This document discusses different types of audiences and media. It defines primary audiences as the target group a media product aims for, and secondary audiences as others outside the target group. It contrasts passive media, which audiences consume without interacting, from active media which audiences interact with and control how they use. It also discusses uses and gratification theory about how audiences use media to fulfill needs, and the hypodermic needle model of passive audiences being easily influenced.

1. DIGITAL MEDIA SECTORS &
AUDIENCES
TYPES OF AUDIENCE

2. PRIMARY AUDIENCE
 Primary Audience is the Target Audience who the media product is
aimed at. SECONDARY AUDIENCE
 Additional Audiences not in the target group who get dragged
in.
PASSIVE MEDIA
 Audience does not interact with Product but accepts the media
message
ACTIVE MEDIA
 Audience interacts with the product and has control over why hey use
media

3.  It suggests the audience uses the media to fulfil needs,
pleasure and motivations:
 Diversion.
 Personal Relationships & Social Interaction.
 Personal Identity.
 Surveillance.
USES & GRATIFICATION THEORY

4. HYPODERMIC NEEDLE MODEL
 Audience are passive, easily lead, influenced and manipulated.

5. WHAT IS ANOTHER NAME FOR A PRIMARY
AUDIENCE?
Target Audience

6. GIVE SOME EXAMPLES OF PASSIVE MEDIA
ACTIVITIES
 Listening to music online.
 Reading newspaper.
 Reading news and information online.
 Ordering online.
 Selling and buying on EBay.
 Watching the Television.

7. GIVE SOME EXAMPLES OF ACTIVE MEDIA
ACTIVITIES
 Interacting with new media, reading books and magazines,
watching television and film, and listening to radio.
 An active media consumer must have the capacity for scepticism,
judgement, free thinking, questioning, and understanding.

8. 5.
 Newspapers
 Magazines
 Textbooks and story books
 Social media; skyping, YouTube, google.
 Listening to music online.
 Reading newspaper.
 Reading news and information online.
 Ordering online.
 Selling and buying on EBay.
 Watching the Television.