Audience Theory

Key Concepts

Audience

We have considered how media producers research their audience but how do audiences use media texts?

As media consumers we access the media in different ways and for different reasons.

You might use the internet to research for homework projects, to socialise with friends over MSN or to keep updated with all your friends on facebook, to roam the net for the cheapest car insurance or to play games. 

In the 1970's two media theorists: Blumer and Katz produced a theory that categorised how and why people use media texts. Essentially they argued that audiences interact with the media in order to be satisfied in some way. We may all use the internet but we may all have different reasons for doing this. Their theory led to the Uses and Gratifications model (that we use the media in order to be gratified) and there are 5 main reasons why people consume media texts.

1 - to gain information (information)

2 - to be entertained (entertainment)

3 - to identify with characters/ situations (personal identity)

4 - to socially interact with others (social)

5 - to escape from their troubles (diversion)

How do the following media texts relate to the uses and gratifications model?

a) The News

b) Big Brother

c) Hollyoaks

d) The Simpsons

It might be that one text can provide several means of gratification so it could be argued that the quiz show 'Who wants to be a Millionaire'  provides entertainment, diversion, information, personal identity (you might identify with the contestant) and social as you may play along or discuss a particular show with friends.

Consider how and why you consume different media texts. 

Audience

Key Concepts - Audience

Why is it important to study audience in Media Studies?

In order for media products to be successful the potential audience for that product must be researched. To make this clearer it is useful to separate the different mediums - 

Film

Radio

Newspapers

Internet

Magazines

TV

Let's consider the medium of magazines in relation to audience. There are about 2,800 consumer magazines produced in the UK. This includes titles such as ELLE, Heat, Red, FHM etc. This is a very competitive market and the only way to make sure the magazine sells is to ensure there is an audience/consumer for that product. Media producers spend a lot of time, effort and money finding out who their audience is.

What do you like?

Consider what kind of media consumer you are. What are your favourite:

Films?

Magazines?

TV programs?

Radio shows?

Video games?

What factors do you think influence your choices?

Age

Gender

Class

Ethnicity

Background

Lifestyle

Occupation

Income

Education

These are just some of the categories that media producers put audiences in to in order to create an audience profile. This helps to shape the product for a target audience and to create marketing strategies. For example: if I was to create a new consumer magazine for the target audience of middle class females aged between 18-25 and research in to this group indicated that they were interested in relationships, fashion and celebrity gossip I would not have a feature on the front cover about Cbeebies or DIY and I wouldn't advertise the magazine on TV on a weekday 3.30pm during CITV.

Target Audience

The target audience will usually be quite specific. This is not to say that if you do not fit in to the target audience you will not enjoy/buy/watch the media product. There may be a secondary audience. So the magazine Closer probably has a target audience of women aged between 17-27 with interests in celebrity gossip, fashion and relationships however that does not stop my boyfriend from picking it up and having a good read!

Camera Terminology

Media Language

Camera shots

Extreme long shot 

Long shot

Mid shot

Medium close up

Close up

Extreme close up

Point of view shot

Two shot

Establishing shot

Over the shoulder shot

Aerial shot

Wide shot

Camera Angles

High angle

Mid angle

Low angle

Canted angle

Camera Movements

Pan - tripod still, camera swivels

Tilt - tripod still, camera tilts 

Zoom in/Zoom out - camera still

Crab - camera moves right/left

Track - camera moves forward/backwards

Handheld camera

Stedicam

Media Language

Media Language

Reading signs

Introducing terminology

We all read signs everyday. It might be a traffic signal or a warning sign. Even our remote controls have symbols that we read and interpret. 

Denotation and Connotation

If the denotation is what we see, the connotation is what it could mean or suggest.

Let's take the traffic signal above, the denotation would be an image of a green man but the connotation is pedestrians can walk. On the warning sign the denotation is a large apostrophe but the connotation would be danger. On the remote control the sign for record (connotation) is signified by a red dot (denotation)

When it is raining the denotation would be the rain, the water droplets falling from the sky but the connotation might be sadness, misery. Or, if it begins raining in a film the connotation could be romance (during a romantic scene) or could indicate something ominous (during a horror scene).

The weather is often used in film to signify the mood or for dramatic emphasis.

Sign, signifier, signified

If the sun was a sign, the signifier would be the large burning light and a happy ending might be what is signified.

If we thought about a cross as a sign -  the signifier would be two lines crossed and religion, sacrifice, Christianity would be what is signified. However, this is also a cross: x and the signifier and the would be the same but the signified has changed, now what is signified could be a kiss, wrong answer, toxic depending on the context of the sign.