AUDIENCE – THE THEORIES AND OUR TARGET AUDIENCE.

B Y R Y A N P A R S O N S A N D S H A U N H A R D W I C K

THE HYPERDERMIC NEEDLE THEORY

This theory was first developed when the film industry first began in the 1920/30’s. The idea of this is that the media is like a syringe which is injecting idea’s, attitudes and beliefs into an audience who are a powerless mass and have little choice but to be influenced by the media.

This theory has been popular in violence films. Several films have been banned in the past as it was believed that they may encourage people to copy what is done in the films.

Many have seen this theory to be simplistic as it does not take in to account of people’s individuality.

LIFEMATRIX

This theory has grown out of marketing research. It defines ten different audience categories which are centred by values, attitudes and beliefs. The categories are:

Tribe wired – Digitally, free spirited, creative young singles

Fun/Atics – Aspirational, fun-seeking, active young people

Dynamic Duo’s – Hard driving, high involvement couples

Priority parents – Family values, activities, media strongly dominate

Home soldiers – Home centric, family-oriented, materially ambitious

Renaissance Woman – Active, caring, affluent, influential mums

Rugged Traditionalists - Traditional male values, love of outdoors

Struggle singles – High aspirations, low economic status

Settled elders – Devout, older, sedentary lifestyles

Free birds – Vital, active, altruistic seniors

USERS AND GRATIFICATIONS

According to this theory, we all have different uses for the media and that we all make choices over what we want to watch. In this model the individual has the power to select the media text.

Information – To find out about society and the world. For example the News

Personal identity – People may base their behaviours and life style on characters from the Television.

Entertainment – Viewing media for enjoyment.

Integration and social interaction – Using the media to find the circumstances of other people. People may talk to others about the programmes.

OUR FILM’S TARGET AUDIENCE

Our film “ In Thus Life” will be aimed at the intended audience from the age of 16 years old and older as our film is a Horror thriller so there will be scenes of violence through out the film. Our target audience is from 15 years old and over because younger people are now more interested with horrors than any other type of film and that people may become more interested in thrillers.