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Audience
Key Concepts in Media Studies
Who are the audience?
Who is the spectator?
Who controls the audience?
Who has the power?
Is the message a drug?
Hypodermic Theory
The media injects the audience
The media controls the message
  and influences the audience




     Nazi propaganda in the 1930s and 1940s…
The audience is weak and
vulnerable, easily led, drugged,
dumb, and duped.
The audience must be protected from the
          power of the media.
What do you think?
Can you see any problems with the
hypodermic model?
Does this model view the media in
positive, negative, or neutral terms?
What view of the audience is
promoted by this model?
Uses and Gratifications Theory
Meaning isn’t fixed and determined
Meaning can be negotiated
 or encoded/decoded
What THEY think it
means and what YOU
  decide it means
But who are THEY? And
    who are YOU?
How do YOU use
  the media?
How do YOU use
      the media?
•   Education
How do YOU use
      the media?
•   Education
•   Escapism or stress release
How do YOU use
      the media?
•   Education
•   Escapism or stress release
•   Information
How do YOU use
      the media?
•   Education
•   Escapism or stress release
•   Information
•   A means of self-identification
How do YOU use
      the media?
•   Education
•   Escapism or stress release
•   Information
•   A means of self-identification
•   A way to belong to a group or society
How do YOU use
      the media?
•   Education
•   Escapism or stress release
•   Information
•   A means of self-identification
•   A way to belong to a group or society
•   Sexual stimulation
Is the actual audience
     the same as the
 intended audience?
CULTS
Niche
audiences
 Fragmented
  society…
GENERAL
                 INTEREST
                 … is there
                  any such
                  category?
Life Magazine…
Family viewing
Fan fiction…
Home movies…
  Blogging…
 Podcasting…
DO IT
YOURSELF
 YOU are the
media AND the
  audience(s)
Review

•   What are the two main theories of audience
    we discussed today?
•   Write a sentence to characterise each one
•   What are the main problems with each?
•   How many different forms of DIY media can
    you think of?

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