Audiences - Theoretical Approaches
Target Audience - the audience the producers aim the media product at
Demographic- group of people categorised together via one or more characteristic (e.g pensioners)
Audience Segmentation - segmenting/seperating your audience
Secondary Audience - a second, smaller audience for whom the product is intended for
Audience Targeting - how you target/cater to your audiences
Audience Positioning - how the audience are placed through media language
Audience - group of people who consume a media product
Audience Appeal - the ways in which the producer makes the audience like a media product
Marketing - the process of selling a media product
Audience interpretation - the ways the audience understands the media product/way in which the audience interprets the media product
Gerbner
Gerber referred to people who are not shown in media products as symbolic annihilation.
- complete lack of representation of a certain group
- argued the prolonged exposure to media can influence the way in which we perceive the world
Issues with Gerbner's Theory
- Media is EXTREMELY diverse.
- old-fashioned and not as effective in the modern day
- assumes the audience are passive
Stuart Hall - Representation
- the way in which an audience receive, use and interpret the ideological disclosure encoded by the producer
- theory is known as the encoding/decoding model
- biggest difference between passive and active audience theory is that this theory takes into consideration audience response
Every media product has a dominant meaning. This is the meaning encoded by the producer and dominant ideological hegemonic values of society. It is what the producer wants you to believe.
Dominant ideologies are the widely held and accepted ideologies.
Kiss of the Vampire
- complex representation of women
- MES of the position of the womens body hanging off a mans arm emphasises the representation of women
- women are weak and vulnerable
- position of womens body sexualises women
- sticking their chests out
- Sexualisation of women helps sell the film
- horror film shown to be scary but exciting
- men save women
- superiority
- another dominant ideological perspective is believing the audience take pleasure between sex and death
- binary opposition (Levi-Strauss)
- woman attacking man breaks stereotype of men being stronger
- vampires are powerful and exciting
- men are in a position of power and agency
- sex sells! Heteronormative outlook
- vampires are scary
- being scared is fun
- actors in this film is a big deal
- Eastern Europe show to be a scary dangerous place
Preferred reading - audience agrees with the dominant ideological values of the media product
Oppositional Reading- audience disagrees with the dominant ideological values of the media product
- vampires are not scary
- women are more powerful than men
- highly inappropriate and sexist
- bats are cute
- Eastern Europe is a nice place
- vampires are cool and fun
Negotiated Reading- audience agrees/disagrees with elements of the producers ideological perspective
- dislike the sexualisation, but enjoy watching it
- dislike vampires, but like the actors
- films is not scary, but funny and enjoyable
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