Audience Summary (Driving Test)
Audience consists of how media forms reach & address audiences, how it is interpreted & responded to and how members become producers themselves.
Audiences can be divided into groups according to occupation:
A - Lawyers, doctors, scientists and well paid professionals
B - Teachers, middle-management, fairly well paid professionals
C1 - Junior management, bank clerks, nurses, 'white collar professionals'
C2 - Electrician, plumbers, carpenters, 'blue collar professionals'
D - Manual workers eg: drivers, postmen etc
E - Students, unemployed, pensioners
However these groups don’t apply to all audiences as students can be targeted for social media but pensioners aren’t.
Audiences can also be divided into Psychometric Profiles; this defines audiences according to values and lifestyles:
Aspirer: Relies on status and brands to show their place in society. Includes luxury goods, celebrity influence and use of credit - value status
The Explorer: Discover new innovative brands, products and experiences - value discovery
The Mainstreamer: Like tried and trusted brands, take less risks - value security
The Reformer: Not impressed/influenced by status or materialistic. invest ibn products good for them and the environment - value enlightenment
The Resigned: Predominantly older who have built traditions that they trust - value survival
The Struggler: 'Live for the day' attitude (doesn't think of future) - value escape
The Succeeder: High social status with control of lives. Believe they deserve best - value control
Many theories apply to the nature audience, The Effects/Hypodermic Needle theory:
- media influences people directly (values, judgement and conduct)
Albert Bandura experimented in the 1960's - violence lead to imitation by kids (kids being the most impressionable).Can be influenced directly or through social networks - media messages they're not exposed to
Gratification theory:
- we choose what we absorb from the media
- surveillance, personal relationships, personal identity, diversion, escapism
Cultivation theory: - George Gerbner
- exposure to TV over periods of time creates standardized roles and behaviors - use an analysis on repeated media messages and values. Regular TV consumers were more likely to develop 'mean world syndrome' - mistrusting attitude to others
Reception theory: - Stuart Hall
- 'encoding decoding' argued that media producers encode 'preferred meanings' into texts - may be read by audiences in different ways
Dominant Hegemonic position: preferred reading that accepts the messages and ideological assumptions
Negotiated position: reader accepts the ideological assumptions but doesn't fully agree, negotiates to accept
Oppositional reading: the reader rejects both the over all message and the underlying ideological assumptions
Fandom: - Henry Jenkins
- fans act as 'textual poachers' - elements of media put together to create their own culture
New media has increased 'participatory culture' - audiences are prosumers. Shaping the flow of media: 'collective intelligence'
New Media - created and curated by an individual
Old Media - Allows little scope for individuality
End of Audience: - Clay Shirky
- audiences with predictable behavior are gone and now they're variable - some create, synthesize or consume
New Media - consumers are now producers (prosumers) - now publish then filter
These producers have different motivations - value autonomy, competence, membership and generosity - creates connections 'cognitive surplus'
Old media had mass audiences whereas new media provides a platform for people to give value to each other.
Audiences can be divided into groups according to occupation:
A - Lawyers, doctors, scientists and well paid professionals
B - Teachers, middle-management, fairly well paid professionals
C1 - Junior management, bank clerks, nurses, 'white collar professionals'
C2 - Electrician, plumbers, carpenters, 'blue collar professionals'
D - Manual workers eg: drivers, postmen etc
E - Students, unemployed, pensioners
However these groups don’t apply to all audiences as students can be targeted for social media but pensioners aren’t.
Audiences can also be divided into Psychometric Profiles; this defines audiences according to values and lifestyles:
Aspirer: Relies on status and brands to show their place in society. Includes luxury goods, celebrity influence and use of credit - value status
The Explorer: Discover new innovative brands, products and experiences - value discovery
The Mainstreamer: Like tried and trusted brands, take less risks - value security
The Reformer: Not impressed/influenced by status or materialistic. invest ibn products good for them and the environment - value enlightenment
The Resigned: Predominantly older who have built traditions that they trust - value survival
The Struggler: 'Live for the day' attitude (doesn't think of future) - value escape
The Succeeder: High social status with control of lives. Believe they deserve best - value control
Many theories apply to the nature audience, The Effects/Hypodermic Needle theory:
- media influences people directly (values, judgement and conduct)
Albert Bandura experimented in the 1960's - violence lead to imitation by kids (kids being the most impressionable).Can be influenced directly or through social networks - media messages they're not exposed to
Gratification theory:
- we choose what we absorb from the media
- surveillance, personal relationships, personal identity, diversion, escapism
Cultivation theory: - George Gerbner
- exposure to TV over periods of time creates standardized roles and behaviors - use an analysis on repeated media messages and values. Regular TV consumers were more likely to develop 'mean world syndrome' - mistrusting attitude to others
Reception theory: - Stuart Hall
- 'encoding decoding' argued that media producers encode 'preferred meanings' into texts - may be read by audiences in different ways
Dominant Hegemonic position: preferred reading that accepts the messages and ideological assumptions
Negotiated position: reader accepts the ideological assumptions but doesn't fully agree, negotiates to accept
Oppositional reading: the reader rejects both the over all message and the underlying ideological assumptions
Fandom: - Henry Jenkins
- fans act as 'textual poachers' - elements of media put together to create their own culture
New media has increased 'participatory culture' - audiences are prosumers. Shaping the flow of media: 'collective intelligence'
New Media - created and curated by an individual
Old Media - Allows little scope for individuality
End of Audience: - Clay Shirky
- audiences with predictable behavior are gone and now they're variable - some create, synthesize or consume
New Media - consumers are now producers (prosumers) - now publish then filter
These producers have different motivations - value autonomy, competence, membership and generosity - creates connections 'cognitive surplus'
Old media had mass audiences whereas new media provides a platform for people to give value to each other.
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