audience theory

1. Audience theory.
What is audience?
All mediaproductshave atarget audience.Theyalsosometimestrytoconstruct an audience.
Productshave a mass or niche audience.The producer’stextsneedtoknow the importance of their
audience whenmaking products.
The Frankfurtschool was concernedaboutthe effectsof massmedia.Theyenvisionedthe mediaas
a hypodermicsyringe.The contentsof the mediawereinjectedintothe thoughtsof the audience,
whoacceptedthe attitudes,opinionsandbeliefsexpressedbythe mediumwithoutquestion.
The two step flow.
Developed bylazarsfeldandKatzinthe 1940s and 1950s.
Two steps
First- opinionleadersgetinformationfromamediasource.
Second- opinionleadersthenpassthe information,alongwith theirinterpretationtoothers.
Strengths:audiencesare active andseenaspart of a society.
Limitations:more thantwostepsinthe flow of communications.
Social media(tweets,statuses,photos) re programmesandcausesinformationtotrendisan
example of the evolutionof the twostepflow theory.
Usesand gratifications.
Duringthe 1960s as the firstgenerationtogrow upwithtelevisionbecame grownups.Itbecame
increasinglyapparentto mediatheorists thataudiencemade choicesaboutwhattheydidwhen
consumingtexts.
ResearchersBlumlerandKatzexpandedthistheoryandpublishedtheirownin1974 statingthat
individualsmightchoose anduse atextforthe followingpurposes.
1. Diversion- escapefromeverydayproblemsandroutine.
2. Personal relationships- usingthe mediaforemotional andotherinteractione.g.substituting
soap operasforfamilylife.
3. Personal identity- findingyourself reflectedintext,learningbehaviourandvaluesfrom
texts.
4. Surveillance- informationwhichcouldbe useful forliving e.g.weatherreports,financial
news,andholidaybargains.
Since thenthe listof usesand gratificationshave beenextended,particularlyasnew mediaforms
have come along.
Analysisof the audience forthe spice girls- wannabe.
Uses andgratification Example How doesitappeal to the
audience?

2. Diversionentertainmentand
escapism
Music videosare a formof
diversion,youjustwatchthem
and stopdoinganythingelse.
Women,younggirls,bythe
use of outfitsanddance
routines.
Personal relationships Superfanswouldknow all
aboutthe performers
Posters,fanmagazinesand
calendarswouldbe sold.
Personal identity Harassingpeople causing
mischief andbeingdisruptive.
Teenage girlscouldmimictheir
actionsor follow theiractions.
Surveillance and information. n/a n/a
David Morley
In a significantstudyof audienceresponsestoapopularnewsmagazine programme inearly1980s,
the nationwide audience DavidMorleysuggeststhatthere are three maindifferentkindsof reading
audience members canproduce.
 Dominantreading
The readersharesthe programmescode andfullyacceptsthe programmespreferredreading.
E.g. BBC news
 Negotiatedreading
The readerpartlysharesthe programmescode andbroadlyacceptsthe preferredreadingbut
modifiesitinaway whichreflectstheirpositionandinterests. E.g.the majorityof newsoutlets
say that a situationisworse thanitis or don’tcompletelyrefertobothsidesof the story.
 Oppositionalreading
The readerdoesnot share the programmescode and rejectsthe preferredreading,bringingto
bearan alternative frameof interpretation. E.g.LouisTheroux programmesaboutgetting
opinionsonbothsidesof the debate andrelatingtoouropinions.