Postmodern audiences are media literate and aware of how media constructs messages to influence society. In response, some media producers now acknowledge the audience's awareness by revealing production elements and referencing past iconic media scenes. Audiences also deeply engage with fandoms online, gaining extensive knowledge to discuss with producers and each other. As audiences can now access media on demand and manipulate elements like time, media producers must cater to postmodern audience needs and behaviors.

1. LO: To identify how Postmodern audience engage with
Media texts

2. Audiences
 Postmodern audiences have constantly been
surrounded by media. They are also aware of the how
the media is constructed. Many are aware of the way
in which the media create messages and have a
significant impact on society.
 The audience is no longer impressed by basic SF.
 How does this impact on the media and the way in
which they treat their audiences?
 How are media producers responding to the increasing
demands of the audience?

3. Uses & Gratification Theory
 The theory is based on the fact that the viewer is
acutely aware of the media and is able to use and
decode the messages as they see fit.

4. Recognition of a media literate
audience
 In recognition of how literate the audience is
becoming (some) media producers are becoming no
longer trying hide the construction process of the
product:
 Mrs Browns Boys – frequent cameras on set and
talking to the audience
 Trailer park boys – camera crew enter set – talks
directly to the camera
 Big Brother …

5. Intertextuality
 The media producers are now assuming a higher level
of media literacy by referencing iconic scenes from the
past …
 Family guy
 Scary Movie

6. Fandoms
 Fandoms interact with each other and research their
favourite programmes. They know as much about the
products as the producers do…
 Interactive quizzes have been created on websites and
forums are frequented. Harry Potter is an example of
this. – Cross media platforms
 Through these avenues the audience has a voice.

7. How we use media has changed …
 Cohen: Has identified a new phenomenon in the
history of film, the ‘hyper-spectator’. May have a deep
knowledge of cinema, can reconfigure both the films
themselves and the filmic fragments into new and
novel forms of both cinema and spectatorship, making
use of the vastly expanded access to films arrived at
through modern communications equipment and
media.

8. Anne Friedberg
Concurs with this theory discussing that not only is the
content of film postmodern but also the way in which we
watch films is postmodern. By watching a DVD we can
play with time and space through the use of fast forward
…
Watch when you want!
4on demand ITVplayer

9. Read the resource
 Highlight any key points that have been made and get
ready to discuss why you think they are important

10. Task
 Create a resource to answer the following question:
 How have Postmodern texts catered for the needs of a
postmodern audiences. Base your answers on your case
studies?
 Write the intro and then create a resource which will
help you answer this question.
 List what you would include – your central argument
and your counter argument