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Who Watches This Crap, Anyway?: Shahbaz Ali - BDC
Who Watches This Crap, Anyway?: Shahbaz Ali - BDC
Once they know this they can begin to shape their text to
appeal to a group with known reading/viewing/listening habits.
Audience Categories
One common way of describing audiences is to use a letter code to show
their income bracket:
A
Top management, bankers, lawyers, doctors
and other professionals
B
Middle management, teachers, many
'creatives' eg graphic designers etc
C1
Office supervisors, junior managers, nurses,
specialist clerical staff etc
Audience Categories
C2
Skilled workers, tradespersons
(white collar)
D
Semi-skilled and unskilled manual workers
(blue collar)
E
Unemployed, students, pensioners, casual workers
Audience Classification
They also consider very carefully how that audience might react to,
or engage with, their text. The following are all factors in analyzing
or predicting this reaction.
AUDIENCE EXPECTATIONS
These are the advance ideas an audience may have about a text. This
particularly applies to genre pieces. Don't forget that producers often
play with or deliberately shatter audience expectations.
AUDIENCE FOREKNOWLEDGE
This is the definite information (rather than the vague expectations)
which an audience brings to a media product. Think about trailers,
posters and reviews.
Audience Classification
AUDIENCE IDENTIFICATION
This is the way in which audiences feel themselves connected to a
particular media text, in that they feel it directly expresses their attitude
or lifestyle.
What movie/character do you associate yourself with?
AUDIENCE PLACEMENT
This is the range of strategies media producers use to directly target a
particular audience and make them feel that the media text is specially
'for them'.
AUDIENCE RESEARCH
Measuring an audience is very important to all media institutions.
Research is done at all stages of production of a media text, and, once
produced, audience will be continually monitored.
ASIDE
In some cases, the marketing budget may exceed the cost
of originally making the film - Four Weddings & a
Funeral's American marketing spend is an example of this.
Counting Audience - Print
Magazines and newspapers measure their circulation (i.e.
numbers of copies sold).
Over the course of the past century or so, media analysts have developed
several effects models, ie theoretical explanations of how humans ingest the
information transmitted by media texts and how this might influence (or
not) their behaviour.
Effects theory is still a very hotly debated area of Media and Psychology
research, as no one is able to come up with indisputable evidence that
audiences will always react to media texts one way or another.
The theories
The scientific debate is clouded by the politics of the
situation: some audience theories are seen as a call for
more censorship, others for less control.
Brevity of language.
Simple message - easy to comprehend
by a reader walking past.
The poster's message is obvious
because many people would not stop
to read a poster. A British recruitment
poster which would have come out
before conscription was introduced in
January 1916.
The Hypodermic Needle Model
Basically, the Hypodermic Needle Model suggests that
the information from a text passes into the mass
consciousness of the audience unmediated, ie the
experience, intelligence and opinion of an individual are
not relevant to the reception of the text.
surveillance
correlation
entertainment
cultural transmission
Uses & Gratifications Theory
Dependency Theory
Researchers Blulmer and Katz expanded this theory and
published their own in 1974, stating that individuals might
choose and use a text for the following purposes (i.e. uses
and gratifications):
Think semiotics.