood superstars living in huge estate homes, even though this is unrealistic to
most readers, the audience idolize this as it stimulates our desires for goods. Of course this is beneficial for
the economy however it can make audiences feel insecure as they will experience ‘relative deprivation’
states socialists Greer and Reiner which means audiences feel as though they do not have the adequate
goods to meet the Hollywood glamour stereotype, that they have failed. This is why it is important in my
production to show how glamour and superiority does not always have to be designer products, that high
street fashion which is affordable and accessible can also make individuals feel stylish and on trends which
prevents the audience from feeling insecure. This then shows a support for their needs which makes my
institution look personable and more approachable which will make it more inviting for audiences. Another
example is how the only Islam presented in the media is terrorism so people see it as a violent religion
rather than the peaceful, humanitarian religion it really is which demonstrates how a negative
representation of social group can lead to marginalization of groups which is a downfall to the media
manipulating our behaviour.

4. Audience Theory and Societal Effects
Different audiences theories break up the audience depending on individual responses and this is
known as audience segmentation. This is beneficial to make genre’s of magazines specific to the
readers taste, for example, fashion magazines primarily focus on fashion which means that
individuals don’t have to be interrupted by content that does not interest them, for example, fitness.
Similarly to this, it emphasizes the importance of my regional magazine because it means that
individuals will read content that is simply catered and focused around the Leicester area which
means that it is more relevant to the people’s lives here as they will understand where they can access
products from which means that the magazine feels more accessible so interactivity will be increased.
A more effective way of engaging with the audience and making them feel involved and part of the
community. However, it is also important that audience segmentation does not become too much of a
barrier because individuals in each demographic have different qualities and those of a lower class
may not be able to afford the clothing in my production, for example, Topshop was recently criticized
for being over priced for a high street store. It is arguable that it sells more premium clothing however
this makes individuals feel excluded and as though they cannot participate with the latest trends and
looks which will also lead to a reduction in self-image if they feel that their current clothing is
outdated. Resulting in some audiences rejecting the fashion industry which means my target audience
will become more limited. Marxists would argue that this is a prime example of how the media
teaches us that capitalism is in our interests as Grimsci states that the media contributes towards
‘hegemony’ . Marxists would therefore criticize how the media marginalizes the working class in order
to make profit. Hence why in my production, many discounts will be mentioned to make it more
accessible to the working class and also bring shops such as Primark which are very cheap to make
them more accepted by people instead of being simply seen as a cheap, low quality shop. This is
actually a relevant shop to mention as in August 2016, Primark opened in a retail park known as
Fosse Park so as it is new and modern, it will be a more desirable and affordable place to shop for my
target audience.

5. Hypodermic Needle Theory
We were introduced to the Hypodermic Needle Theory in the 1920’s. After the end of The First World War,
morale was at a high along with prosperity so it bought an era of social change, for example, their was the rise
of Hollywood and the celebrity such as Charlie Chaplin and Clara Bow. Also, the fashion industry began to take
off where hem lines got shorter with fringed hems to symbolize the achievement of the suffragette movement.
Along with the rise of glamour and entertainment, people begin to consider the effect the media had on
individuals. Media theorists came up with the idea of the ‘Hypodermic Needle Theory’ which is also known as a
bullet theory as it emphasizes the notion that media content is transmitted in a linear structure to suggest that
what the audience view and perceive in the media, penetrates through them ( like a bullet or a needle). It
suggests that media content is passively transmitted into our brain without any other internal and external
effects such as their own personal views, to emphasize how media is ‘pushed’ towards us and we have no
authority to change what we perceive which shows how we can easily be manipulated by the media. In some
aspects this is relevant, for example, when we vote this is influenced through media figures such as Rupert
Murdoch who’s content reaches 65% of the population suggests that we only consumer one specific perspective
and approach as we have less access to other forms of content which is why there is so much ignorance in our
society. This is because the media hides content from us as Yvonne Jewkes found, content needs to have ‘news
values’ such as novelty, sex, proximity and related around political agenda ( the conservative party) to
emphasize how the media is controlled and many believe what is said on the news because we have little access
to other sources. However, this is becoming less evident in our society today because of digitalization and the
formation of web 2.0 which gives us a wider access to illegal content such as free movies on the internet. It is
arguable that fashion can sometimes be imperialized by major designers and not give us choice on what is
fashionable and not which emphasizes the importance of featuring local shops and designers that drift away
from mainstream fashion so that it will give the audience choice to develop their fashion sense through
shopping in vintage stores. Thus, by providing different types of fashion in my production, it makes the reader
feel empowered due to having the freedom to explore and experiment will non-high street trends, which is why
shops such as The Wardrobe and The Pink Pigeon.

6. Moral Panic and The Hypodermic Needle Theory
A moral panic is a ‘an instance of public anxiety or alarm in response to a
problem regarded as threatening the moral standards of society.’ Moral panics
depend on the situation or specific culture but in the 1920’s because of the power
that the media appeared to had, it raised many issues for society. For example,
when sexual intimacy was suggested in the 1920 film ‘Son of The Sheik’ it
shocked the nation because society was still strictly religious with prudish values
so many feared that this behaviour would be normalized and seem appropriate
for the audience which led to a ban. Similarly to this, in my production, a moral
panic needs to be avoided, for example, by ensuring that women are presented as
equal to men and independent because many media institutions represent
women as sex figures due to the male gaze effect which draws in men due to lust
and means a wider demographic can be approached. However, if I was to do this,
people would see my institution as having outdated values, especially groups
such as feminists so many would decide not to read my magazine or ancillary
products as they would see it as immoral. It also suggests that in my production I
need to express unique style but not go too controversial, for example, how some
fashion magazines such as ‘Pigeons and Peacocks’ have explicit nudity which
could make some readers feel uncomfortable. Hence, why I will stick to the new
conventions of showing women as powerful and authoritive, for example, now
that 45% of the working population is female it shows how we have equal
opportunities in comparison to men which will make female readers feel valued
and acknowledged by the institution.

7. Hypodermic Needle Theory
Despite the negative points of the Hypodermic Needle
Theory; in some ways, it is useful in the fashion industry
because it allows people to accept elaborate and unusual
trends which means that individuals will eventually
become more daring with their style. For example, the
audience have little choice to decide what trends are for
the new season as this is decided by upcoming designers
on the catwalks which is duped by high street designers.
Of course we do not have to choose to purchase
particular trends because people such as fashion icons
and celebrities allow us accept these looks because they
are normalized and we are given inspiration on how to
wear them and feel comfortable and this links with
another audience theory which is known as The Two Step
Flow Effect.

8. Two Step Flow Model
When people realised that the Two Step Flow Model was an over- exaggeration and people did not literally copy
everything that they see in the media like sheep's, for example, not everybody wants to look like a celebrity so
therefore a more logical explanation can be found. The Two Step Flow Model was the next major audience theory
that was introduced. In 1944, Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet analysed the voters' decision
making in the election and they published their findings in The People‘s Choice which was a popular and well
known magazine at this time. They found that the process of decision making was vastly influenced by casual,
personal contact in comparison to media devices such as the radio or newspapers which suggests that word of
mouth is more trust worthy to readers rather than an unknown critic. Highlighting the importance of creating a
positive reputation of my magazine by making it direct and interesting to the audiences needs (which is to read
fashionable content) but also making them feel welcome and invited which allows a positive relationship to be built
with the institution.
Furthermore, Berelosn, Lazarsfeld and Gaudet found that the audiences perceptions on media figures and
products were filtered down by ‘opinion leaders’ such as media corporations such as the BBC on how they will
portray the success of a product, popular figures in friendship circles, media critics in the newspaper and
celebrities using products or attending events. The opinion leader will then convey their ideas of a product, either
support or opposed to and this notion will be followed by their audience through the idolization opinion leaders
have on their peers and this is how the ‘Two Step Flow Effect’ comes into play. For example, for the released of
Beats new speaker device, they used celebrity endorsement to show how Nikki Manaj ( a famous hip/hop and rap
artist) used this product. As she is interacted with the product, it instantly makes it look of a higher quality to the
audience because celebrities, who stereotypically are wealthy, can get access to the best products, therefore it
seems like a reliable source to her fans. However, it is important to consider which celebrity to use to allow the Two
Step Flow effect to make an impact on the audiences behaviour, for instance, if a scientist was using the Beats
products, there would be no anchorage or link between the product and the opinion leader and the audiences
would not follow their hegemony as scientists will have less knowledge on music related products than musicians
so audiences would be unlikely to follow.
Therefore, to ensure that my magazine seems
of a high quality in the marketing process of
my magazine such as creating my billboard,
celebrities who are related to fashion should be
associated with the product so it seems worth a
read. It will also make the reader feel as
though they will have the superiority of a
celebrity if they read the magazine because
they will have a common link. This is crucial to
encourage re-purchase or for people to share
this magazine with their friends because it
implies that the reader is put in a position of
authority which will make them feel respected
and valued.

9. Two Step Flow Model
The Two Step Flow Model undermines the power of media villains such as Rupert Murdoch which
also demonstrates the idea of the limited effects paradigm. Which means that only a minute amount
of people are open to manipulation of the media because social groups and individuals respond to
media content differently due to their norms, values, customs and expectations which suggests that
we have free will and choice and our views are not always determined over what we see in the media
industry. For example, in many Arabian countries, women have little independence, for example, in
countries such as Saudi Arabia; women don’t even have the right to vote which means that they
would not oppose to women being represented in unequal in society however in the UK, there is a
wave of feminism and females in the media take authorities roles, for example, on TV shows such as
‘Our Girl’ it shows a woman taking on a stereotypically male job in the army which is accepted by the
audience due to our changing values. The Two Step Flow Model can be challenged not all audiences
would accept women being represented as independent such as countries that omit female rights,
meaning that the media does not always produce our ideas, it is our own individual clique’s that
determine this. Therefore, this is why in order for the audience to react and share news on my
magazine is by catering it to the needs and values of the audience, for example, by including seasonal
fashion trends which will be more convenient for the audience because it is something which the
audience will need. For example, including a feature on ‘Winter Warmers’ as this makes it seem as
though the clothing in the features will benefit the audience.

10. The Two Step Flow Model
The Two Step Flow Effect can have negative effects, for example, how in the 1980s, homosexuality was banned from
being broadcasted on TV which excluded and eliminating this group from society because the governments
homophobic attitudes were conveyed to the audience because of not making people aware of it. Therefore,
homosexuality was not normalized so it produced ignorance among society, for example, a homosexual barrister was
killed in his home in 1989 as it was seen as immoral. However, today, the Two Step Flow Effect has made a
difference to the representation of gay people, for example, when homosexual marriage was legalized in 2013, people
began acknowledge this and accept it, for example, in Coronation Street- a British Soap, there are even homosexual
couples in the show so this has allowed this notion that it is normal to be filtered down to the audience. In my
production, a message that I want to convey in my production through The Two Step Flow Model is that Leicester is
a more desirable place to live or visit. For example, in August 2016, it was voted the worst place to raise a family
which mean that Leicester is seen as a dead midlands town. However, by using celebrity endorsement, embracing
multi-cultural society and promoting events such as Bonfire displays for individuals to get involved with and come
together as a community, will hopefully allow this notion to spread so that Leicester can win back a noble reputation,
which is being an exciting city to live in. This idea was explored in some ways when Leicester City Football Club won
the Premiere League in May 2016 as it bought over people from Italy, due to the manager ‘Claudio Ranueri’ and as
this success was broadcasted by opinion leaders such as the news, it made it look like a buzzing place to inhabit.
Therefore, I want to explore this in my magazine, by not only making the city look interesting but also suggest that it
is a professional location that is at the heart of fashion which stresses the importance of sharing my magazine on
social media so that it can be shared among the population in a positive way and make them more likely to pick up
an edition of my magazine. Also, my magazine will be more eye catching if an oddity is evident in the main image,
explaining why the model on the front cover will have short hair because this is unconventional and people will then
mimicking this look in order to look individual which will make their friends value them for standing out. Also, the
audience member will always have connotations to the magazine so it will constantly trigger the audience to go out
and purchase an edition of the magazine which means that it will appear more popular; this in it’s self makes the
magazine look of a higher quality and therefore a more desirable product because it is at the heart of popular culture.

11. Uses and Gratifications
In the 1960’s, the first generation to experience television grew up and media
theorists began to discover why individuals are interesting in reading particular
content; to question to audience view content for a specific purpose? Yes, they
do and this is to suit their individual interests and for my regional target
audience, it is to read about local fashion in their area and find out how they can
gain accessibility to the latest trends from both high street shops and individual
stores to embrace the culture that they have in city which will make it more
relatable to them. In 1948, Lasswell implied that media texts performed specific
functions for society and mean that the audience will only read texts if they have
a purpose, for example for surveillance ( close observation), correlation (mutual
friendship) entertainment, cultural transition ( passing on socially learned
information). Using this theory, a young women will want to purchase an
edition of my magazine to have a common link with the people in the
community over events and fashion which means that correlation is achieved as
members in my region will begin to integrate. Also, by providing information on
fashion it has a purpose of educating the reader which will mean their needs of
learning about the fashion industry will be met. Also this will allow them to have
a more detailed insight into the fashion industry suggesting that there will be a
boost in the audiences self-esteem as this offers empowerment.

12. Uses and Gratifications Theory
In 1974, sociologists Blumler and Katz developed the Uses and
Gratifications in a more detailed way. To separate up the reasons why
individuals will read or purchase media content:
Entertainment/Division- Individuals will read media content when it provides them with the opportunity to escape
every day problems, for example, to fall in love, be a celebrity and be rich. This is especially beneficial for my production
because many individuals in my target audience hold materialistic values, for example, having a desire to purchase new
clothes. Meaning that they are more likely to form an attachment to my product which leads to consumer loyalty as the
audience are curious over how they will be able to access more products in the future. This is why in my print I will also
include personable topics about love and relationships; this is usually conventional of gossip magazines however the content
within the celebrities private life is always unordinary and interesting to read. Also, including personable topics allows a
relationship to be built with the reader which makes them feel more realistic and not a celebrity, this makes them more
approachable too as the barrier between the celebrity and the consumer is broken which will then make readers feel special.
Even the clothing within the fashion industry at the moment can hint at escapism, for example, the 80’s trend of ruffles and
puffy clothing which creates a sense of nostalgia for the audience to return to when fashion was a novelty of florescent
colours which will influence audiences to feel more daring with their own personal style. Additionally, as I also want to
present Leicester in a more positive way, by promoting events such as Octoberfest as a way to give the audiences a
distraction from the routines of daily life and allow them to be satisfied through exciting events that take place in the city
which will also influence more people to become involved in their community.

13. Uses and Gratifications Theory
Social Solidarity- Social solidarity is defined as ‘social cohesion and integration comes from the homogeneity
of individuals’ ( Emile Durkheim) and this suggests that media content allows us to integrate together and
our interests which means that we are more likely to have a common link with our friends due to this which
increases our unification. For example, people may join together due to similar interests in hobbies, music or
food tastes. This explains why many people that have common interests often look similar because mini-
subcultures are formed due to individual and different values which drift from the mainstream for example,
that follow goth culture will wear completely black and are identifiable as a subculture due to the way they
themselves, which is how dark, heavy rock music brings these people together. Social groups are even evident
through language too such as the use of slang used by people that conventionally listen to rap music because
a way fans communicate to convey their support for this style of music. Furthermore, social solidarity is an
important purpose for individuals to be attracted to media content because it puts the reader in a position of
authority by getting involved and being able to share their opinions makes them feel empowered, this is even
common now due to the rise of social media as fans can join together on hubs- which creates a community
around a product or event. On the other hand, even if there is social diversion between social groups that can
to conflict such as social media wars. It still means that the product will be endorsed through being talked
which means that it is likely to get more recognition and gain popularity so a wider demographic can be
However, conflict should not be an issue in my production because it will attract people with similar interests
as fashion and beauty however, my use of casual language will make younger readers come together because
prose makes it relatable because it is language that they will use in their own daily lives. Along with this,
sociological dialect will attract people from my specific region and therefore it becomes more personalized and
catered to the audiences needs and the audiences will come together through similarities of being in the same
location which is a way to build a strong and supportive fan base. Also, it emphasizes the importance of why
magazine is free of charge because it will allow even audiences from low economic backgrounds to get
share the content with their friends which increases interactivity and prevents audiences from being
to not being able to join in with their peers.

14. Uses and Gratifications Theory
Personal Identity-Individuals will read content in order to gain
personal identity by boosting their own self-esteem or putting them in a
position of authority which will make them feel important when they
the content. This is especially important in my production because
is all about building your own personal identity by experimenting with
fashion and breaking the safe rules of fashion to follow the cliché’ notion
being ‘outside of the box’. This is crucial in self-discovery, especially for
target audience which is young women, this is a perfect time for them to
begin to become more comfortable in their own skin. In my magazine,
personal identity can be built through social solidarity because
will feel important if they have a large circle of friends. Also, it can be
achieved through audiences creating their own style from what they see
the magazine which will allow them to become a ‘walking mannequin’ .
is due to iconography as people idolize the looks in the magazine and
look like this. However, this can have negative effects because the media
often moulds what we perceive as ‘normal’ but in the early 2000’s there
a moral panic as many famous celebrities and models were super slim
put young women under pressure to look a particular way which is why
though I want to build personal identity, different body shapes are
in order to prevent a moral panic and a social uproar.

15. Uses and Gratifications Theory
Surveillance: refers to using the media for information by looking closely, analysing content and learning from it. This often
offers support for individuals, for example, cooking magazines will teach people how to cook certain recipes and act as a guide.
would be an important feature to mention in the lifestyle section of my magazine because not only would it make my magazine
more diverse by focusing on a different category but also this is suited to a young women who may have just left home and are
therefore eager and determined to learn how to cook. Also, generally speaking, surveillance can offer help for people who are
feeling in a state of despair and films such as ‘The Pursuit Of Happiness’ provide an insight into how life can improve which will
readers have a more optimistic approach on life. In my magazine, a way to provide information through my fashion category is
stating: 'get their style' which gives the audience information about where the clothes are sourced from and provides them with
opportunity to access them from. This could boost the self- esteem of individuals as by purchasing fashionable clothes it will
reader feel like a celebrity, making them feel special and this will make them more inclined to repurchase an edition of my
relive this emotion.

16. Stuart Hall-
Effects Model
In 1973, cultural theorist Stuart Hall introduced the Effects Model to state that ‘ideologies are not separate and distinct concepts. They
express different concepts together into a set of meanings’ to imply that individuals will respond to media content completely differently
to one and another. Stuart Hall analysed how texts were encoded ( notions displayed by the institution) by produces ( or in my case
magazine publishers) and decoded (understood) by the consumers. For example, the encoding message in my production is that I want to
firstly, present Leicester as a more respected and exciting city to live in but also to encourage people to become more individualistic with
their personal style which will make our society more diverse and interesting. This can be decoded by the audience in many ways such as
understanding what the publishers are attempting to convey to us or in some circumstances, the readers will reject what is displayed to
us. Therefore, Hall suggests that there are 3 possible outcomes of consuming media texts:
Dominant or Preferred Reading: This is when the readers will agree with what I being presented to them in the media, for example,
example, in my production, the clothing featured may be liked by the audience and demonstrated through purchase which shows how
they support the content in the magazine. This is usually because it follows conventions, for example, having trends that are relevant is
conventional for fashion magazines so it is more likely to be acknowledged by the audience. Similarly, in the film industry, they will cast
particular actors for specific films, for example, Adam Sandler is famously in many comedy films because his ‘goofy’ personality has built
brand identity in association to this genre. However, if he was to appear in a serious, thriller movie, it may be decoded because it goes
against what the audiences expect to see and this will be off putting due to a lack of familiarity.
Negotiated Reading- Negotiated reading is when a reader will neither like or dislike the media content shown to them, it is a grey area
area which I actually want to avoid as it implies that the reader has no attachment to the institution and therefore it will not influence
them to repurchase an edition because the magazine has not personally had an impact on them. Therefore, it explains why direct language
will be used in my production because even if readers are not keen on the content of the magazine, it still allows them to feel invited and
engaged with the institution and therefore this interactivity means the reader will respond because it makes them feel more involved.
Oppositional- Oppositional reading refers to when audiences reject the media content which is displayed to them and this is often
caused by media content being unreliable and unspecific to the audiences individual needs and interests. Therefore, by using and
following the conventions of fashion magazines such as the use of pink, celebrity endorsement and affordable fashion, it will make sure
that the content is more likeable to the reader. For instance, if the content is affordable, it will assure readers from a low income
background that they can still get involved and become part of the Leicester fashion community. This will then build a hype over the
release of my magazine which will make it more interesting to read and more people will want to join in on the buzz.

17. Maslow’s Hierarchy of Needs

18. Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs is known as a motivational theory which is used to determine the five needs
that humans need to be fulfilled and reach the paramount of personal happiness which is known as self-
actualization. Even though this is a psychology theory, it still relates to human behaviour of audiences and
what they need to be impressed and enjoy reading media content. As people are ‘motivated’ to reach
specific needs, the reader will attempt to identify these in media content. The first out of the five primary
needs is physiological needs, which refers to the basic needs that a human needs to survive such as food
and water, these points of Maslow’s Hierarchy do not necessarily link to my production however, in terms
of print, the primary needs that audiences may want is a simple layout so that the content is easy to find
and legible to read. The next need is safety, for example, in my production not going against the Data
Protection Act of 1998 and publishing too private details about guests in my magazine, for example, their
addresses and home numbers as this appears violating and puts them at risk to harassment. Therefore, by
not presenting these details to the audience, it will make my institution look professional and trust worthy
so more regional celebrities (and those of a higher class who are more well known) will be more likely to
want to get involved with my institution.

19. Uses and Gratifications Theory
The next need is love and belonging and this can be attained through using inviting language through
direct mode of address which will make readers feel directly involved and catered to which means they will
attach a connection to the institution. Additionally, love and belonging can be attained through
competitions as it is a way the institution is offering a price and an experience to the reader which will
make them feel special. Also, this aim can be reached through promoting social media links which is a way
that the readers can get share their opinions which suggests that ‘push media’ ( where institutions
determine what readers consumer) is transitioning to ‘pull media’ where the reader is giving advice for
what the audience what to see so it makes the content more personalized to the audience and connotes
that their considerations are valued by the institution. Finally, love and belonging can also be achieved
through the use of complementizes, for example. ‘beautiful buys’ which implies that the reader will look
and feel beautiful when they own particular products which allows the reader feel confident and this is due
to being complimented by the institution to make them feel more comfortable in their own skin. This is
especially crucial for a young, female, adult audience where women feel a need to be competitive with each
other rather than embracing their own natural beauty and this rivalry is something I want to stop by
presenting women with unique and diversified looks to emphasize the positivity of differentiation.

20. Uses and Gratifications Theory
The next need of this theory is esteem, which refers to how an individual, sees, feels
and values themselves. The purpose is to reach a high level of self-esteem so that the
audience will reflect their happiness in association to the institution and this is
something which I want to achieve in my production. This will be achieved through
again the use of superlatives to compliment the audience and make them feel
attractive but also this can be achieved through the models wearing relatable
clothing which will be easy for the audience to style and the audience will be able to
feel comfortable wearing the products which are being promoted. This is because on
the catwalk, clothing is presented very elaborately, with contradicting patterns and
styled in a high fashion, editorial way rather than aa casual way which is how most
people are likely to wear clothing so it shows that the audience have been
acknowledged. Then Finally, the reader will reach self-actualization which is when
‘people are those who were fulfilled and doing all they were capable of.’ which means
that the reader feels completely valued and considered and this will be catalysed by
making my magazine meet my target audiences needs which is to find inspiration
through the fashion industry and this may be through meeting their idols too which
could suggest I should include a feature based on Leicester’s fashion figures doing a
meet and greet which will make the reader feel empowered due to being given a
specific opportunity of meeting their idols and this will build excitement and
anticipation in the city.
An example of how clothing on the
catwalk is styled to look creative and
editorial rather than casual wear.

21. REPRESENTATION
THEORY
How celebrities in the media are presented to the audience:

22. Dyer Star Theory
Richard Dyer’s Star Theory expresses the notion that celebrity figures and icons
are used in the media for substantial financial gain and to target a specific group
of people who idolize a particular type of icon, for example, for my target
audience, iconography is likely to be vehicle by people such as Victoria Beckham
who is a famous fashion designer and people will look up to the progress of their
work. He believes that celebrities are constructed and made to represent real
people which is why they agree to do personal private interviews because it
allows the reader to learn more about them and feel closer to the audience to
prevent the star from feeling alienated as this prevents the audience from
building a sufficient relationship with the star. Therefore, the stars are
engineered to be personable to make the reader feel more involved, for example,
how Lady Gaga named her fans ‘Little Monsters’ and how on the fashion gossip
show ‘Fashion Police’, comedy host Joan Rivers called her fans ‘Joan Rangers’
which is a way to build a community and identify the audiences support to the
star which makes the reader feel as though they are becoming closer to their
idols. Hence why media content is seen as a treat and this is something I want to
convey in my productions, for example, using langage such as ‘Leicesterfarians’
which identifies the people in my region to make it more directly aimed at them
so they are more likely to give my magazine a read.

23. Dyer Star Theory
Richard Dyer’s Theory is separated into three main sections
• The star as a construction
• The star as a commodity
• The star as an ideology
• Also he proposed the ‘paradox of the
star’

24. Dyer Star Theory
The star as a construction:
Dyer Star believes that the star is a construction and not a real person which
explains why stars’ have superiority over their audience because they appear
to live a completely different live and this build curiosity by hooking interest.
Therefore, when audiences view content, they believe that a star can be
constructed, through adopting their persona, style and occupation. For
example, sometimes it goes to the extreme of plastic surgery and most
recently in the media, for example, an unemployed teenager has spent
£20,000 to look like David Beckham and this is when the star in castration
goes to extreme measures. It can cause obsession over the celebrities identity
so that audiences lose their own which is why to prevent this, I will stress the
importance of individuality which will allow people to develop their own looks
instead of being a follower to the conventions and modes of society.

25. Dyer Star Theory
The star as a commodity.
The word ‘commodity’ means a product that can be bought or sold which implies that the
celebrities sole purpose is to create profit and this can be achieved in many ways such as
through releasing Merchandise. Many bands will do this at gigs as it is a way of increasing
their profits and also making their name more identifiable because when people wear band
t-shirts, their friends will question what band they went to see and due to curiosity their
friends will then listen to their music. This is a huge factor in my production because a lot of
it will be based on fashion and fashion is transmitted through iconography, for example,
individuals will want to purchase products if they see a star as fashionable because they will
feel as though they will be gaining the same status as the celebrity. However, the star as a
commodity can have negative effects because it considers the institutions needs not the
audiences. For instance, companies will continue to reproduce similar stars such as Boy
Bands like One Direction, The Vamps, McFly who are all young and attractive. However,
audiences will find these boy bands repetitive and boring because they lack variety which
suggests that in my production, I will drift from the mainstream by using a variety of models
with different looks and attributes, for example, one of my models will have overgrown eye
brows to give my magazine an alternative and less polished look to embrace beauty in all
forms. This will support what the readers want to see which is driving away from the dull
stereotypes which we see in the mainstream media. It is arguable that this may attract a
more niche audience however by still including mainstream fashion, audiences will still be
interested which means a mass audience can be accessed which in its self will increase
profits.

26. Dyer Star Theory
The star as an ideology:
Stars will represent particular topics or social groups through their ideology which
they transmit to their target audience as this is seen as an appropriate view because
the audience idolize them so it is likely to be followed. For example, celebrities such as
Jenifer Aniston and Beyoncé’ stood up to racism by sharing a video campaigning
against racism in order to promote equality which meant that their fan base
supported this notion which is why the campaign was a success as many people
responded to it by agreeing that racism needs to come to an end. In my production, I
would like to promote topics such as anti-racism, anti- body shaming and also
promoting models who are transgender- as I do not have the links to a model who is
transgender, I may include a cover line which will promote the success of these
models . This will create more tolerance for the transgender community by
demonstrating how they are just as superior as the rest of us and this will prevent
them from being marginalized in society. Thus, this follows in the footsteps of
institutions such as Pigeons and Peacocks to show a new, modern era of fashion
where anyone can participate in order to feel empowered. Therefore, as this will give
my institution a caring reputation, individuals will be attracted into reading it. Pigeons and Peacocks
promoting transgender
models.