Richard dyer and audience theory
Transcript of Richard dyer and audience theory
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Dyer’s 3 ingredients 1. The star as Construction• A star is created by record labels successful marketing• Advertising, Product, placement, TV, Radio, Newspapers
• They create an image of the star• Signature pose/hair/look/clothing
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2. The Star as Commodity• The record company want to make the most money out of the
artist• Merchandise• Getting the audience to become the star and look like them
• Audience buy merchandise to look like them
Dyer’s 3 ingredients
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3. The Star as an ideology• All artists have a belief or value attached to their image• This belief is called ‘ideology’• Artists sell this ideology as part of their image
Dyer’s 3 ingredients
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Uses and Gratifications• The theory that audiences use media texts in order to fulfil
pleasures and basic needs such as:• Escapism• Education• Personal identification• Personal relationship
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Two-Step Flow• The theory suggesting that there are opinions leaders within
society who can influence opinions and attitudes of the public.
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Hypodermic needle • The theory that proposes media messages can be ‘injected’
into the audience and influence people to act a particular way.
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Desensitisation • The theory that implies that overexposure to certain messages
and values can influence the audience to accept them. For example, an air-brusher image of a celebrity on the front cover of a magazine can influence women into believing that that is the definition of beauty and this is how women everywhere should look.
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Maslow’s Hierarchy of needs• The theory that there are five layers of basic needs that all
humans possess:• Physiological (food, shelter, sleep)• Safety• Social needs (love and belonging)• Esteem• Self –actualisation