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Theoretical research 
GENRE THEORY 
AUDIENCE THEORIES 
REPRESENTATION THEORIES
Genre Theory 
Genre is defined as the separation of different media 
types. Media types are put into different categories 
dependent on the content of such media type. Genres 
help within the media industry as they separate out 
different groups creating a fan base for different 
genres. This fan base I commonly associated with 
sci-fi films with events such as Comicon that are 
heavily branded around the sci-fi image. Due to a 
strong fan base around genres changes within genres 
can affect the audience society.
Genre theory 
Genres can be changed with the intervention of a 
different genre within the main genre this is known 
as hybrid genres. 
Hybrid genres often form subcultures to the main 
culture that is attached to the genre. 
Mass market genres play a large part in the 
construction of differences and identity's particularly 
through sexual differences and identity's.
Audience theories 
Audiences come under two generic titles 
Passive 
Active 
The higher the income bracket the more active the 
audience is. 
The lower the income bracket the more passive the 
audience is.
Audience theory 
The hypodermic syringe 
This theory see the audience as being injected with 
ideologies which they blindly accept. This theory 
links with hegemony's theory. 
The theory suggests that the media text works as a 
drug, almost manipulating the audience.
Audience theory 
Uses and gratification 
This theory portrays the audience as active using the 
text and not being used by it. The audience uses the 
media text for their own uses and gratification. 
The audience is seen to be free to do what they want 
whether that is rejecting the text or accepting it. 
The power relies completely within the audience.
Audience theory 
Reception analysis 
The theory sees the audience as the most active and 
independent. The audience are said to have complete 
independence over what they read. 
Dominant 
Negotiated 
oppositional
Reception theory 
Oppositional 
This is when the reader rejects the media due to 
political or cultural reasons . 
Dominant 
This is when the audience reads the media product 
the way the producer wanted to. 
Negotiated 
When you recognise an understand what the 
producer wants you to do but adjust it to suit 
personal circumstances
Representation theories 
Representation theory is the belief that all media 
products re-present the real world to us, Only showing 
one version of realty. This can also be shown through 
how a group of people or person are being presented to 
the audience. 
Representation sees us making decisions and 
judgements on what we see. 
Stereotyping is used by the media to sell products to a 
certain group of people by agreeing with the 
stereotypes.

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Theoretical research

  • 1. Theoretical research GENRE THEORY AUDIENCE THEORIES REPRESENTATION THEORIES
  • 2. Genre Theory Genre is defined as the separation of different media types. Media types are put into different categories dependent on the content of such media type. Genres help within the media industry as they separate out different groups creating a fan base for different genres. This fan base I commonly associated with sci-fi films with events such as Comicon that are heavily branded around the sci-fi image. Due to a strong fan base around genres changes within genres can affect the audience society.
  • 3. Genre theory Genres can be changed with the intervention of a different genre within the main genre this is known as hybrid genres. Hybrid genres often form subcultures to the main culture that is attached to the genre. Mass market genres play a large part in the construction of differences and identity's particularly through sexual differences and identity's.
  • 4. Audience theories Audiences come under two generic titles Passive Active The higher the income bracket the more active the audience is. The lower the income bracket the more passive the audience is.
  • 5. Audience theory The hypodermic syringe This theory see the audience as being injected with ideologies which they blindly accept. This theory links with hegemony's theory. The theory suggests that the media text works as a drug, almost manipulating the audience.
  • 6. Audience theory Uses and gratification This theory portrays the audience as active using the text and not being used by it. The audience uses the media text for their own uses and gratification. The audience is seen to be free to do what they want whether that is rejecting the text or accepting it. The power relies completely within the audience.
  • 7. Audience theory Reception analysis The theory sees the audience as the most active and independent. The audience are said to have complete independence over what they read. Dominant Negotiated oppositional
  • 8. Reception theory Oppositional This is when the reader rejects the media due to political or cultural reasons . Dominant This is when the audience reads the media product the way the producer wanted to. Negotiated When you recognise an understand what the producer wants you to do but adjust it to suit personal circumstances
  • 9. Representation theories Representation theory is the belief that all media products re-present the real world to us, Only showing one version of realty. This can also be shown through how a group of people or person are being presented to the audience. Representation sees us making decisions and judgements on what we see. Stereotyping is used by the media to sell products to a certain group of people by agreeing with the stereotypes.