2. Audience Theory
Audience: Is a person or group of people who exsperince
something (sight/hear)
Key concepts: The groups or individuals targeted by the
producers as the intended consumers of media text.
Owning to the wide availability of media texts, the
actual viewers, readers or listeners may not be those
originally targeted
Audience studies are usually structured in terms of
gender, age, social and cultural background, and are
concerned with the circumstances in which media texts,
are consumed and the nature and consequences of
consumption
3. Audience Theory
All Media texts are made from an audience
It is important to note who the target audience are
Understanding the audience and their needs help us to
understand the text itself and the creation of it (The
difference with older and younger generation and
internet on mobile phones)
5. Passive Audience
A passive audience will just take it and not ask any
questions about the media they are receiving
Two models and theory’s that are linked with a passive
audience is The Hypodemic Syinge Model, where the idea
is that the media injects ideas into the minds of a
passive audince. And there is the The Two-Step Flow
Theory, where the theory is suggesting that the
audience is more active than The Hypodemic Syinge
Model.
6. Active Audience
Uses and Gratifications theory
This theory assumes an active audience and it does two
things; 1. It provides a use to the audience, i.e it
gives them something they need 2. It gratifies the
audience, or gives them some sort of pleasure
Focuses on ‘what people do with the media’ rather than
what the media does to people
8. Primary Research
Is creating research yourself. This could be by
carrying out interviews and getting people to respond
to questionnaires. It can involve both qualitative and
quantitative research
9. Secondary Research
Involves looking at existing material. It allows you to
look at recourses that have already been created. It
can also involve both qualative and quantitative
research
10. Secondary Research
Involves looking at existing material. It allows you to
look at recourses that have already been created. It
can also involve both qualative and quantitative
research
