David Gauntlett's 'Pick and Mix' Theory

David Gauntlett’s ‘pick and mix’ theory

This theory understands the autonomy of the audience. It counteracts the theory that all audiences are affected by what they read. Gauntlett focuses on the way magazines and adverts attract and represent audiences.

His suggestion is that audiences are sophisticated and use texts to satisfy their needs – they pick the specific texts that suit them and ignore the others. Thus challenges the theory that women, for example, will be affected by the unrealistic images they see on magazine covers, and when they read the magazine, they will only pay attention to the topics that relate to them personally.