Media Theories
Pick and Mix Theory
This theory suggests that audiences are sophisticated and use texts to satisfy their own particular needs. They pick bits out of the text that they can relate to and are appropriate to them and their lives and ignore the rest.
Values, Attitude and Lifestyle
If the producer knows which values the audience prioritise in their lives, what attitude they take on the topic and what lifestyle they lead, they will be able to address this. The use of certain themes and conventions throughout the text can gratify the audience by getting to grips with the audience's VALs (Values, Attitude and Lifestyle).
Innovator - These consumers are on the leading edge of change, have the highest incomes and such a high self-esteem and abundant resources that they can indulge in any or all self-orientations.
Thinkers - The high-resource group of those who are motivated by ideals. Mature, responsible and well-educated professionals. Practical consumers and rational decision makers.
Believers - Low-resource group of those who are motivated by ideals. Predictable consumers who favour local products and established brands.
Achievers - High-resource group that are motivated by achievement. Successful and work-oriented.
Strivers - Low-resource group of those who are motivated by achievements. Values similar to achievers but have fewer economical. social, and psychological resources.
Innovator - These consumers are on the leading edge of change, have the highest incomes and such a high self-esteem and abundant resources that they can indulge in any or all self-orientations.
Thinkers - The high-resource group of those who are motivated by ideals. Mature, responsible and well-educated professionals. Practical consumers and rational decision makers.
Believers - Low-resource group of those who are motivated by ideals. Predictable consumers who favour local products and established brands.
Achievers - High-resource group that are motivated by achievement. Successful and work-oriented.
Strivers - Low-resource group of those who are motivated by achievements. Values similar to achievers but have fewer economical. social, and psychological resources.
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