Preferred reading: 16-40 year olds in groups E, D and maybe C2 of the socioeconomic scale.
- Uses and gratifications: will look on the website for information about new films/books/CD's etc, also may look for entertainment reasons.
Oppositional reading: people aged 50+, and people who are higher up the socioeconomic scale.
Negotiated reading: people who are slightly young or slightly older than the intended age.
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www.club18-30.com
Preferred reading: 18-30 year olds, groups E and D of the socioeconomic scale.
- Uses and gratifications: will look for information about holidays, also for social integration as they will probably chat with friends about it.
Oppositional reading: people aged 40+ and are higher up the socioeconomic scale, strong religious believers.
Negotiated reading: people who are slightly younger as they may be planning for the future, and the same for people who are slightly older.
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www.asos.com
Preferred reading: 16-30 year olds, groups D and C of the socioeconomic scale. Men and women but mostly women as there is more available for them and women are the stereotypical shoppers.
- Uses and gratifications: they will visit the website for information about the latest clothes and maybe for personal identity.
Oppositional reading: people who are relatively young or quite a bit older. Also people towards the high end of the socioeconomic scale.
Negotiated reading: people who are slightly older or slightly younger.
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