A PowerPoint which is about audience theories and what our target audience will be for our film.

1. AUDIENCE – THE THEORIES AND OUR TARGET
AUDIENCE.
B Y R Y A N P A R S O N S A N D S H A U N H A R D W I C K

2. THE HYPERDERMIC NEEDLE THEORY
This theory was first developed when the film industry first
began in the 1920/30’s. The idea of this is that the media
is like a syringe which is injecting idea’s, attitudes and
beliefs into an audience who are a powerless mass and
have little choice but to be influenced by the media.
This theory has been popular in violence films. Several films
have been banned in the past as it was believed that they
may encourage people to copy what is done in the films.
Many have seen this theory to be simplistic as it does not
take in to account of people’s individuality.

3. LIFEMATRIX
This theory has grown out of marketing research. It defines ten different
audience categories which are centred by values, attitudes and beliefs. The
categories are:
Tribe wired – Digitally, free spirited, creative young singles
Fun/Atics – Aspirational, fun-seeking, active young people
Dynamic Duo’s – Hard driving, high involvement couples
Priority parents – Family values, activities, media strongly dominate
Home soldiers – Home centric, family-oriented, materially ambitious
Renaissance Woman – Active, caring, affluent, influential mums
Rugged Traditionalists - Traditional male values, love of outdoors
Struggle singles – High aspirations, low economic status
Settled elders – Devout, older, sedentary lifestyles
Free birds – Vital, active, altruistic seniors

4. USERS AND GRATIFICATIONS
According to this theory, we all have different uses for the media and that
we all make choices over what we want to watch. In this model the
individual has the power to select the media text.
Information – To find out about society and the world. For example the
News
Personal identity – People may base their behaviours and life style on
characters from the Television.
Entertainment – Viewing media for enjoyment.
Integration and social interaction – Using the media to find the
circumstances of other people. People may talk to others about the
programmes.

5. OUR FILM’S TARGET AUDIENCE
Our film “ In Thus Life” will be aimed at the intended audience from the age
of 16 years old and older as our film is a Horror thriller so there will be
scenes of violence through out the film. Our target audience is from 15
years old and over because younger people are now more interested
with horrors than any other type of film and that people may become
more interested in thrillers.