Thomas Ngai discusses audience theories that could be applied to his target audience of young, mainstream pop music fans. He believes the "hypodermic syringe" theory and "cultivation" theory are appropriate, as they involve injecting ideologies like working hard to achieve dreams. He also discusses using repetition over time as per cultivation theory. Additionally, he considers his audience as both passive, receiving injected ideologies, and active, bringing their own interpretations influenced by uses and gratifications and reception analysis theories. His goal is for audiences to have a "dominated reading" that aligns with his messaging about pursuing dreams.

1. Audience theories
Thomas Ngai

2. Introduction
• As my target audience are mass, young and slightly
unsophisticated audience (Pop is a mainstream genre
which makes my audience unsophisticated even though
the age should be sophisticated) and they are more likely
to be the passive audience, so that I will need to research
and apply the suitable audience theories to the audience
which makes my magazine to appeal/react to the audience.

3. How audience would
receive my production
Theories such as Hypodermic syringe and culmination would be appropriate to apply to my
audience
• The hypodermic syringe is when the products give the audience an ideology and they are
‘injected’ with it instantly.
• For my magazine I have injected ideologies such as go and ‘achieve your dream’ and
‘Work hard and be successful.’Although my target audience are passive audience but the
hypodermic syringe theory are more likely to be suitable for audience who with a strong
opinion.
• I have applied the theory on my magazine for example the title on the DPS ‘Work hard and
Play hard’ and the article within the page have mention about teenagers should go and
achieve their dream, which gives out an alternative way to the audience about their future.
I think I have done well in terms of ‘injecting’ the ideology to the audience, but I think I
could have improved a bit more such as adding more quotes on the page, so that the
audience can get the idea in their head.

4. How audience would
receive my production
• Culmination theory is when the audience are injected with ideologies but to be accepted by the
audience that it has to be repeated over time. This would be suitable because my target
audience would receive and accept the ideologies that have been ‘injected’ overtime and most
of the ideologies on my magazine are positive as it has to suit the target audience. The
audience may accepted the ideologies that I have been given out, for example I have kept
mention about the 2016 fashion tips, so that the audience may think that the tips are real and
that is the trend that they need to follow as they are mainstreamers.
• The audience would also receive the identification from the media product, which the
audience have access a media product and it provides them with stress relief. My audience
would read about the artists who they most likely wouldn’t be able to meet that person as well
know more ‘secret’ about her. My magazine has provide a platform for them to ‘meet’ the
artists and also allow them to know more about the artists, this is because Alina is the role
model inside the audience’s mind, therefore ‘meeting’Alina allows the audience to relief their
stress as they can get motivation from her and her story

5. How audience would
receive my production
• On the other hand I have also considered my audience as active audience and
there are theory such as the uses and gratifications and David Morley’s
reception analysis, which see the audience as individuals.
• For my magazine I have applied the dominated reading in the magazine
which is about ‘Young people should go and achieve their dream’ and they
will listen to the message and start thinking about it. The negotiated reading
of the ideology is when the audience are interested, but they still have to
consider about it’ and the opposite reading is when the audience reject the
ideology of go an achieve their own dream.
• I would like my audience to take a dominated reading of my product as the
audience would understand what the editor what they editor what them to
receive. However if the audience are chosen the opposite reading from the
magazine, they are less likely to understand the magazine and therefore the
magazine will not be successes as the audience reject the reading from the
editor.

6. How audience would receive my production
• Moreover for the uses and gratifications, there are different needs that my audience
will want to receive from the magazine
• Entertainment: My audience will want a magazine that they can enjoy and relax after work
or school. On my magazine the Kris’s album allows them to gain entertainment as they might
be interested on new pop music product, also the music chart allows them to find out which
music is the hottest so that they can find out and listen the music that the want.
• Information: The audience might want to know more about pop and what inside the
magazine, the content page allows them to find out the news that they interested and also
through the introduction they can know more about the stories inside the magazine. The
‘coming event’ can remind the audience the coming music event, so that they won’t miss any
of the concert
• Personal Identity: Some of the story might be able to relate to the audience, for example the
story of Alina gives them personal identity as many of the young people want to go and
achieve their own dream.
• Social interaction: The audience might want to talk and discuss with their friends about the
magazine, for example the ‘2016 fashion tips’ allow the audience to get information and then
they might want to tell their friends as they are mainstreamers.