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Pharrell Williams (Audience (Targeting (Demographic audience profile (A -…

- - - - Two-Step model (Katz and Lazarsfeld)
      - Received message through 'opinion leaders'
    - - Hypodermic Needle Model
  - - - Diversion
      - Surveillance
      - Personal relationships
      - Identity
    - - Celebrity endorsement
      - Presenter
      - Interactivity
      - Scheduling time
  - - - Reception Theory (Stuart Hall)
        
        Preffered
        
        Negotiated
        
        Oppositional
    - - Online reviews
      - Newspaper reviews
- - - - 'global juke-box'
      - Access to audience is maximised
      - Opportunities for the dispersal and distribution of product seem infinite
      - Multi-platfrom bases
      - Even independent unsigned artists can flourish e.g. Lilly Allen, Artic Monkeys
      - The return of underground and subcultures (Long Tail theory)
      - 'Fan armies'
      - Easy access/ purchase
      - A proliferation of 'shop-windows'
      - Fansites enable fan-communities to form
      - Participatory cutlure