This document discusses key concepts related to media audiences, including different audience reception models and how to categorize audiences. It introduces the hypodermic needle model, which views audiences as passive, and the uses and gratifications model, which sees audiences as active. It also mentions Maslow's hierarchy of needs and the 4Cs model for cross-cultural consumer characterization. The document provides examples of questions that could be used to design a survey to learn about audiences based on these theories and how to position audience members within different frameworks.

1. Key Concepts - Audience
L.O learn concepts and
terminology connected with
Media Audiences
Starter: Give an example of a time when
your thinking about something has been
influenced by the media. Then give an
example of a time your thinking has
influenced your choice of media text.
Synthesize the theories into a survey to find
out more about how to categorize your
audience.
Learn about different
audience reception
models
Hypodermic
needle

2. The traditional segmentation model

3. Market research
companies often
come up with other
ways of segmenting
audience/
consumers

4. Hypodermic Needle Model Uses & Gratifications Model
Audiences are passive
Easily led, influenced & manipulated
Gullible, sheep-like fashion-followers
Media consumption influences
the attitudes and behaviour of
audiences
Sometimes called ‘magic bullet’ theory
Linked to propaganda & advertising
Behaviourist models of human behaviour
Audiences are active in
choosing media for their own
‘gratifications’ (pleasure)
Links to Maslow’s Hierarchy of Needs
Developed by Blumler & Katz
Main reasons for using media:
Personal Identity – to define who we are
(sometimes called self-surveillance)
Information
Entertainment – includes escape, distraction
Social Interaction – to help us socialise with
like-minded people

5. Uses and Gratifications
Read the document, which provides a full walk-
through of the theory applied to television.
Using the different aspects, as applied to
different forms of television, write a list of all the
uses and gratifications you predict are
associated with:
• Watching films
• Watching thrillers specifically

6. MASLOW’S HIERARCHY OF NEEDS

7. (Young & Rubicam’s 4Cs model) cross cultural consumer characterization model

8. Task
• Read through the media pack for Empire
magazine that I have posted on the blog.
• This provides detailed information to
advertisers who might want to place adverts
in the magazine.
• Considering yourself as a film producer, what
use can you make of this information when
‘designing’ your thriller?

9. Designing a survey
When sitting down to design an advert, advertisers
will think carefully about who their target audience
is using a range of different theories and
frameworks. They will design surveys to capture
information which relates to them, for example
posing questions to deduce which of the 4Cs their
potential audience relates to. A survey like this
helped create the Empire audience profile. YOU
need to design your surveys along these lines
(though in a little less detail). How?

10. Example Questions
• What is your occupation?
What information does this instantly give you about your audience member?
In which framework(s) would you be able to position them?
• Show the audience member the cover for a major publisher’s film
magazine (e.g. Empire) and something from an independent
website (e.g. Heyuguys) and see which one they prefer.
Now think: is the audience member ‘mainstream’ or ‘explorer’?
• Rank the following in the order in which they would make you
happiest: friendship, food, health, being creative, the respect of
others.
Now, plot the audience member against Maslow’s Hierarchy of
needs – how do they fit?

11. Lesson 2
• Complete your draft survey.
• Swap with another group and review,
suggesting improvements.
• Write a blog entry in which you ‘justify’ each
question, linking back to an appropriate
audience theory.

12. Homework
• Carry out the survey.
• Get at least 10 responses as a group.
• Complete your questionnaire justification if
you haven’t done it yet.
• To be done by Monday 16th November.