Media AudiencesIntroduction To Audiences.

Mass and Niche Audiences.Active and Passive Audiences.

Uses and Gratifications Theory.Audience Segmentation and TV Scheduling.

AudienceAn individual or collective group of people

who read and consume any media text.

Examples: Radio Listeners, TV Watchers, Newspaper Readers, Web Traffic on Websites.

Why is audience important?Without audiences there would be no media

Media organisations use audiences to make profit-

No audience= no profit

The mass media is becoming more competitive than ever using new ideas to attract audiences in many different ways in order to stay profitable

The Impact of New TechnologyOld Media (Radio, Television, Newspapers)

which used to attract large audiences now has to work harder to maintain audience figures.

Digital Technology and the introduction of new media means that audiences now use media differently.

How do Institutions make money?

Subscription Fees- TV license, Sky/ Virgin Subscription Fees, Netflix Subscription etc.

Advertising- TV, Magazine, Newspapers, Websites, ‘Free’ Apps

Types of AudienceMass Audience

Niche Audience

Mass AudienceOften termed broadcast audience.

Those who consume mainstream or popular texts such as soaps or sitcoms.

Media and communication that targets a very large audience (men, women, children, adults)

Niche AudienceMuch smaller but every influential .

A Niche audience is a small and select group of people with a unique/specific interest.

The Passive AudienceFor many years there was an assumption that the

media had a direct effect on its audiencesAudiences are Passive in the way the receive media

messages.They are accepting of the messages given out by the

media without question.There is no doubt media has an effect on audiences.Advertising is a prime example in which companies

spend billions each year trying to persuade audiences to purchase a product or service.

This links to the ‘hypodermic needle’ effect in which the media is seen to drip feed information to audiences.

Example Of Passive AudienceWar of The Worlds- Sunday 30th October

1938.

Example Of Passive AudiencePanorama- 1957- Documentary about

Spaghetti Crops

Active AudiencesIn the 1940’s and 50’s, American researchers

showed that audiences use defence mechanisms to resist media messages.

Rather than being passive they are active in their interpretation of media messages?

Not ‘what does the media do for people’ but ‘what do the people do for media’

Audiences may choose to come to a negotiated reading of particular messages.

Active AudiencesExamples of readingsPreferred Reading: One that the producer intends for the audience to have.Negotiated Reading: the audience accepts some aspects of the message but may question others.Oppositional Reading: The audience does not agree with the message.Aberrant Reading: The audience misunderstands the meaning of the intended message.

Uses and Gratifications This theory is based on the belief that audiences have

certain needs which they seek to satisfy in the media.There is an assumption that people read/listen/watch

certain texts for particular reasons.

Diversion: the need to escape from everyday worriesPersonal Relationships: for having a sense of being

part of a community. For companionshipPersonal Identity: making a comparison with your

own situationSurveillance: seeking information about the world

Task.Use what we have learnt today to complete the tasks on the hand out.