Gender and ethnicity- in both Glee and 90210 the cast is multicultural more so however in Glee. I can look at how the ideologies of the different ethnic characters within the text are constructed, why that's so and what attracts the youth audience to these ideologies.
Ethnography-
They make sense of media texts according to their social position (in terms of their identity) – and their gender, race, class etc.
Audience theories-
Uses and Gratification-
The audience is seen as active, and reasonably intelligent. Life experience in general is regarded
as more influential than experience of media. The pleasures that the media offer audiences are not regarded as negative!
Hypodermic Needle-
Just like the syringe used to inject a drug into a body, the media ‘injects’ messages directly into the minds of the viewers/listeners/readers; and they can be as addictive as heroin.
This approach draws attention to
The power that media producers have, and to the importance of the forms of media to which audiences have access The ‘injected’ audience is seen as passive and powerless. This model is mostly used when the effects of media on women or children are the subject of research. The way people use media remains unaccounted for.
Genre theories-
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