Key Concept 2 Audience

Audience Definition 1. The spectators or listeners assembled at a performance, for example, or attracted by a radio or television program. 2. The readership for printed matter, as for a book.

1. The spectators or listeners assembled at a performance, for example, or attracted by a radio or television program.

2. The readership for printed matter, as for a book.

More definitions Advertising: total number of people who may receive an advertising message delivered by a medium or a combination of media. Communications: total number of readers, viewers, or listeners reached by the appropriate medium.

Advertising: total number of people who may receive an advertising message delivered by a medium or a combination of media.

Communications: total number of readers, viewers, or listeners reached by the appropriate medium.

Two parts to audience studies How they are described and measured. Explain how an audience receives, reads and responds to a text

How they are described and measured.

Explain how an audience receives, reads and responds to a text

Part 1: Describe and Measure Income bracket/status Age Gender Race Location This is known as demographics

Income bracket/status

Age

Gender

Race

Location

This is known as demographics

Income classification Letter code to show their income bracket: A = Top management, bankers, lawyers, doctors and other professionals B= Middle management, teachers, many 'creatives' eg graphic designers etc C1= Office supervisors, junior managers, nurses, specialist clerical staff etc

Letter code to show their income bracket:

A = Top management, bankers, lawyers, doctors and other professionals

B= Middle management, teachers, many 'creatives' eg graphic designers etc

C1= Office supervisors, junior managers, nurses, specialist clerical staff etc

Income classification C2= Skilled workers, tradespersons (white collar) D= Semi-skilled and unskilled manual workers (blue collar) E= Unemployed, students, pensioners, casual workers

C2= Skilled workers, tradespersons (white collar)

D= Semi-skilled and unskilled manual workers (blue collar)

E= Unemployed, students, pensioners, casual workers

Audience reactions AUDIENCE ENGAGEMENT AUDIENCE EXPECTATIONS AUDIENCE FOREKNOWLEDGE AUDIENCE IDENTIFICATION AUDIENCE PLACEMENT AUDIENCE RESEARCH

AUDIENCE ENGAGEMENT

AUDIENCE EXPECTATIONS

AUDIENCE FOREKNOWLEDGE

AUDIENCE IDENTIFICATION

AUDIENCE PLACEMENT

AUDIENCE RESEARCH

Counting Audience Film: Box office receipt Print: Circulation Radio/TV: viewing figures or ratings. BARB

Film: Box office receipt

Print: Circulation

Radio/TV: viewing figures or ratings.

BARB

Part 2: Media Theories how an audience receives, reads and responds to a text

Effects models Explanations of how humans ingest the information transmitted by media texts and how this might influence (or not) their behaviour.

Explanations of how humans ingest the information transmitted by media texts and how this might influence (or not) their behaviour.

Theory 1: The Hypodermic Needle Model 1920s audiences passively receive the information transmitted via a media text, without any attempt on their part to process or challenge the data.

1920s

audiences passively

receive the information

transmitted via a

media text, without

any attempt on their

part to process or

challenge the data.

Criticisms of the theory Ignores the role of the viewer. Assuming a passive audiences. Ignores their previous knowledge. Assuming an the material passes to unconscious behavior unmediated It assumes a homogeneous audience

Ignores the role of the viewer. Assuming a passive audiences.

Ignores their previous knowledge. Assuming an the material passes to unconscious behavior unmediated

It assumes a homogeneous audience

Theory 2: Two-Step Flow Information does not flow directly from the text into the minds of its audience unmediated but is filtered through "opinion leaders" who then communicate it to their less active associates, over whom they have influence.

Information does not flow directly from the

text into the minds of its audience

unmediated but is filtered through

"opinion leaders" who then communicate

it to their less active associates, over

whom they have influence.

Impact of theory The media did not seem to have as much power. Social factors were also important in the way in which audiences interpreted texts. Limited effects paradigm.

The media did not seem to have as much power.

Social factors were also important in the way in which audiences interpreted texts.

Limited effects paradigm.

Opinion Leaders Influence depends on their issue They can be from any level of education and social class Sociable individuals Often develop leadership positions in their social circles.

Influence depends on their issue

They can be from any level of education and social class

Sociable individuals

Often develop leadership positions in their social circles.

Criticisms of the theory Faulty research methods. The theory could not be proven empirically. It was hard to control the factors. There were a lot of possible explanations.

Faulty research methods.

The theory could not be proven empirically.

It was hard to control the factors.

There were a lot of possible explanations.

Results of explanations Non-purposiveness/casualness Flexibility to counter resistance Trust Persuasion without conviction .

Non-purposiveness/casualness

Flexibility to counter resistance

Trust

Persuasion without conviction .

Theory 3: Uses & Gratifications 1960 The first generation to grow up with television The idea that an audiences is not a mass but individuals who actively consumed texts for different reasons and in different ways.

1960

The first generation to grow up with television

The idea that an audiences is not a mass but individuals who actively consumed texts for different reasons and in different ways.

New Notion: the Influentials The influentials today seem to be isolated in the upper class. trend-setters. Group that is first to adopt new technology, and The most efficient media is word-of-mouth

The influentials today seem to be isolated in the upper class.

trend-setters.

Group that is first to adopt new technology, and

The most efficient media is word-of-mouth