The document discusses several topics related to audience analysis and uses of media: 1) It provides profiles for the primary and secondary audiences of different media, such as teenagers and adults for one, children and adults for another, and older teenage girls and women for a third. 2) It defines the "hypodermic needle" effect as audiences immediately believing and accepting what they are told by the media, and provides a historical example from 1938. 3) It discusses how a person uses various media platforms like BBC news, Wikipedia, Facebook, Spotify, and Netflix for purposes like finding information, entertainment, social interaction, and personal identity and growth. 4) It also covers the concept of consumer-generated

1. Theory- Audience
Reed Cunningham

2. Audience Profile
• Primary Audience
The primary audience would be for
older teenagers and adults 16-40
and mainly for men
• Secondary Audience
The secondary audience

3. Audience Profile
• Primary Audience
– The primary audience would
be for children 5-12
• Secondary Audience
– The secondary audience would
be the adults who go with the
children and anyone who grew
up playing with Lego

4. Audience Profile
• Primary Audience
– The primary audience
would be females who are
older teenagers 16-18 and
who are adults 18-44
• Secondary Audience
The secondary audience would
be women who are 45-64 and
middle aged men

5. Hypodermic Needle
• Definition
– Where an audience immediately believes and
accepts what it is told by the media
• Example
– In 1938 there was a radio broadcast which stated
there was an alien invasion which caused people
all around America to panic believing it was real

6. Uses and Gratifications Information
I use the BBC website and I watch BBC news to
find out information and to see what is
happening around the world, or if I wanted to
find out information about a celebrity I would
use Wikipedia to find that out this allows me to

7. Uses and Gratifications Personal
Identity
Throughout growing up you learn you start to
pick things up from them and sometimes they
can be bad and whereas other times they can be
good, then further in life you start looking up to
celebrities or sportsmen/ sportswomen for me I
personally look up to footballers as the have
trained for so long to get to where they are

8. Uses and Gratifications Integration and
Social Interaction
I use things such as face book or snapchat if I
ever want to talk to friends this allows me to talk
to them for long periods of time without
actually being face to face

9. Uses and Gratifications Entertainment
As entertainment I use YouTube which I use to
watch things such as gaming videos as some are
entertaining, I use spotify to listen to music as
music which I enjoy. I also use Netflix which
allows me to relax as im watching something
and not doing any work

10. Consumer Generated Content
• Example
– Youtube- users on youtube can create their own content and by making their own
content it allows them to make money
– Instagram- users can submit images, wavering their ownership of allowing instagram to
use them pictures for commercial use
– Little Big Planet/ Disney Infinty- users are given a wide variety of tools which then they
can use to make content for the game
• What are the advantages to media producers?
– The advantages of this is that the consumer can feel free to do what ever they want and
they don’t feel limited it also allows for example Little Big Planet the game will all ways
be updated with new and interesting levels which keeps the game alive.
• Why would the audience generate content?
– They would generate content because it allows the users to make money and
be known by a lot of people this allows them to make even more content as
they know people like what they are doing.