In your introduction:
Who is the audience? How did you choose them?
What expectations might they have of your text?
How have you tried to meet these expectations
What is their motivation for accessing texts like yours?
Suggest that audience is a complex fluid concept similar to genre, the idea of only one target audience is not really applicable.
Gears
Gender
Ethnicity
Age
Region, Nationality
Socio-Economic Group
There are 7 socially grouped categories when it comes to identifying audience:
- Self (ambitions or interests of the audience)
- Gender
- Age group - Teenagers, traditionally thrill seeking
- Class
- Ethnicity
- Family
- Nation
Young and Rubicam ( 4Cs Cross Cultural Consumer Classification)
Audience
· who is the target audience for the production? Define by age, race gender, social class etc.
· what are the social classifications of the audience i.e. ABC1, youth, age, ethnicity
· why will the production appeal to this target audience?
what techniques and lines of appeal has the production used to attract the target audience?
how does the production use reception theories? i.e. uses and gratification, hypodermic needle, etc. Two-step flow, reception theoryStuart Hall - Encoding and Decoding; Preferred/negotiated/oppositional readings.
Uses and Gratifications theory - active rather than passive individuals. (audiences consume media texts for surveillance; Personal Identity; Presnal Relationships; Escapism/Diversions)
Ien Ang - "Audiencehood is becoming an even more multi faced, fragmented and diversified repertoire of practices and experiences".
Modern theory: Cultural Positioning
Another key debate in media is whether an audience can be forced to decode a text in a specific way, or whether an individual’s cultural positioning (could include gender, social group or individual experiences) determines the reading.
So who controls the reading?
Are media representations no longer fixed?
Can media construct audience’s identity?
Consider how the media helps us to create identities for ourselves:
— As individuals
— As a society
— As members of specific groups
Can we really separate people into specific groups or is this an artificial division?
Were these ‘differences’ between people originally there, or are they constructed by the media?
—Remind yourself: Who is the audience? How did you choose them?
—Might your target audience decode your text in different ways?
—How might your text and others like it play a part in shaping identities of individuals and groups?
Uses and Gratifications theory - active rather than passive individuals. (audiences consume media texts for surveillance; Personal Identity; Presnal Relationships; Escapism/Diversions)
Ien Ang - "Audiencehood is becoming an even more multi faced, fragmented and diversified repertoire of practices and experiences".
Modern theory: Cultural Positioning
Another key debate in media is whether an audience can be forced to decode a text in a specific way, or whether an individual’s cultural positioning (could include gender, social group or individual experiences) determines the reading.
So who controls the reading?
Are media representations no longer fixed?
Can media construct audience’s identity?
Consider how the media helps us to create identities for ourselves:
— As individuals
— As a society
— As members of specific groups
Can we really separate people into specific groups or is this an artificial division?
Were these ‘differences’ between people originally there, or are they constructed by the media?
—Remind yourself: Who is the audience? How did you choose them?
—Might your target audience decode your text in different ways?
—How might your text and others like it play a part in shaping identities of individuals and groups?
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