Audience – the theories and our target audience
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This document discusses several theories about how audiences interact with media: The Hyperdermic Needle Theory proposes that media has the power to directly influence passive audiences. The Lifematrix Theory defines 10 audience categories centered around values, attitudes, and beliefs. The Users and Gratifications Theory argues that individuals actively select media based on their own needs and desires for information, identity, entertainment, and social interaction. The document concludes that the film "In Thus Life" will target audiences aged 16 and older, as it is a horror thriller containing violent scenes, and audiences aged 15 and over have shown greater interest in horrors than other genres.
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Audience investigation
This document discusses several theories of audience analysis:
- The target audience refers to the intended recipients of a media text, defined by demographics and psychographics.
- Uses and gratifications theory examines why audiences consume certain media, such as for entertainment, social relationships, identity, or information.
- Two-step flow theory suggests information spreads from media to opinion leaders and then to less active associates.
- The hypodermic needle model views audiences as passive recipients vulnerable to manipulation by media producers.
- Reception theory holds that individuals interpret media differently based on their own experiences and ideologies.
- These theories can help explain why audiences enjoy horror films, as a safe way to experience violence and share emotions.
Evaulation
The document discusses theories of target audiences and how they were applied to a British crime/gangster film. Graham Burton's theory divided audiences into social groups based on age, gender, ethnicity and media groups based on music, publications, TV and film genres consumed. Fiske added additional factors of education, religion, politics, region and urban vs. rural. For the film, the target social group was males aged 15-21 in Britain. The target media group enjoyed indie music like Arctic Monkeys and read various newspapers appealing to different classes. The film aimed to provide entertainment as suggested by uses and gratification theory, allowing the target audience to escape. It also offered solutions to inadequacies like isolation and confusion as proposed
Audience Research
The document discusses three theories of audience reception of media:
1) Active Audience theory proposes that audiences actively interpret media based on their own experiences and backgrounds. Factors like age, culture, and knowledge can influence audience activity.
2) Passive Audience theory suggests audiences are easily manipulated by media creators and their thinking changed. This is often used to explain influence on certain groups.
3) Hypodermic Model theory likens media to a syringe injecting ideas into a powerless audience. It implies exposure to violent media causes violent behavior, leading some films to be banned.
Audience theory
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
Audience Models
The document discusses audience theory, including passive and active audience models. It describes Maslow's hierarchy of needs and how media texts can aim to fulfill different needs. It also covers primary and secondary audience research methods and the hypodermic and uses and gratification models of how audiences interact with media.
Media effects revision - mass media section A2
This document summarizes four models of media effects:
1) Uses and Gratification Model - Views audiences as active in choosing media to fulfill needs and shape identities. It recognizes audience power but ignores social factors.
2) Cultural Effects Model - Views media as tool of dominant groups to gradually influence audiences based on factors like class, gender, ethnicity.
3) Hypodermic Syringe Theory - Views audiences as passive, with media having immediate effects on behavior. It does not recognize outside influences.
4) Two Step Flow Model - Views influence as from media to opinion leaders to audiences, recognizing audiences are not entirely passive but still assumes media ultimately shapes opinions. It does not fully recognize independent audience views.
Audience theory
Different ways to profile audiences include by class, age, education, status, gender, and interests. Profiling allows film directors to target their marketing towards those most likely to see the film, saving money on advertisements and maximizing profits. Active audiences are more likely to emulate films, while passive audiences are aware films do not promote certain acts. These theories influence age ratings, as older audiences tend to be more passive consumers, while younger audiences are more active. Adorno believed mass media like films and music are designed to appeal broadly and explore themes like politics while being consumed. He is known for views on how the culture industry conveys ideals through media.
Audience Theory
The document discusses three major audience theories:
1) The effects/hypodermic model views audiences as passive recipients who are directly influenced by media messages. It suggests media can negatively impact behavior.
2) Uses and gratifications theory sees audiences as active, using media to meet needs like information, identity, and social interaction. Power lies with audiences who choose what to accept.
3) Reception theory examines how producers encode meaning in media and how audiences can decode it in dominant, negotiated, or oppositional ways based on their own views. It gives audiences more agency than the effects model.
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Audience investigation
This document discusses several theories of audience analysis:
- The target audience refers to the intended recipients of a media text, defined by demographics and psychographics.
- Uses and gratifications theory examines why audiences consume certain media, such as for entertainment, social relationships, identity, or information.
- Two-step flow theory suggests information spreads from media to opinion leaders and then to less active associates.
- The hypodermic needle model views audiences as passive recipients vulnerable to manipulation by media producers.
- Reception theory holds that individuals interpret media differently based on their own experiences and ideologies.
- These theories can help explain why audiences enjoy horror films, as a safe way to experience violence and share emotions.
Evaulation
The document discusses theories of target audiences and how they were applied to a British crime/gangster film. Graham Burton's theory divided audiences into social groups based on age, gender, ethnicity and media groups based on music, publications, TV and film genres consumed. Fiske added additional factors of education, religion, politics, region and urban vs. rural. For the film, the target social group was males aged 15-21 in Britain. The target media group enjoyed indie music like Arctic Monkeys and read various newspapers appealing to different classes. The film aimed to provide entertainment as suggested by uses and gratification theory, allowing the target audience to escape. It also offered solutions to inadequacies like isolation and confusion as proposed
Audience Research
The document discusses three theories of audience reception of media:
1) Active Audience theory proposes that audiences actively interpret media based on their own experiences and backgrounds. Factors like age, culture, and knowledge can influence audience activity.
2) Passive Audience theory suggests audiences are easily manipulated by media creators and their thinking changed. This is often used to explain influence on certain groups.
3) Hypodermic Model theory likens media to a syringe injecting ideas into a powerless audience. It implies exposure to violent media causes violent behavior, leading some films to be banned.
Audience theory
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
Audience Models
The document discusses audience theory, including passive and active audience models. It describes Maslow's hierarchy of needs and how media texts can aim to fulfill different needs. It also covers primary and secondary audience research methods and the hypodermic and uses and gratification models of how audiences interact with media.
Media effects revision - mass media section A2
This document summarizes four models of media effects:
1) Uses and Gratification Model - Views audiences as active in choosing media to fulfill needs and shape identities. It recognizes audience power but ignores social factors.
2) Cultural Effects Model - Views media as tool of dominant groups to gradually influence audiences based on factors like class, gender, ethnicity.
3) Hypodermic Syringe Theory - Views audiences as passive, with media having immediate effects on behavior. It does not recognize outside influences.
4) Two Step Flow Model - Views influence as from media to opinion leaders to audiences, recognizing audiences are not entirely passive but still assumes media ultimately shapes opinions. It does not fully recognize independent audience views.
Audience theory
Different ways to profile audiences include by class, age, education, status, gender, and interests. Profiling allows film directors to target their marketing towards those most likely to see the film, saving money on advertisements and maximizing profits. Active audiences are more likely to emulate films, while passive audiences are aware films do not promote certain acts. These theories influence age ratings, as older audiences tend to be more passive consumers, while younger audiences are more active. Adorno believed mass media like films and music are designed to appeal broadly and explore themes like politics while being consumed. He is known for views on how the culture industry conveys ideals through media.
Audience Theory
The document discusses three major audience theories:
1) The effects/hypodermic model views audiences as passive recipients who are directly influenced by media messages. It suggests media can negatively impact behavior.
2) Uses and gratifications theory sees audiences as active, using media to meet needs like information, identity, and social interaction. Power lies with audiences who choose what to accept.
3) Reception theory examines how producers encode meaning in media and how audiences can decode it in dominant, negotiated, or oppositional ways based on their own views. It gives audiences more agency than the effects model.
Audience profile
This document profiles the target audience for a new media production as primarily male, aged 15-30, from the UK living in an urban environment. They are classified as C2-B socioeconomic status and identify as reformers interested in alternative media. They enjoy movies, literature, video games, and music while disliking pop culture and materialism. Their education level suggests they will engage critically with themes around violence and social issues. Similar films they enjoy are The Expendables, The Dark Knight, and Resident Evil franchises.
Mass media theories
The document discusses several theories on mass media that emerged in the 1930s including the magic bullet theory, limited effects theory, and uses and gratifications theory. It also covers attitude change theories and the spiral of silence theory. Critical theories discussed include technological determinism, the medium is the message, and cultivation theory. Cultivation theory proposes that television cultivates or promotes an inaccurate view of social reality that viewers assume reflects life. The document concludes by asking how media will evolve in the next 10 years.
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The document discusses several theories of media effects and audience behavior:
1) The hypodermic needle theory views audiences as passive recipients who are directly influenced by media messages.
2) Uses and gratifications theory sees audiences as active in choosing media to fulfill needs and goals. It focuses on understanding audience motives and consequences of media use.
3) Preferred readings theory by Stuart Hall recognizes that media texts aim to influence audiences in certain ways but audiences can also interpret messages oppositionally or through negotiation based on their own views.
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This document discusses several theories of audience and media effects:
- The Frankfurt School viewed audiences as susceptible to media messages like a hypodermic needle.
- The two-step flow theory proposes that opinion leaders receive media messages and pass them to others in their social networks.
- Uses and gratifications theory argues that audiences actively choose media to fulfill needs like diversion, social interaction, identity, and information.
- David Morley's reading positions include dominant readings where audiences fully accept the message, negotiated readings where audiences modify the message, and oppositional readings where audiences reject the intended message.
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Audience and media effects theories
The document discusses several theories of media effects and audience behavior:
1) The hypodermic needle theory views audiences as passive recipients who are directly influenced by media messages.
2) Uses and gratifications theory sees audiences as active in choosing media to fulfill needs and goals. It focuses on understanding audience motives and consequences of media use.
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A look at different ways of categorising audiences and how different groups use different media texts
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This document discusses several theories of audience and media effects:
- The Frankfurt School viewed audiences as susceptible to media messages like a hypodermic needle.
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4. Reception Theory examines how individual factors like gender or class influence how audiences interpret and make meaning from media texts.
Media audiences
This document discusses different theories of media audiences, ranging from passive to active models. It begins by outlining Maslow's hierarchy of needs and how media can fulfill different needs. Early theories viewed audiences as passive and heavily influenced, as demonstrated by Nazi propaganda. More recent models view audiences as active, interpreting media based on their own experiences and backgrounds. The two-step flow theory and uses and gratifications model position audiences as both passive and active.
Audincetheory 170328131453
This document discusses several theories about how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media messages, the uses and gratifications model which sees audiences as actively using media to fulfill needs and wants, and reception theory which examines how audiences can interpret media messages in different ways based on their own perspectives and experiences. Cultural effects theory also explores how media can shape societal values from both right-wing and left-wing viewpoints. The document provides examples and details of each theory.
Audience theory
The document discusses Abraham Maslow's hierarchy of needs theory and how it can be applied to understanding consumer and brand motivations on social media platforms. It also provides an overview of Maslow's pyramid model, which places the most fundamental needs like breathing at the bottom and higher-level needs like self-actualization at the top. Additionally, it summarizes theories around passive and active audiences, including the hypodermic needle model and cultivation theory.
Media audiences
Media audience theory has evolved over time from seeing audiences as passive receivers easily manipulated by media (the hypodermic syringe model) to recognizing that audiences are active meaning-makers who bring their own experiences and perspectives. More recent models (uses and gratifications, reception analysis) see audiences as choosing media to fulfill various needs and individually interpreting meanings in texts based on factors like gender, social position and context. No single theory can fully explain the complex relationship between audiences and media.
Evaluation Part 4 and 5: Audience Identification and Appeal
The target audience for the film opening scene was ages 14-30 based on a questionnaire about interest in horror movies. Secondary research confirmed this age range had the most interest in horror. The film was aimed at socio-economic classes B-C1 who would appreciate the intellectual nature of the piece. To attract the audience, the opening scene was made scary according to uses and gratifications theory and Abraham Maslow's hierarchy of needs theory to give viewers a thrill and feelings of fear they don't experience in real life from the safety of their own home.
Audience media presentation
This document discusses audience theory and provides definitions of key terms related to audience and media studies. It summarizes three main theories of how audiences interact with media: the effects model which views audiences as passive, the uses and gratifications model which sees audiences as active, and reception theory which examines how audiences decode intended and alternative meanings. It also outlines Marxist and feminist approaches to media theory.
Audience
This document discusses the short film "Love me or leave me alone" which depicts a teenage relationship. It was directed by Duane Hopkins in 2003 and funded by FilmFour and the UK Film Council. The film follows two teenagers struggling to express their feelings for one another set in a small rural village. It won several awards including Best Short Film at the Edinburgh Short Film Festival. The director went on to write and direct his first feature film in 2008.
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Evaluation Part 4 and 5: Audience Identification and Appeal
Evaluation Part 4 and 5: Audience Identification and Appeal
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Question 4
The student used various media technologies at different stages of their coursework project. In the research and planning stage, they used the internet to research artists and analyze websites, exploring representations and audience interactions. They also found ideas for CD cover designs online. For filming, they used a DSLR camera and tablet to capture footage with different effects. In post-production, Adobe Premiere Pro was used to edit footage and add effects. Adobe Photoshop designed the CD packaging. A Wix website was created to share information about the artist. Evaluation utilized Word, Picktochart, Evernote, PowerPoint and Slideshare to compile and present reflections on the project.
Cd cover analysis and idea’s for my CD
The initial ideas for my cover of a CD through famous examples from the 1980's with classic examples and my invitational idea's
Cd cover analysis
The front cover of the CD features a large yellow sun, likely representing the bright future of the band. It also relates to the space-themed songs on the album. The band members are pictured inside a sardine can, promoting closeness of their music. The text is in a futuristic italic style, hinting at the techno-pop genre of songs. The back cover includes a hand-drawn diagram of a futuristic music video that relates to the album's theme. It shows music tracks being input on the right side where the song list and credits are printed.
Media portfolio – question 1
The student's media product used several forms and conventions from real films to develop their project. They used standard camera shots and rules during filming. Research on film opening sequences helped with editing their title sequence in After Effects, adding distorted titles to introduce the main character. They also used a speeding up technique from "Doctor Who" during a hand transformation scene to add mystery and suspense. The opening uses various camera techniques like low and close up shots to establish the relationship between the main character and killer and show emotion and confusion. Research on techniques and editing helped the film fit into the thriller genre.
Thriller film opening analysis
A power point to the analysis of A view to a kill opening title sequence and the significance of it and how it incorporates to the movies plot.
Directors of thriller films
Alfred Hitchcock was a famous British thriller director who directed iconic films such as Psycho and Vertigo. He began his career in film in the 1920s and had his breakthrough success with films in the 1930s like The 39 Steps and The Lady Vanishes. By the 1940s and films like Saboteur, Hitchcock had become world renowned for his directing skills. He continued working successfully until his death in 1980. The document also briefly discusses the techniques Hitchcock used in famous scenes like the shower scene in Psycho. Quentin Tarantino is another renowned thriller director known for films such as Pulp Fiction, Kill Bill, and Reservoir Dogs. He had immediate critical success with Reservoir Dogs in 1992 and
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6:个人职称评审加20分
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本公司拥有海外各大学样板无数，能完美还原海外各大学 Bachelor Diploma degree, Master Degree Diploma
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留信网认证的作用:
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2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
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本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
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三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
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◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
办理(ucsf毕业证书)加利福尼亚大学旧金山分校毕业证【微信：741003700 】外观非常简单，由纸质材料制成，上面印有校徽、校名、毕业生姓名、专业等信息。
办理(ucsf毕业证书)加利福尼亚大学旧金山分校毕业证【微信：741003700 】格式相对统一，各专业都有相应的模板。通常包括以下部分：
校徽：象征着学校的荣誉和传承。
校名:学校英文全称
授予学位：本部分将注明获得的具体学位名称。
毕业生姓名：这是最重要的信息之一，标志着该证书是由特定人员获得的。
颁发日期：这是毕业正式生效的时间，也代表着毕业生学业的结束。
其他信息：根据不同的专业和学位，可能会有一些特定的信息或章节。
办理(ucsf毕业证书)加利福尼亚大学旧金山分校毕业证【微信：741003700 】价值很高，需要妥善保管。一般来说，应放置在安全、干燥、防潮的地方，避免长时间暴露在阳光下。如需使用，最好使用复印件而不是原件，以免丢失。
综上所述，办理(ucsf毕业证书)加利福尼亚大学旧金山分校毕业证【微信：741003700 】是证明身份和学历的高价值文件。外观简单庄重，格式统一，包括重要的个人信息和发布日期。对持有人来说，妥善保管是非常重要的。
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Audience – the theories and our target audience
- 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.