Component 2 | Section B: Audiences Key Theories & Application

Jenkins | Participatory Culture Theory

Audiences actively engage with media, create content, and share it (not passive consumers).

How to Apply Participatory Culture Theory to Barbie & Iron Claw

• Barbie (2023) TikTok trends & AI Selfie Generator allowed fans to create and share content.

• The Iron Claw (2023) gained traction on Letterboxd & Reddit, where fans discussed the film and created memes.

Shirky | End of Audience

Traditional passive audiences are gone. People now curate their own media using social media & streaming.

How to Apply Barbie & Iron Claw to End of Audience Theory

• Barbie (2023) spread through TikTok challenges, viral memes, and audience-created content instead of traditional ads.

• The Iron Claw (2023) relied on Reddit and Letterboxd word-of-mouth instead of mainstream promotion.

Hesmondhalgh | Cultural Industries

Media companies reduce risk by using franchises, multi-platform releases & delayed streaming.

How to Apply Cultural Industries Theory to Case Studies

• Barbie (2023) delayed streaming to extend box office profits before HBO Max release.

• The Iron Claw (2023) used a limited theatrical release before streaming to build hype among niche audiences.

Curran & Seaton | Media Power

Large corporations dominate media, but independent companies use niche platforms to survive.

How to Apply Media Power Theory to Barbie & Iron Claw

• Barbie (2023) had global marketing, cross-brand deals (Zara, Xbox, Mattel), and a massive promotional budget.

• The Iron Claw (2023), from indie studio A24, used smaller marketing strategies targeting film festivals and online film communities.

Katz & Blumler | Uses & Gratifications

People consume media for entertainment, identity, interaction, or escapism.

How to Apply Uses & Gratification Theory to Case Studies

• Barbie (2023) was watched for fun, nostalgia, and feminist themes.

• The Iron Claw (2023) appealed to wrestling fans for its realism and drama, while others watched for emotional storytelling.

Stuart Hall | Reception Theory

Audiences interpret media differently based on personal experiences.

How to Apply Reception Theory to Case Studies

• Barbie (2023) was seen as empowering by feminist audiences but criticised by some for being "too political."

• The Iron Claw (2023) was praised by wrestling fans for its authenticity, but some casual viewers found it too niche.