GCSE Media Studies,

1. Audiences

2. How we use or read a text depends on who we are.
We all see things differently. We all love certain
types of film and music and hate other forms for
example.
Media Institutions use this knowledge when they
create their products for us. They can challenge
what we think or make more of what we love.

3. Audiences are different and in media studies we
Media are particularly interested in the target
audience. This is the audience that media producers
aim their product at.
Media Institutions often put their audiences into
categories depending upon their social, ethnic or
economic backgrounds. This is called Demographics.
They use this to work out how to best target their
shows and products.
Of course this is not an exact science but look at the
following advert and think about how different
demographic groups may respond to it.

5. An old lady may think....
A black teenager may think.....
A white middle-aged plumber may think......

6. Media producers have a profile of the group and
individuals whom they see as their intended audience.
A film about teenagers will have a target audience of
teenagers. The Harry Potter films will have children
and the family as the target audience.
For any media text we ask who is the target audience
for this text. Then we have to ask what sort of
audience is the target audience? Is it a mass
audience?

7. Student Notes
Mass Audience:
Niche Audience:

8. Every media is aimed at an audience!
Student Notes
Think about mobile phone companies how do
you think the following companies may have
different audience, and how the company may
target them?
•China Mobile
•SmarTone
•PCCW

9. Student Notes
Different Ways to Read a Text
The makers of the product being advertised and the
company who designed the advert itself will be aware
of the polysemic range of meanings in it. This
means that the product may be read in different ways
by different people. We all see what we want to
see.
This can be both a strength and a weakness. Give
reasons why.
Strength
Weakness

10. Now watch the following advert and see if you can “read” it
in different ways.

11. Student Notes
Preferred or dominant
reading (the one that the
advertiser most wants you to
see)
Oppositional (The message
or reading the advertiser
doesn’t want you to see)
Negotiated reading (where
you see both readings and
agree on middle ground)

13. Student Notes
Just why do we watch Big Bang Theory?
• Media Theorists Blumler and Katz presented their model of audience uses
and gratifications declaring that there were five main reasons why
audiences consumed media text.. Could you give examples of tv
programmes or films that you match each idea?
To be informed and
educated
To identify with characters
and situations
To be entertained
To be able share the
experience with others
To escape from the real
world

14. Student Notes
Activity
1.Choose a television programme you like. Break down what exactly you like
about the programme.
2.What particular features do you identify with?
3.What things particularly attract you about this programme?
4.Now try and work out who the producers think is the target audience - is it
you?
5.How big is this audience?

15. Model Response:
1. The Gadget Show (Channel 5 Monday 8pm)
2. The female presenter
3. The new technologies / experiments, mobile phone technology and the
interactivity options such as competitions, website and twitter
4. Male dominated audience aged 18-30
5. 1.72 Million (Oct 2009)

16. Audience Controversies
• Some people are very concerned about the
effects of the media on society and on young
people in particular.
• They worry that we watch the sex and
violence and may copy what we see. It is as if
we have been injected by a big hypodermic
syringe by its ill effects.