Audience

Audience

1. Web 2.0

2. Bandura - Social Cognitive Theory

   • People learn by observing and copying

3. Young and Rubicam

4. Maslow's Hierarchy of Needs

5. Uses and Gratifications

   • Information: we want to find out about society and the world – we want to satisfy our curiosity
   • Personal Identity: we may watch the television in order to look for models for our behaviour
   • Integration and Social Interaction: we use the media in order to find out more about the circumstances of other people
   • Entertainment: sometimes we simply use the media for enjoyment, relaxation or just to fill time

6. Hypodermic Needle Theory

   • The media is like a needle which injects ideas, attitudes and beliefs into the audience who as a powerless mass have little choice but to be influenced

7. Reception Theory

   • Preferred/dominant reading - The preferred reading is the reading media producers hope will take from the text
   • Oppositional reading - Audience members from outside the target audience may reject the preferred reading, receiving their own alternative message
   • Negotiated reading - Audiences acknowledge the preferred reading, but modify it to suit their own values and opinions

8. Cultivation Theory

   • Long exposure over years of actions on TV makes you less sensitive to them (eg. violence)

9. Lull's Social Uses of TV

10. Anderson's Long Tail Theory

    • The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail

11. Moral Panics

    • A moral panic occurs when a “ condition, episode, person or group of persons emerges to become defined as a threat to societal values and interests.“
    • The media plays a big role in enforcing moral panic

12. Perkins

    • There is a grain of truth in every stereotype

13. Life Matrix

    • Tribe wired -Digital, free-spirited, creative young singles
    • Fun/Atics - Aspirational, fun-seeking, active young people
    • Dynamic Duos - Hard-driving, high-involvement couples
    • Priority Parents - Family values, activities, media strongly dominate
    • Home Soldiers - Home-centric, family-oriented, materially ambitious
    • Renaissance Women - Active, caring, affluent, influential mums
    • Rugged Traditionalists - Traditional male values, love of outdoors
    • Struggling Singles - High aspirations, low economic status
    • Settled elders - Devout, older, sedentary lifestyles
    • Free Birds - Vital, active, altruistic seniors

14. Socio-demographics

    • A = Upper middle class
    • B = Middle class
    • C1 = Lower middle class
    • C2 = Skilled working class
    • D = Working class
    • E = Lowest levels of subsistenence

Images and files in the map