Researching target audience

for ‘Exam Day’

By Atika T Khanom

Media TheoriesThere are many types of media theories, however I will be focusing on three main types of audience theories that can help us understand the connection between the audience and media text. I believe my short film is more suited to the third category and is left to the audience to decide whether they accept the message or not.

Theory name Explanation

1. The Effects or hypodermic model.

• This effects or influences the audience and the passive audience feel powerless to prevent this effect.

• The messages are injected into the audience.• The effect is usually negative

2. The uses and gratification model

• This is the opposite of the effects /hypodermic model.

• The active audience use the media text and are not used by it.

3. The reception theory (Stuart

Hall )

• The text is encoded with a message/meaning.• Some audiences will decode and understand the

message/meaning• Whilst others won’t be able to decode it or

understand the message or reject it altogether.• This can also be split into three types: Dominant,

Negotiated or oppositional. For more information: www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?...

Types of audiencePrimary audience

Teenagers

students

Mainly 14-19

Secondary

audience

Adults

Parents

Distribution

companies

Teachers

Tertiary audience

Families

Film specialists

Demographics

Typical demographic factors

Age: 14-19

Gender: Both

Race: Not specific

Sexuality: Not specific

Religion: Not specific

Education: GCSE, A-Level

Occupation: Part time/ student

My short film demographic social group would most probably be B-D.Below the table, highlights some of the more specefic factors:

Cinema Age Rating System

Symbol BBCF

British board of film classification Symbol

MPAA Motion Picture Association

of AmericaMy film

All ages admitted, there is nothing unsuitable for

childrenGeneral Audiences – All

Ages Admitted.

All ages admitted, but certain scenes may be unsuitable for

young children.

Parental Guidance Suggested – Some Material

May Not be suitable for Children.

X

Unsuitable for very young people. Those aged under 12 years are only

admitted if accompanied by an adult, aged at least 18 years, at all times

during the motion picture.

Parents Strongly Cautioned – Some Material May be

Inappropriate for Children Under 13.

X

The content guidelines are identical to those used for the 12A certificate. But

for VHS/DVD version

Restricted – Under 17 Requires Accompanying

Parent or Adult Guardian. X

Only those over 15 years are admitted. Contains adult

themesNo One 17 and Under

Admitted.X

Only adults are admitted. XCan only be shown at licensed

adult cinemas or sold at licensed sex shops, and only to adults,

those aged 18 or over.X