Audience Theory Models

This is concerned with what people do with the media. (Active) There are four major types

• Reinforce personal identity by comparing our own roles with similar roles in the media
• Need for companion ship and interaction
• The need to be informed
• The need for entertainment and diversion

This was developed by Blumer, McQuail and Brown

Reinforce Personal Identity 

• Escapism, violence/action - other interests may include action movies
• Aspirational -> tough gangster (Psychographic profile)
• Fighting Evil -> Nico does not want to be a gangster in the game
• Nico's experience mirror the gamers, e.g. he is new to Liberty City

The need for companionship and interaction 

• Fan sites e.g. GTAforums.com - game discussions 
• A 'must play' game est 6 million copies sold
• 'Watercooler' moment

Need to be informed

• Vice, ganger -> representation through mediation
• NYC, large, crime, corruption
• Use of Satire, makes fun of capitalism, violence is fun. Crime pays! US corrupt

Need for entertainment and diversion

• An entertainment medium, cinema
• exciting, power/control themes associated with gangster genre e.g. aggressive language, NY setting, guns, crime 
• Narrative - 'Rise to Power' 
• Iconography