Download - Audience Introductions - Modes of Address
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AUDIENCE
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Audience VERY important concept
All texts are made with an audience in mind
Producers make money out of that audience (not always)
IMPORTANT to understand what
happens when an audience meets amedia text
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Audiences are examined in 2 ways within
media studies
1. How the media industry uses audience
- As evidence of the success of a product (ratings, box officesales, etc.)
- To predict and target the market for a media texts or product,perhaps through the use of advertising to increase sales orlaunch new product.
2. The study of audience theories
- To analyze the effects of the media on a specific audienceand wider society
- To understand the relationship between the audience and themedia.
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Are YOU an audience member?
In groups.
List the different audiences you are part of on a regular
basis? TV programme, radio, websites, video games
Pick one
How much do you know about the audience for thesestexts (size, age, gender, etc.?)
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The process of construction includes:
Style and content
Use of codes and
conventions
Genre
Narrative
etc.
A view of the
worldThat a target
audience can relate
too, often conveyed
by representation.
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Also they position the audience WHY?
Assumptions
Texts make
assumptions about
the lifestyles and
interests of theaudience
Discourse
Each text has aset of ideas that
shape the way in
which weunderstand the
world
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Comment on the Mode of Address of this
magazine cover:
Who is it addressing?
How do you know this?
What are the visual clues?
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Typical
powerful
male
stereotype
Bold red text
Direct, imperative
Direct address
Suggestion of sexual
orientation
Connotes
Stereotypical
male 'predator'
Use of Super-lative
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Write a Preferred Reading of the ideal
purchaser for 'Men's Health'.
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Men's Health Preferred Reading
Powerful, straight men who care about
their physique but overtly fussy about
'looks'. Demand rather than ask,
confrontational rather than subtle. Theyneed results quickly and are prepared to
work hard to get them, the same applies in
terms of money go getters. Prepared to consider what they eat as
well.
The aim is to look good for women.
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Modes of address can be defined as the
ways in which relations between
addresser and addressee are constructed
in a text. In order to communicate, aproducer of any text must make some
assumptions about an intended audience;
reflections of such assumptions may bediscerned in the text (advertisements offer
particularly clear examples of this).
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So write down an answer to the following:
What assumptions are being made aboutthe audiences for these magazines?
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VISUAL AND
TECHNICAL CODES
TARGET AUDIENCEMode of addressCompare and contrast the modes of address in the 2 magcovers
Assumptions
Discourse
Style and content
representation
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Audience research
Does it have an audience?
If the anwers is NO there is no point going any further.
Serious business (time and money)ascertaining if there is
anyone out there whod be interested in their idea
So what things might be producers be interested inknowing about an audience?
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Demographics
Income bracket/ status
AgeGender
Race/ Ethnicity
Location
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One common way of describing audiences is to
use a letter code to show their income bracket:
A Top management, bankers, lawyers, doctors and
other highly salaried professionals
B Middle management, teachers, many 'creatives' eg
graphic designers etc
C1 Office supervisors, junior managers, nurses,
specialist clerical staff etc
C2 Skilled workers, tradespersons (white collar)
D Semi-skilled and unskilled manual workers (bluecollar)
E Unemployed, students, pensioners, casual workers
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