Audiences Theory and Handouts Notes

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  • Audiences are the people that consume the media.
  • Without Audiences there won't be no media. 
  • Media organizations produce media texts to make profit= No audience= No profit.
  • A Mainstream audience means the text appeals to a wide range of people.
  • A Niche audience means the text appeal to a smaller group of people.
  • Crossover audience means that media text has been set to target audience but can still be applying people outside the demographics.
  • Demographics means dividing up the audience into different groups. Such as gender, age, ethnicity, region, nationality socio-economic group.
  • Psychographics segmentation divides the market into groups based on social class, attitudes, values, interest and personality characteristics.
  • Mainstream- SEEK SECURITY
  • Aspires- SEEK STATUES 
  • Succeeders-SEEK CONTROL
  • Resigned- SEEK SURVIVAL
  • Explores- SEEK DISCOVERY 
  • Strugglers-SEEK ESCAPE 
  • Reformers-SEEK ENLIGHTENMENT
  • Fragment audience is the division of audience in smaller groups due to the verity of media outlets. 

Cultivation theory 

  • How television might influence people.
  • Cultivation theorist argue that television have gradual long term effects but they are small and overtime.
  • Cultivation Theorists also argue that these are not actually changes but they just reinforce the norms.
  • Hypodermic needle theory- give normal person with normal opinions media text and it effects their opinions.
  • Cultivation theory is different, it reinforces the idea of liking something over a long period of time.
  • Developed by George Gerbner 
  • Passive audiences that except meaning through media texts. 
Reception Theory

  • Stuart Hall suggest that media text are coded by the creators and decoded by the audiences.  
  •  Reception theory suggest that the audience decode the text in 3 ways, Dominant,Negotiated,Oppositional.
  • Dominant- suggest that they really like something and is similar to cultivation theory.
  • Negotiated- suggest that they like something but they also like another thing. 
  • Oppositional- suggest that the people get annoyed and they like thing to change.
  • The way audience react can also depend on their cultural background
  • This is known as active audience and may be given credit. 
Uses and Gratification Theory 

  • Looks at the audience as an active audience, in another words not how the mass media effects us but how the audience react to it.
  • It suggest that the audience chose the media to watch foe different reasons.
  • The audience will watch the media for five different reasons, such as 
  • Information and education- we use the media to be informed, such as the news and we can be educated through variation of programs, such as documentaries.
  • Entertainment- We as audience like to get entertained by the mass media, which gives us different emotions.
  • Personal identity- audiences look up to character, it suggested that we learn from the people around us, by looking to someone we can inspire to be like them.
  • Integration and social interaction- they take the programs they see and chat about them later, we might get a feeling of imagine community, you get the idea that others are watching it too even tho they are not their.
  • Escapism- we escape from reality to be be someone else and feel like someone else.
The two-step flow theory 

  • This theory acknowledges that communication is more complex process.
  • We are more likely to be influenced by other people rather than the mass media, opinion leader.
  • The two-step theory suggest the opinion leaders pay close attention to the mass media and pass on their interpretation of media messages to others.
  • It suggest that the audience are active participants in the communication process.               

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