Audience in Media

"GEARS" is the term that defines an audience by gender, ethnicity, age, region and socio-economic group

Loius Vuitton- Aspirer, fashion forward brand

Apple- Mainstream + Aspirer, expensive but popular
Kellogs- Mainstream, well known cornflakes
Ethnical Brands (Fairtrade)- Reformer, give back to the environment

It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications