Richard Dyer

Thinks that audiences want media products that offer them Utopian solutions to their problems.

Dyer’s Utopian theory is linked with the Uses and Gratifications theory:

- audiences consume media products with a clear set of pleasures to draw from that experience

- Utopian theory = gratification that allows people to escape from their real lives

- reality = full of negatives and unfullfilment

- the ‘mediated‘ world represents an escape