Audiences



An audience is an individual or collective group of people who read or consume any media text.

 Audiences are important because without audiences there would be no media.The mass media is becoming more competitive than ever to attract more and more audiences in different ways and stay profitable. If you can not show who your audiences are a producer will not fund you because there will not be a 100% profit at the start. This will help you know what to

With the increase in new technology media text is a lot now electronically. With media being able to be consumed, digitally, electronically, radio, television and paperbound.


Hypodermic Needle Model
The Hypodermic needle theory is a linear communication theory that suggests that media messages are injected directly into the brains of passive audiences.
The drawbacks of the hypodermic needle model are that no-one has an individual response.

In Nazi Germany in the 1930’s and during World War 2 films were used to ‘inject’ propaganda ideas promoting the Nazi cause to the German audience. Today we still see party political broadcasts on television during elections.

Uses and Gratification Model

Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. 

The drawbacks of the uses and gratification model are that the media comes first before the person. 

Information and Education – the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries.
Entertainment – Viewers watch programmes for enjoyment.
Personal Identity - Viewers can recognise a person or product, role models that reflect similar values to themselves and mimic or copy some of their characteristics.
Integration and social interaction – the ability for media products to produce a topic of conversation between people. For example who is the best contestant on The X-factor who which was the best goal shown on Match of the day.
Escapism – Computer games and action films let viewers escape their real lives and imagine themselves in those situations

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