This document discusses audience theories and types of audiences. It outlines ways to find out about audiences through surveys, interviews, and research. There are two main types of audiences: mass audiences, which have broad appeal and include mainstream shows like EastEnders; and niche audiences, which are smaller and more loyal to specific programs like those found on BBC Four. The document also summarizes Blumer and Katz's uses and gratifications theory from 1974, which proposes that people use media for diversion, surveillance, entertainment, personal identity, and personal relationships.

1. AUDIENCE THEORIES
Kerry Findley

2. Finding out the audience
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To find out the audience, you can carry out a
number of things to find out things what appeal
to them:
Surveys
Interviews
Research

3. Types of audiences – Mass
audience
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There are different types of audiences. For
example there are Mass audiences and Niche
audiences.
Mass audiences have a broad range of viewers
and a lot of people will watch them
The film maker will then have to put things into the
film what will appeal to everyone
Media producers will do this by consuming
mainstream popular texts
An example of TV shows what has a mass
audience is Eastenders or a Premier Football
match

4. Types of audiences – Niche
audience
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Niche audiences are a lot more focused on a
particular type of people
Niche audiences are smaller but are very
influential
The audiences are normally loyal and
dedicated to watching the program or film
BBC four is an example of having a Niche
audience as their programs are mainly for
people who have an interest in artistic
programs

5. Audience Theories – Blumer &
Katz
In 1974 Blumer and Katz developed a theory called
Uses and Gratifications. This theory suggests that
people use the media for the following reasons:
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Diversion (Escapism) – People use the media to escape from
their everyday lives
Surveillance – Using the media to gain specific knowledge
and information
Entertainment – Using the media for fun and to get out
entertainment from using it
Personal identity – when people create their own
identity, being influenced by the media, e.g. a specific band or
celebrity
Personal relationships (social interaction) – going to watch
something because of your friends or family are watching it or
wanting to go see a film