This response applies theories of audience to a coursework production, discussing the targeted audience, how the product was received, and reflections on targeting audiences in new media. Paragraph 1: Introduce the media product and discuss who was targeted as the audience. Explain how demographic or psychographic factors were considered to appeal to this audience. Paragraph 2: Discuss how the product was actually received or might be received by audiences. Consider both intended and alternative readings using concepts like negotiated or oppositional readings. Reference examples from the product. Paragraph 3: Reflect on the challenges

1. Read through the feedback from your practice answer from last week.
What worked well:
• Good understanding of media theory
• Some showed progress in the use of P.E.A – examples were more
detailed (in some instances).
• Some real media texts were referenced in comparison. MORE
NEEDED PLEASE!!
• Introductions are concise and to the point.
Even better if:
• Theory was not always appropriate. You should be selective about
what you discuss. Do you have a strong point to make about
Mulvey’s theory or are you just throwing it in to try and show off
your knowledge – this will not get you extra marks!
• Some still need to reference specific, relevant examples that are
discussed in detail. MICRO ANALYSE!
• No conclusions – need to practice writing within the time frame.

2. What one target do you
need to set yourself for your
next practice exam answer?

3. Group 1
• Fatima
• Chloe
• Brandon
• Sulieman
• Abigail
Group 2
• Troy
• Indiya
• Kenya
• Ryan
• Mujo
• Enid
Task:
Sit as a group.
Chose a partner and swap
answers.
Identify one paragraph that
you feel needs more
development.
Discuss with that person
how they could improve that
paragraph.
Now based on the feedback
from Mrs Jones and your
partner, re write one
paragraph with the aim of
using theory, PEA and micro
analysis in detail.
Task:
Sit as a group.
Read through your
feedback.
Find one paragraph that
either:
Uses a theory
inappropriately
Describes a theory in too
much detail.
Is missing detailed
examples (own, from real
media texts or both)
Rewrite

4. Audience
What audience theory can you
think of that could be applied to
your work?

5. Look over the theories on
the sheet in from of you.
Which ones are applicable
to your own work?

6. The idea of audience is changing…
• Julian McDougall (2009) suggests that in the
online age it is getting harder to conceive a
media audience as a stable, identifiable group.
Many argue that an audience is just a
hypothetical group of people imagined for the
sole purpose having a target for a media
product.

7. Hypodermic Needle Theory
• The Hypodermic Needle Theory, also known
as the Magic Bullet Theory, was the first major
theory concerning the effect of the mass
media on society. Originating in the 1920s, the
theory was based on the premise of an all-
powerful media with uniform and direct effects
on the viewer or audience. (i.e. information is
injected into audiences)

8. Target audience
Secondary audience

9. •Demographics
•Psychographics

10. Uses and
gratification theory

11. David Morley
Reception theory

12. In your group, discuss the following:
• How did you identify your audience?
• Who was your target audience?
• How was the product received by your audience?
• Who might have an oppositional reading of your
media text?
• How does your audience identify with your media
product?

13. Suggested structure – Q1b) Audience
• Intro – outline what you have created.
• Who have you targeted? Explain how.
• How was your product received by an audience?
• How does your use of narrative/medium/mise-en-
scene/character representation appeal to or represent an
audience?
• What does this suggest about your audience? (Link to Julian
McDougal’s theory that web 2.0 is making it difficult to contain a
specific audience) What are the positives and negatives of this?
• Conclusion – Reflection on the successes of targeting a specific
audience. Link to how you feel this medium will target audiences
in the future (consider that we are active not passive audiences –
challenges hypodermic needle theory and how McDougal’s theory
will impact).

14. Suggested structure – Q1b) Audience
• Intro – outline what you have created.
• Who have you targeted? Explain how.
• How was your product received by an audience?
• How does your use of narrative/medium/mise-en-
scene/character representation appeal to or represent an
audience?
• What does this suggest about your audience? (Link to Julian
McDougal’s theory that web 2.0 is making it difficult to contain a
specific audience) What are the positives and negatives of this?
• Conclusion – Reflection on the successes of targeting a specific
audience. Link to how you feel this medium will target audiences
in the future (consider that we are active not passive audiences –
challenges hypodermic needle theory and how McDougal’s theory
will impact).

15. 9.55 30 minutes
Q: Apply theories of
audience to one of your
coursework productions.