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Lesson 4 - Media Audiences

Audiences are important for media organizations to make profits through advertising or subscriptions. New technologies have impacted traditional media by giving audiences more options to access media in different ways. Media institutions make money through subscription fees or advertising targeting mass audiences or niche groups. Audiences can be passive, directly accepting media messages, or active in interpreting messages in personally meaningful ways based on their needs and experiences.

Education◦
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Introduction To Audiences. Mass and Niche Audiences. Active and Passive Audiences. Uses and Gratifications Theory. Audience Segmentation and TV Scheduling.
Audience  An individual or collective group of people who read and consume any media text.  Examples: Radio Listeners, TV Watchers, Newspaper Readers, Web Traffic on Websites.
Why is audience important?  Without audiences there would be no media  Media organisations use audiences to make profit- No audience= no profit  The mass media is becoming more competitive than ever using new ideas to attract audiences in many different ways in order to stay profitable
The Impact of New Technology  Old Media (Radio, Television, Newspapers) which used to attract large audiences now has to work harder to maintain audience figures.  Digital Technology and the introduction of new media means that audiences now use media differently.
How do Institutions make money?  Subscription Fees- TV license, Sky/ Virgin Subscription Fees, Netflix Subscription etc.  Advertising- TV, Magazine, Newspapers, Websites, ‘Free’ Apps
Types of Audience  Mass Audience  Niche Audience
Mass Audience  Often termed broadcast audience.  Those who consume mainstream or popular texts such as soaps or sitcoms.  Media and communication that targets a very large audience (men, women, children, adults)
Niche Audience  Much smaller but every influential .  A Niche audience is a small and select group of people with a unique/specific interest.
The Passive Audience  For many years there was an assumption that the media had a direct effect on its audiences  Audiences are Passive in the way the receive media messages.  They are accepting of the messages given out by the media without question.  There is no doubt media has an effect on audiences.  Advertising is a prime example in which companies spend billions each year trying to persuade audiences to purchase a product or service.  This links to the ‘hypodermic needle’ effect in which the media is seen to drip feed information to audiences.
Example Of Passive Audience  War of The Worlds- Sunday 30th October 1938.
Example Of Passive Audience  Panorama- 1957- Documentary about Spaghetti Crops
Active Audiences  In the 1940’s and 50’s, American researchers showed that audiences use defence mechanisms to resist media messages.  Rather than being passive they are active in their interpretation of media messages?  Not ‘what does the media do for people’ but ‘what do the people do for media’  Audiences may choose to come to a negotiated reading of particular messages.
Active Audiences  Examples of readings Preferred Reading: One that the producer intends for the audience to have. Negotiated Reading: the audience accepts some aspects of the message but may question others. Oppositional Reading: The audience does not agree with the message. Aberrant Reading: The audience misunderstands the meaning of the intended message.
Uses and Gratifications  This theory is based on the belief that audiences have certain needs which they seek to satisfy in the media.  There is an assumption that people read/listen/watch certain texts for particular reasons.  Diversion: the need to escape from everyday worries  Personal Relationships: for having a sense of being part of a community. For companionship  Personal Identity: making a comparison with your own situation  Surveillance: seeking information about the world
Task. Use what we have learnt today to complete the tasks on the hand out.