This document discusses several theories related to audience and media, including: - The importance of understanding the target audience for media to be successful. Producers use research to appeal to their audience. - Demographic profiles help producers direct their products to specific target groups based on factors like age, gender, education. - Reception theory explores how audiences actively interpret and respond to media in different ways, either accepting or challenging the message. - Uses and gratification theory looks at why people seek out certain media and what needs it fulfills for them, positioning audiences as active rather than passive consumers. - Understanding audience theory is important for effectively addressing the audience through elements of a text like shots, visuals,

1. Audience Theory

2. Why the target audience
for media is important
•The media industry is highly competitive and all media texts are
created with a target audience in mind.
•If there isn't an audience for a media text then it wont be successful
either in getting its message across or, if it is a commercial media text,
making money for the producers.
•Media producers use audience research and analysis to find out as
much as possible about their target audience and make sure research
to ensure production will appeal to them.

3. Demographic Audience
Profile and D1 Scale
•This defines groups based upon age, gender, income, education,
occupation and types of media that an audience consumes.
•This is so the producers can direct their product to a specific target
group.

4. How I am considering my
audience in my film opening
How I will consider my audience for the film opening:
1. Culture - the cultural aspect of the location I am shooting it. As well as
respecting the people the culture as they are part of the target
audience.
2. The target audience e.g. age group
3. Sound track - the sound track will provide a deeper feeling in my film
opening. It will keep the audience interested and focused on the film.
4. Shots - the shots will engage the audience more into my film opening.
They will provide a visual benefit towards my audience as different
angles of the opening will be presented.

5. Technical and Audio
codes
•Camera angles, shots and movement used in a TV programme or film
all help to make it more engaging for the audience.
•Technical Codes: Camera angles, Lighting, Editing
1. Shots
2. Camera movement
3. Editing
4. The pace of the text
5. Lighting
6. Mise-en-Scene
•Audio Codes: Sound, Diegetic, Non-diegetic
7. Sound - diegetic and non diegetic
8. Ambient noise
9. Voice over
10.Music

6. Reception Theory by
Stuart Hall
• This theory explored how people make sense of media texts and
claimed audiences were active not passive. The media texts are
encoded by the producer -
• ACTIVE AUDIENCE engages, interprets and responds to a media
text in different ways and is capable of challenging the ideas encoded
in it.
• PASSIVE AUDIENCE is more likely to accept the message
encoded in a media text without challenge and are therefore more
likely to be directly affected b the message.

7. Uses and Gratification
Theory
Uses and gratification theory seeks to understand why people seek out the
media that they do and what they use it for. UGT differs from other media
effect theories in that it assumes that individuals have power over their
media usage, rather than positioning individuals as passive consumers of
media. UGT explores how individuals deliberately seek out media to fulfil
certain needs or goals such as entertainment, relaxation, or socialising. This
is a approach to understanding mass communication.
This theory focuses on:
1. consumer
2. audience
• Uses and gratification theory can be seen in personal music selection.

8. Why the Audience
Theory is important
It is important to use the audience theory
because it provides an element of thinking
which is developed to look into cultural and
literary theory.
The audience theory helps with addressing the
audience by text, different shots, soundtrack,
visuals, media effects, etc. Communication is
key!