Some say that media audiences are extremely passive, as the hypodermic syringe theory suggests, and accept whatever is offered to them by producers. In terms of men's lifestyle magazines, it can be said to be an outdated theory as there are a variety of men's lifestyle magazines on offer, each with their own niche or angle. For example, Men's Health focuses primarily on sports and fitness, while GQ tends to focus on money, sex and fashion, so not all men share the same personal ideologies. However Althusser, using the concept of "interpellation", argues that the public is "hailed or summoned by ideologies that recruit us as their 'authors'" and by this he means that the concept of ideology puts the public in a "position of recognition" .and the chain of ideology, so without realizing the concept would not work without said audience. But at the same time some say that there is clearly a following of social and fashion trends, hence why metrosexuality has become. so popular after men's lifestyle magazines shifted their focus from traditional masculine topics to more feminine ones. So, magazines must have played a role in this social change, but the question is to what extent and whether the audience has chosen to follow the trend or has been indoctrinated to do so. David Gauntlett (2002) thinks that the audience is the reader's identity which is not given to them but which is instead constructed and negotiated, therefore to say that the audience follows whatever it is. magazine tells him it's just not right; it is the accumulation of exposure to the same messages over time that makes them part of the ideology. The readers ultimately become the ideology and it is a constant cycle of conforming to the beliefs of the dominant