Audiences Theory and Handouts Notes
- 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.
- 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.
- 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.
- 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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