Key theory 7 - David Gauntlet - theories of identity

Key theory 7 - David Gauntlet - theories of identity

Audiences are not passive, and media products allow the audience to construct their own identities.
By the way of example, what subcultures exist around
Genres of music
Certain genres of TV show (eg sci-fi)
Certain genres of video game (eg MMORPGs)



This theory is often called the pick and mix theory, where audiences can choose which ideologies suit them and ignore the elements of the product that they do not agree with.

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