All posts tagged Audience

Media Coursework Research- Target audience and Theory

Published October 7, 2011 by Shanice Butler A2 Media Studies

Using the results from my Questionnaire I need to think about the range of groups  that have responded and about the essential habits, behaviors, likes and dislikes so I can market to them effectively.When I finally have to start making my final products I have to make sure that I consider my target audience and that it is appropriate due to the fact that if my film was aimed at young children at a PG -12 rating there would be no extreme use of bad language or violence. Although to interest the adults I could include some themes that would be exciting for them so I don’t limit my audience. As the Fantasy genre is aimed at all types of audiences I would like mine to be for young teens to adults.

The next part of Audience research that I am going to do is on theories and there are three main ones.


Audience Theory 

The Hypodermic Needle 

This theory was the first attempt to explain how mass audiences might react to mass media. It suggests that audiences passively receive the information transmitted via a media text, without any attempt on their part to process or challenge the data. The theory was developed in an age when the mass media were still fairly new where radio and cinema were less than two decades old. This may still work but everyone is effected in different ways.

The Two Step Flow 

The Two Step Flow theory suggests that we are more likely to be effected by media if we discuss it with others because other opinions could be different to your ideas,so you are more vulnerable to influence not by a direct process, but by a two-step flow. Therefore we are receiving them being expressed by the opinion leaders.

Uses and Gratifications

According to this we all have different uses for the media and make our own choices on what we want to watch. During the 1960s, as the first generation to grow up with television became grown ups, it became increasingly apparent to media theorists that audiences made choices about what they did when consuming texts. Some used it to:

  • Escape everyday problems and routine
  • Personal relationships
  • Personal Identities- learning behavior and values
  • Surveillance-information which could be used for living e.g Weather reports, holiday bargains and News.