These would allow the producers before hand to engage with the audience by asking their opinions etc. Asking audience would also give the opportunity to get a better idea of what type of product should be made that would be successful and profitable. The social networking group also gives the different type of audience the chance to engage with each other and share their thoughts and ideas more publicly.
The theory of the effects of media on the audience
It said that the modern societies destroy individuality by bringing people under the control of the owners of large conglomerates. - 'Mass society'
Society is controlled by big media conglomerates such as Apple, News International, Sky etc. They tell us what we are going to be, when and what we should like/want. - Passive audience theory.
Conglomerates respond to what the society wants and needs.
The early theories were where it was thought that the mass media had a direct and dramatic effect on behaviour of the audience.
'Hypodermic syringe model' - It is a brain wash theory by Franklfurt School - Adorno, Horkheimer). It is widely held view and stresses the audience's passivity and powerlessness.
Later theories had 'two step flow' - (Indirect effects)
Lazersfeld et all suggested that individuals are not directly influenced and the messages are filtered down through significant individuals. These individuals are called 'opinion leaders'.
Uses and gratifications model - It was Bulmer and Katz (1974) who claimed that stresses how audience are not passive but in charge. They also said there is no such thing as a single mass audience and also audiences are highly differentiated, e.g by class, race, religion, sex and nationality.
Researchers in the 1970's argued that audiences use the media to satisfy certain basic psychological needs. These ‘uses and gratifications’ as they called them, include the need for information, a personal identity, social interaction and entertainment.
The media has its own particular uses and pleasures for its audience; it provide many things, including
- Regularity and structure
- Escapism
- Educational uses
- People centered needs
- Shared experiences/a sense of community
Regularity pattern - following the pattern/structure of the media and continuity rewards, viewers who maintain an on going engagement with the text.
- gives everyone to have similar social interaction and virtual community.
Media invites audience to make moral and ideological judgements.
- Mike Clark -
Viewers explore ways of dealing with situations.
- Schadenfreude - We enjoy watching others problems that are bigger than our problems. We take their actions as an inspiration and be influenced to be relate to them.
Stuart Hall is a theorist who suggested that the audience is not obliged to accept the reading the media text presents to them and can make their own alternate readings. His theory believes the audience will read the text in one of three ways. Their is the preferred reading, the audience will largely agree with the text and what it displays. They may have a negotiated reading, in which they sort of agree with what the text says but they add in their own opinion and beliefs to be happy with the text. Or the audience may completely disagree with the text and reject it which is referred to as an oppositional reading.
We aim for the audience to take a preferred reading to our product and agree that what is occurring is believable. However we would also be content for the audience to have a negotiated reading of our product because it is a trailer so the story is not completely explained and they may fill in some of the unknown blanks themselves with their own opinions/beliefs and thus will still end up happy with the text and this is a good result for us.
We are targeting our product at young adults, around the age of 16 to 24 although we feel it may appeal to others outside of this target area.
Stuart Hall is a theorist who suggested that the audience is not obliged to accept the reading the media text presents to them and can make their own alternate readings. His theory believes the audience will read the text in one of three ways. Their is the preferred reading, the audience will largely agree with the text and what it displays. They may have a negotiated reading, in which they sort of agree with what the text says but they add in their own opinion and beliefs to be happy with the text. Or the audience may completely disagree with the text and reject it which is referred to as an oppositional reading.
We aim for the audience to take a preferred reading to our product and agree that what is occurring is believable. However we would also be content for the audience to have a negotiated reading of our product because it is a trailer so the story is not completely explained and they may fill in some of the unknown blanks themselves with their own opinions/beliefs and thus will still end up happy with the text and this is a good result for us.
We are targeting our product at young adults, around the age of 16 to 24 although we feel it may appeal to others outside of this target area.
Good - I look forward to seeing you research and target an audience.
ReplyDeleteYou understand the theories her - but you need to discuss how you think audiences are going to view your text - think about negotiated readings/ oppositional reading etc
ReplyDelete