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AudienceTheory Target Audience Active/Passive

Hypodermic Needle

Uses & Gratifications

Reception Theory: Encoding/Decoding

4

"media texts will never be successful unlessthey target the needs or desires of an

audience"

Theme

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Target

Audiences:

Media producers andinstitutions viewaudiences as a massrather than individuals.

They will however have a'typical' audience memberin mind....

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Who are the target audiences for these

trailers? And how do you know?

https://www.youtube.com/watch?v=Ys-mbHXyWX4https://www.youtube.com/watch?v=MZoO8QVMxkk

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Audience Demographics

Where do you think the 'Age of Ultron' & 'Boyhood'

audiences might fit? Where does your teaser trailer fit?

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Hypodermic Needle Theory

....suggests that audiences passively receive theinformation transmitted via a media text, withoutany attempt on their part to process or challengethe data.

This theory suggests that, as an audience,

we are manipulated by the creators of mediatexts, and that our behaviour and thinkingmight be easily changed by media-makers.

ie, Watching violent films can make you violent(Jamie Bulger killings)

(Adorno & Horkheimer, 1970s)

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Graeme Burton:

Suggested that audiences can be split into2 groups.

Social Group Media Group

According to Burton,Social groupingconsists of age and

gender.

&AgeRace

Gender

Location???

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What would make up an audience members media grouping?

Media Grouping?

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Media Grouping?

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MASSMAINSTREAM/

NICHE

Define these audience types (also consider where they watch

media texts)

???

ALTERNATIVE

What films/genres might fit into these audience types?

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Mainstream, Alternative or Niche?

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Mainstream, Alternative or Niche?

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Mainstream, Alternative or Niche?

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Mainstream, Alternative or Niche?

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Mainstream, Alternative or Niche?

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Who were your target audience? Be specific (identity/demographics)!

How did you construct and aim your product to suit them (audience

pleasures??)

THINK ABOUT YOUR PLANNING AND RESEARCH!!(surveys,questionnaires, feedback etc)

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Watch another group's Teaser

trailer and identify who the targetaudience is, and how they

targeted it.

Give the trailer a mark out of 10 in

terms of how well they targeted

their audience. Also give a WWW& EBI.

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Watch this teaser trailer

Identify:

The Target Audience - Demographic

The type of audince it will attract

How the audience is targeted

Any intended audience pleasures

http://www.youtube.com/watch?v=PCd9GGtRq3Y

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Take notes, and constantly try to relate what you are finding

out to your own production:

Active/Passive audiences Encoding/Decoding - Reception Theory

Uses and Gratifications theory

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Reception TheoryExtending the concept of an active audience still further, the way individuals

received and interpreted a text, and how their individual circumstances(gender, class, age, ethnicity) affected their reading.

Stuart Hall's encoding/decoding modelis a theory on the relationship

between a media text and an audience.

The text is encodedby the producer, and decodedby the reader, and theremay be major differences between two different readings of the same code.

However, by using recognised codes and conventions, and by drawing uponaudience expectations relating to aspects such as genre and use of stars, theproducers can positionthe audience and thus create a certain amount of

agreement on what the code means. This is known as a preferred reading.

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(Denis McQuail, 1987)

!

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Detail what your audience might identify with within your product.

(audience identity)

Did you try to project certain ideas at your audience through your

production?

Did you try to make them feel, think or respond in a certain way?

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Essay Question (25 Marks)

Analyse your A2 production in relation to

Audience Theory.

Spend 30minutes completing the above

question.

REMEMBER TO INCLUDE AUDIENCE

THEORYand make good use of Media

Language.

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