Say's that in the online age, it is getting harder to identify a stable audience.Mass, Niche, mainstream and alternative.
Stuart Hall
Encoding decoding text, preferred/negotiated, oppositional readings.
Denis McQuail
Uses and gratification theory (audiences consume media texts for surveillance, personal identity, personal relationships, escapism/diversion. definition of 'Popular culture' as 'low' culture, not for the elite, bur for 'common' people.
Len Ang
Detailed that media producers have an imaginary entity in mind before the construction of media product. ''Audiences only exist as an imaginary entity, an abstraction, constructed from the vantage point of the institution in the interest of the institution''
You must detail the social demographic of your target audience, gender, age, ethnicity and social class.
John Hartley
''Institutions are obliged not only to speak about an audience, but crucially, for them to talk to one as well; they need not only represent audiences but to enter into relation with them''
Institutions must produce
''Invisible fictions of the audience which allow the institutions to get a sense of who they must enter into relations with'' e.g they must know their audience so they can target them effectively.
Hypodermic
The Marxist theory, which was championed by theorists such as Adorno, assumes a direct stimulus-response relationship between audiences reactions and the consumption of media texts.
Criticisms:
Does not allow the resistance or rejection of media texts.
Elitist
Simplistic
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