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G.U.Y - Lady GaGa (Institution (Regulation (E.g. Napster - sued by…

- - - - Media has been made by a few for the mass
      - Promotions can reach millions of viewers, quick, easy, cheap and EFFECTIVE
      - Platform for image management
      - Increase fan base
        
        Gaga has a huge fanbase on all social media platforms
- - - - Two-Step model (Katz and Lazarsfeld)
      - Received message through 'opinion leaders'
    - - Hypodermic Needle Model
  - - - Diversion
      - Surveillance
      - Personal relationships
      - Identity
  - - - Reception Theory (Stuart Hall)
        
        Preffered
        
        Negotiated
        
        Oppositional
    - - Online reviews
      - Newspaper reviews