Audience are the people who consumer different media products, consisting of people of different cultures, ages and genders who all create different target audiences for the producers.
A select group of people you wish to please with your media content
A variety of different groups you can belong to - audiences can enjoy different genres
Active and Passive consumption -
Something you do rather than something you are - not necessarily actively consuming but passively absorbing
Passively absorbing - Injecting ideas or views into the minds of the audience - hypodermic needle theory, copy cat theory - controlling the way people behave
Examples: adverts on bus stops, radio on in the background, adverts next to YouTube videos, product placement in films
Hypodermic needle model - no filter between cause and effect the media causes/has an impact
Video games make people violent
This approach suggests the media can have a powerful impact on audiences. The 'injected' audience is seen as powerless to the effect if its influence.
Trendsetting - media sets trends
Copy Cat theory - suggested presumption that an audience would copy what they see - links with murders that were influenced by A Clockwork Orange.
Desentisation - the more you are exposed to something the less you react to it, sex/violence, this links in to an assumption that there is too much sex and violence in the media
Actively consuming - audience have a role in understanding the text - Stuart hall theory
paying to go to the cinema, to a concert, recording a tv program
The rise of the internet led to a more active view of audiences.
Reception theory - more individual
Stuart Hall - encoding/decoding theory - preferred, negotiated, oppisitonal readings of media texts
Blumler and Katz - uses and gratification theory- splits media into four categories -
Entertainment and diversion - to escape, fill time, distract them
Personal relationships/social interaction - enhance and build relationships, shared experience to go to cinema
Personal identity - media injects back to you - you can relate to characters within media texts
Information/education - we go to media with a requirement/to be educated further
Pick and Mix reader - David Gauntlet -
A consumer you pick and chose what you do and don't want.
A theory of the internet age - picking out of multiple google search results
They pick what media and messages they consume (actively deciding)
David Buckingham - the creative audience -
The media is used to help young people make sense of their daily lives, to experiment with new identities and allemate realities. it is now a wallpaper, a wall of noise to fill down time.
Interactions are meaningless
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