How do you attract your target audience?

 Genre and generic conventions

 E.g. horror attract a relatively young audience

Hypodermic needle theory

Putting logos onto events
Aspirational TV advertising
Putting messages onto passive audiences

Propaganda

Advert: John
Lewis Christmas

Uses and

Gratifications
Looks at an active audience
How they react and what they watch

 Inform and educate – documentaries and news Blue Planet

 Entertainment – blends into a lot of other genres such as comedy and drama Friday Night Dinner

 Identity – mimic famous and idols Geordie Shore

 Integration and social interaction – feel a part of a community East-Enders

 Escapism – immerse into a type of media The Avengers

3 possible audience readings

1. Dominant
2. Negotiated
3. Oppositional