Dyer's Utopian theory involves the idea that audiences consume media texts and products with a clear set of pleasures to draw from the experiences. Dyer suggests that audiences turn to media texts to make up for the deficiencies that they inherit in their lives, and to fuel their obsessions of keeping up with society. This can be linked to the Uses and Gratifications theory as it involves the idea that audiences choose to consume media texts to gratify their own pleasures. This clearly suggests that audiences wish to escape reality through the consumption of media texts and products where the media world represents an ideal world.
"The notion of entertainment as in some sense utopian - expressing ideals about how human life could be organized and lived - is implicit in what the most widespread assumption about entertainment, namely, that it provides 'escape' Entertainment offers the image of 'something better' to set against the realities of day-to-day existence."
This shows the way in which audiences rely on Utopian solutions as a tool for escapism and entertainment.
There are three suggested reasons as to why audiences choose to consume media texts which are due to to Social tension, Inadequacy and Absence. These three reasons are all generated by reality, which shows that the consumption of media provides audiences with a 'Utopian solution'
The table below clearly presents the way in which audiences substitute their own reality for a Utopian solutions and the way that audiences respond and view real life issues.
Advertising Psychology
The psychology of adverts is the meaning behind the advert and usually effects specific groups of people depending on the target audience. Applying advertising to Utopian solutions, it serves as a form of escapism. This is because the audience will view high quality products or service being advertised and wish to acquire them and keep up with the lifestyle. Advertising is particularly important in selling lifestyles to the audiences and selling them an experience by glamouring the product or service. Advertisements will aim to come across as trendsetters where audience will try to keep up to date.
The audiences will aim to be superior to others or part of a superior group.
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