2. “The hypodermic needle model - The intended message is
directly received and wholly accepted by the receiver.
Two-step flow - The people with most access to media, and
highest media literacy explain and diffuse the content to others.
This is a modern version of the hypodermic needle model.
Uses and gratifications - People are not helpless victims of mass
media, but use the media to get specific gratifications.
Reception theory - The meaning of a "text" is not inherent within
the text itself, but the audience must elicit meaning based on
their individual cultural background and life experiences
Obstinate audience theory - This theory assumes that there is a
transactional communication between the audience and the
media. The audience actively selects what messages to pay
attention to.
The Zimmerman-Bauer - study found that the audience also
participates in the communication by influencing the message.”
3. The target audience is mainly aimed at residents
who were effected by the riots generally, being
from London, Manchester or Birmingham.
However the documentary attracts residents who
live locally in Manchester mainly, this is because
the documentary specifically topics Manchester.
The documentary is aimed at both genders (Male
and Female) ranging from the ages of 18-40. Our
research during a focus group and questionnaire
evidently shows that both genders would find it
interesting at the age of 18 and over. We chose
to range it between these two ages because it
could attract audiences involved, affected or
even interested in the riots themselves.
4. Thissuggests that an intended message is
directly received and accepted by a specified
audience – our documentary shares a direct
message/opinion and instantly draws our
specific audience to follow this and accept
our (the producers’) point of view. This is
less relevant to our media text as our
intended audience is able to have a specific
response either disagreeing or agreeing with
the message being portrayed.
5. The“audience reception” is more relevant to
our documentary. This means our intended
audience focuses on the content of the
documentary. They are then able to read the
media text based on their personal
experiences. Our production group will aim
to portray a certain message/opinion
throughout the course of the documentary,
where the audience will either agree or
disagree, this thus allows our audience to
express different views towards the
production.
