Audience

Audience 

Hypodermic syringe

Cultivation / drip drip 

Marxist Hegemony  

Liberal Pluralism 

Uses and gratification 

Schadenfreude

Stuart Hals reception theory 

Maslows hierarchy of needs

Audience is either PASSIVE (being controlled)

or ACTIVE (being in controlled)

and they apply to the theorys

Passive 

Hypodermic Model

Here, the message in media texts are injected into the audience by the powerful, syringe-like media.The audience is powerless to resist therefore, in the media works like a drug and the audience is drugged, addicted, doped or duped

Relation to music video- Happy, positive and colours of yellow.

Cultivation / drip drip  

Slowly introducing the ideas of a theme. Not extreme and will slowly accepted/ long term idea it into society. For example they are not going to kill someone but something like sexting they accept as a normal thing now.

Marxist Hegemony  

ACTIVE

Liberal Pluralism 

Allowing anyone a voice and allowing different view and interpretation.

Relation to music video- offering a liberal pluralistic of women as we aren't trying to appeal to men nor smoking and drinking.

Uses and gratification 

It is the power of the audience. The audience uses media text for there own needs this could be: diversion, escapism, information, pleasure, comparing relationship and lifestyle with ones own and sexual stimulation.

water cooler effect - find a space to talk about stuff

Maslows hierarchy of needs

Stuart Hals reception theory 

Negotiating reading - mixture of both readings

Oppositional reading - opposing view to the preferred reading 

Preferred reading - how the media wants perceive a certain thing.

Schadenfreude

Taking pleasures and enjoyment from someones pain.

Apply the concept of audience to one of your pieces if coursework

Intro- music video and promo pack for pop artist. When planning, keep audience at forefront. We had to think WHO, HOW to TARGET, how ENCODE MESSAGES/ MEANING, and what THEY WOULD GAIN from it.

Who is your audience?

Teenagers - 12-18

How have you targeted them?

Approdiate media, Social media- liberal pluralistic way, role media, choice , narrative and genre convention.

What message do you encode?

fun