ST.

PAUL’S UNIVERSITY

DISTANCE AND E LEARNING PROGRAMME

AUDIENCE ANALYSIS AND TECHNIQUES

COM 304

CAT 2
QUESTION 1

Hypodermic needle theory

This are ideologies passed or injected directly to the audience who are seen as passive. The media in
this theory is taken to be a powerful tool. Though the ideology is outdated it explains how the
audience’s thoughts and behavior are influenced because the message is accepted and not
challenged e.g. in an advertisement that says that it is the best product in the market and you can’t
live without it the audience believes it.

Active theory

This theory shows audience as aware of what they want they actively choose what they want to see
or listen to what media they want to engage within this theory the message can be challenged by
the audience.

Two step flow Theory

This theory involves an opinion leader who receives the message from the media creates an opinion
about it an shares his/her opinion with passive audience who usually believe it as truth example
reading a book review may influence your view on the book.

Uses and gratification

In this theory the audience actively choose the media they will engage with depending on their
needs and wants this are usually determined by their need for entertainment as diversion, their
need of knowing what is going on around them which is surveillance, their need to interact with
others which is a human trait virtual companionship which is personal relationships, their need to
relate with issues that they feel align with their values and beliefs which is personal identity.

Cultivation theory

This theory deals with the long term effect of media use. The audience are believed to be more
susceptible to media messages and they believe that they are real and true. Audiences who are
exposed to a lot of violence shown in the media are said to believe that the world is a far worse and
dangerous place then it actually is.
QUESTION 2

Audience Analysis helps in understanding Your Market which entails the organisations current
customers and future prospects. It provides the organisation with the characters of their audiences
from their demographics to psychographics, behaviours and interests which are used to learn about
the audience’s expectations.

Audience analysis enables the organisation in targeting their audiences knowing your audience
enables one to target the right group of audience to evaluate who will be interested in the product
you are selling which allows the organisation to strategize for that specific audience therefore
attracting the right consumers to your organisation.

Audience analysis helps in product promotion knowing your audience helps you to promote your
product with content that appeals to your audience advertising can be expensive and some
organisation may not afford to advertise by knowing what your audience wants it is easier to appeal
to them using their likes e.g. some selling t.vs may show the audiences favourites music videos.

Audience analysis has the ability to understand the media consumed by the organisation’s target
audience which helps in reaching out to your target audience and creating rapport by knowing what
they like to read, what social media they like to use then you can use that information to adapt to
their preferences which enhances the chances of interacting with your audience

Audience analysis enables the organisation to receive feedback on reaction towards their product
understanding of the audiences will ensure that the feedback is well received. It will also control the
nature of the feedback that will be received.