Hart said that "Texts need audiences in order to realise their potential for meaning. So a text does not have a single meaning but rather a range of possibilities which are defined by both the text and by its audiences. The meaning is not in the text, but in the reading"

Abercrombie (1996) said "Audiences are not blank sheets of paper on which media messages can be written; members of an audience will have prior attitudes and beliefs which will determine how effective media messages are"

Baker said this "The key ideas about media audiences that you should remember are these:
The media are often experienced by people alone. (Some critics have talked about media audiences as atomised- cut off from other people like separate atoms)
Wherever they are in the world, the audience for a media text are all receiving exactly the same thing."

Gauntlet said that To explain the problem of violence in society, researchers should begin with that social violence and seek to explain it with reference, quite obviously, to those who engage in it: their identity, background, character and so on.

The Ritual approach attempts to suggest some common threads among many, if not most, of the genre audience. Their intention is to find links between culture and texts, and attempt to answer what role genre texts play in genre audiences’ lives. The approach is somewhat anthropological and redefines the relation between reader and text from one of aesthetic consumption to one of ritualized practice.