Media Audiences

Media Audiences

1. Reception Theory (Stuart Hall)

   • Hall said that there are 4 ways that a media text can be read
     • Preffered
       • You read the text in the way that is intended
     • Aberrent
     • Oppositional
       • You read the text opposite to how it is intended to be read.
     • Negotiated

2. Active and Passive reading

   • Two Step Flow
     • People's opinions are formed from what others tell them from a media product as opposed to being formed by what the media tell them
   • Hierarchy of needs
     • Maslow's Hierarchy of needs has 5 different tiers with the bottom being what is most important to us. The hierarchy displays needs that need to be fulfilled and in turn are the motivation for our actions
   • Uses and Gratification
     • The media we consume has to fill one of the 4 criteria for the uses and gratification theory
       • Identify
         • The product contains a character that the viewer shares values with
       • Educate
         • The product provides information, knowledge and understanding of something
       • Entertain
         • The product is fun to consume and offers an element of escapism
       • Social Interaction
         • The product provides topics of conversation between other people
   • Hyperdermic needle
     • Audiences accept what the media tells them

3. Primary and Secondary Audiences

   • Primary
     • Primary Audiences are the target audiences for a media product
   • Secondary
     • Secondary Audiences are groups of people outside of the primary audience who consume a product

4. Psychographic and Demographic

   • Psychographic
     • Psychographics are profiles that are based upon psychological things
       • Interests
       • Values
       • Beliefs
       • Ideologies
   • Demographic
     • Demographics are profiles based upon physical things
       • Age
       • Gender
       • Social Class
       • Sex
       • Education
       • Income
       • Occupation
       • Religion
       • Marital Status