This document provides audience profiles for three movies - Iron Man 3, The Lego Movie, and Love Actually. It then discusses the hypodermic needle theory of media effects. The rest of the document outlines uses and gratifications theory and how it applies to gaming for information, personal identity, social interaction, and entertainment. It concludes with a brief discussion of consumer generated content and mods/fan art, and the advantages to media producers and motivations for audiences to generate this type of content.

1. Theory-Audience
Harvey Hyde 

2. Audience Profile
Iron man 3
• Primary Audience
– Teenaged & young adult
males 16-34 appealing
through action, comics
and reviews
• Secondary Audience
– 6-11 boys appealing
through colours,
violence and
superheroes

3. Audience Profile
Lego Movie
• Primary Audience
– 6-11 Males appealing
through colours, action,
and childish nature
• Secondary Audience
– Parents who bring their
children to the cinema
or by the film to
connect with their child

4. Audience Profile
Love actually
• Primary Audience
– 24-38 females
affiliating with a
romantic side of the
female
• Secondary Audience
– Family 16-64 M/F as
people will come
together to watch the
film at Christmas time

5. Hypodermic Needle
• Definition
– Using emotion to manipulate an audience into
believing in a certain event or situation
• Example: in 1938 a radio channel announced a
war against human and aliens causing
thousands to panic not mentioning it was in
fact untrue to manipulate an audience into
believing something that was not

6. Uses and Gratifications Information
• Information: Gaming
-finding information on relevant events (E3)
-seeking advice or help with decision
making(Research before buying a game)
-Satisfy curiosity (Gameplay)
-To learn and self education
-Gaining a sense of security through knowledge
(Concluding a storyline or achieving a goal)

7. Uses and Gratifications Personal
Identity
• Personal identity: Gaming
-Reinforcing personal views (Talking to online
players)
-Developing behavioural traits (Playing a game
long enough to gain an online personality)
-Identify with valued other in the media
(Following in the footsteps of major
gamers/streamers)

8. Uses and Gratifications Integration and
Social Interaction
Social interaction: Gaming
• Gaining insight into the circumstances (Talking about
the game online or with friends)
• Finding a basis for conversation and social interaction
(Using the game as a topic of conversation)
• Having a substitute for real life companionship
(Meeting new friends online)
• Helping to carry out social roles (Chatting and
socializing and meeting up online )
• Connecting with family, friends and society (Showing
friends and family the game if appropriate and
connection through it)

9. Uses and Gratifications Entertainment
• Entertainment:
• Escaping or being diverted from problems
(involving yourself into a fantasy world or lore)
• Relaxing (Sitting and playing not worrying about
studies/work)
• Cultural or aesthetic enjoyment (educating
yourself through a storyline)
• Filling time
• Emotional release

10. Consumer Generated Content
• Example
– Mods
– Fan art/content
• What are the advantages to media producers?
– Effortlessly widening advertising range
– Can hire the content generator for their talent
– To gain money by using the content
• Why would the audience generate content?
– To show appreciation
– To be noticed for their talent
– To feel a sense of belonging