AUDIENCE THEORY
1. What, or Who, is an audience?
An
audience is a gathering of listeners; the people addressed by a piece of media
such as a newspaper, magazine, television, DVD, radio or the internet. Any
device such as a mobile phone, ipod are also able to carry and distribute the
media texts. A media text is planned with a specific audience in mind, our
music video is targeting youths and young adults, we are likely to have video
published on YouTube and high status channels such as MTV.
2. Audience Research 1 - Demographics
This
is a statistical data relating the population and popular groups within it,
they define these groups by their income and status. It is clear to see by
looking at the chart below that our music video will be targeting Group B –
“Creative and media people” and Group E “Unemployed, students, pensions, casual
workers”. This is due to us appealing to people who tend to watch music videos
of unique style e.g. media people and also those youths who tend to be
unemployed or students.
These
demographics are based on the National Readership Survey’s social-economic
grades – www.nrs.co.uk
3. Audience Research 2 - Psychographics
This is the study and classification of
people according to their attitudes, aspirations and other psychological
criteria, allowing an assessment to be made on their viewing and spending
habits.
The advertising agency Young and Rubican
invented a successful psychographic profile known as their 4C’s Marketing Model
– www.4cs.yr.com
4C = Cross Cultural Consumer
Characterisation
4. Hierarchy of Needs
American psychologist, Maslow suggested we
all have different layers of needs and that we have to achieve a certain amount
until we move onto the next layer. The necessities are be able to eat and sleep
in safety before we move onto more complex needs e.g. getting married.
The top of his pyramid states ‘Self
actualisation’, which is the realisation or fulfilment of one’s talents and
potentialities.
Maslow's theory can be seen to be related to media, particularly advertisers and institution that carry advertising. These advertisers and institutions must know how to grab the audience's attention by certain media texts by increasing their self esteem and earning the respect from others if they consume these products.
5. Audience Research 3
Specialist companies often investigate audiences in order to retrieve necessary information about them to report back to media producers. Audiences, however, have been proven to be far too sophisticated and are undifferentiated to a media stimulus - they are in fact, passive. Audience is an unquestioning, powerless mass that have no choice but to be influenced. The pre-conceptions of the audience can act as a powerful filter of media messages. However, this theory has been judged for being too simplistic and does not take into consideration people's individuality.
6. Audience Theory 2 - Cultivation Theory
This theory also treats the audience as passive, suggesting that repeated exposure to the same message (advertisement) can put an imprint into the audience's attitudes and values. De-sensitisation = makes someone feel less shocked or distressed at scenes of cruelty, violence or suffering by over exposure to such images. However, this theory has also been judged as there is no real evidence that this leads audiences to being less shocked by real violence/killings.
7. Audience Theory 3 - Two Step Flow Theory
Katz and Lazarsfeld assume a more active audience, suggesting that the messages from the media move in two different ways. Individuals who are opinion leaders receive messages from the media and pass on their on interpretation in addition to the actual content. It is filtered through the opinion leaders who then pass it on to a more passive audience. The audience mediate the information recieved directly from the media with the ideas and thoughts expressed by opinion leaders and that is how it turns out to be a 'two step flow', not a direct process. This can be compared to Twitter where we are able to 'Follow' people and see the latest 'Trends', all these influences have an effect on our attitudes towards media text.
8. Audience Theory 4 - Active Audiences
This is the active audience is newer and more realistic than the older model- it sees the audience as individuals who interact with the communication process and use media texts for their own gratification and purposes.
"We behave differently because we are different people from different background with many different attitudes, values, experiences and ideas"
9. Audience Theory 5 - Uses and Gratifications Model
This model suggests that media audiences are active and make active decisions about what they consume in relation to what they appeal to (socially, culturally). This also shows that certain groups are isolated, whereas others are grabbed depends on what they like (e.g. music genre). Blumier and Katz summed this up:
"Media usage can be explained in that it provides gratifications (meaning it satisfies needs) related to the satisfaction of social and psychological needs"
Audiences choose to watch programmes that make them feel good, our music video will have elements of escapism and feminism within it and our target audience will watch it to gain a sense of gratification as well as information.
Blumier and Katz (1975)
- Surveillance: our need to know what is going on (in relation to Maslow's security theory). Also able to keep up to date with dangers and news in order to satisfy our curiosity and feel safer. In link with our music video, it will be a very modern take on the song we are doing, our audience may appeal to it simply for curiosity of what costumes we will be wearing.
- Personal Relationship/Social Interaction: our need to interact with others. Our audience for our music video may form a virtual relationship with the character in our video as she/he may sympathise with them.
- Personal Identity: our need to define our identity and sense of self. Our music video is completely in link with this criteria, as it is based on youths discovering their true selfs and the conflict between teenager and adult.
- Diversion: the need for escape, entertainment and relaxation. Our music video will hopefully bring a sense of satisfaction to our viewers and they will enjoy watching it recreationally.
