Audience Theory

THE EFFECTS THEORY

Effects theories look at the effects of media on the audience.

Studies in 1930s – 1950s suggested that the media was a powerful influence on behavioural change. This was at a time of:

• Rapid increase and popularity of Television & Radio• Immergence of persuasion industries (advertising /

propaganda)• Payne Fund studies done on children to assess the effects of

media• Hitler's monopolization of the mass media during WWII

THE HYPODERMIC NEEDLE THEORY ( 1 9 3 0 - 1 9 5 0 )

THE HYPODERMIC NEEDLE THEORY

H T T P : / / W W W. Y O U T U B E . C O M / WA T C H? V = L G 2 R I H YA B S M & F E A T U R E = F V S R

M A SS C O M M U N I C AT I O NH T T P : / / W W W. Y O U T U B E . C O M / WA T C H? V = Y D 8 8 H _ 5 K- R Y & F E A T U R E = R E L A TE D

Or “Magic Bullet Theory”

Example was in 1938 when H.G. Wells' "War of the Worlds.” was broadcast when the programme was interrupted by a news broadcast saying the aliens had invaded a town in New Jersey creating mass hysteria among a million listeners

Media is like a bullet or giant needle injecting into the thoughts and behaviours of a passive mass audience who are duped or drugged by it.

LIMITED EFFECTS MODEL

TWO-FLOW STEP

Paul Lazarsfeld (1940)Lazarsfeld did a study, (The People’s Choice) which suggested that media

doesn’t flow directly into the audience’s mind unmediated. Dependant on an audience’s background, experiences, social factors etc.

media could be filtered and interpreted.

GRATIFICATIONS MODEL

Blulmer and Katz (1974)A further study by Blulmer & Katz said that audience media consumption is based on choices so that an audience will seek out media that meets their

desire / need /personal preference. i.e. They are perhaps seeking media that endorses their already established views and gratify a need/desire

• Diversion (escapism)• Relationship (using e.g. soaps to replace family life)• Personal Identity (finding sense of understanding self)• Surveillance (seeking useful information)

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Reception Theory

ENCODING/DECODING MODEL

Stuart Hall (1980-1990)

Builds on the active audience idea and analyses the relationship between producer and audience:

The text is coded by the producer and decoded by the audience

By using recognised codes and conventions, and by drawing upon audience expectations relating to aspects such as genre and use of stars, the

producers can position the audience and thus create a certain amount of agreement on what the code means. This is known as a preferred reading.

See http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID=audience For further information

Relate audience theory to your product

Now you have looked at Audience Theory consider how you might apply it to your own work.

Using your Teaser trailer & an existing real media product (that you have based your product on) ask yourself the following questions:

1. Who is your Target Audience?

2. Why might they choose to watch your product?(i.e. what elements of your teaser trailer would appeal to them?) reflect on Blulmer & Katz’s Gratification model.

3. Are your audience active or passive viewers? (why do you think that?)

4. As producer what codes constructed (and how –technical elements) for the audience to decode?