3. Blumler and Katz – Uses and Gratifications Theory:
Different audiences gain different pleasures from a media text:
can be enjoyed via diversion or escapism
can use surveillance to give information to audiences
can also be discussed on forums and blogs as a form of developing personal relationships
Personal identity can be developed with audiences who relate to certain characters more than others

4. Stuart Hall – Audience Positioning and Dominant, Negotiated, Oppositional Readings:
Dominant Reading: the audience uncritically accepts the preferred (or intended) meaning of the text.
Negotiated Reading: the message is partly accepted and partly rejected.
Oppositional Reading: the audience rejects the message.

9. Reasons for a website

11. Audience and the Katy Perry and Bruno Mars Websites
Which groups are targeted most prominently by the Katy Perry Website and how?
Which Groups are targeted most prominently by the Bruno Mars Website and how?
Based on the NRS Social Grade, the Katy Perry Demographic is?
Based on the NRS Social Grade, the Bruno Mars Demographic is?
How can you apply the Uses and Grats Model to Katy Perry Website?
How can you apply the Uses and Grats Model to Bruno Mars Website?
What are the dominant, negotiated and oppositional reading of the Katy Perry Website?
What are the dominant, negotiated and oppositional reading of the Bruno Mars Website?
How is the audience active in their consumption of the two websites?
How do the websites appeal to an audience?
What is aspirational about the websites?
How might an audience consume the websites? How does this change the outcomes for the audience?
How do the websites appeal to fans?
In what ways might the audience interact with the websites?
How do the websites fulfil the ‘needs’ of the audience?
What is the purpose of music industry websites?
What are some of the design features that help engage an audience?