Audience Theory
An audience is a group of people who receive a media text, they receive these texts through a variety of mediums including through televison, internet, radio, DVD and Magazines. For our audience watching our music video, they would receive these through Youtube and Music Channels such as 4Music as this particularly and MTV, MTV for its high status as a music channel and 4Music due to its pop based features which our video would be shown on.
Audience is a key concept throughout media studies, because all media texts are produced with an audience in mind-that is to say a group of people who will recieve the text and make some sort of interpretation of it. For our music video we have targeted a young female audience as both artists featured, us, are young females which might make a younger audience see us as perhaps role models. We have very youthful playful locations too such as the beach, the arcade and playing in the snow which we feel would attract this type of audience.
Demographics
A common and traditional method of audience research is known as demographics. This defines the adult population largely by the work they do. It breaks the population down into 6 groups, and labels them by using a letter code to describe the income and status of the members of each group.
A- Higher management, bankers, lawyers, doctors and other professionals
B- Middle management, teachers, creative and media people eg graphic designers
C1- Office supervisors, junior managers, nurses, specialist clerical staff
C2- Skilled ,amual workers, plumbers, builders
D- Semi-skilled and unskilled manual workers
E- Unemployed, students, pensioners, casual workers
I think we are mainly targeting group E as this group includes students however I think creative media people in group B may also be attracted to our video.
This audience demographics are based on the National Readership Survey's socio-economic grades http://www.nrs.co.uk/
Hierarchy of Needs- Maslow
Maslow's theory suggests that we as individuals have basic needs, for example the basic needs to eat and sleep up to a higher level of needs such as self esteem and self respect. This theory is very relevant to advertisers, and institutions that carry advertising in for example newspapers, cinema, television and radio channels.
Marslow's upper leverls at the top of the pyramid are about self esteem and gaining the respect of others. This can be linked to the idea that consuming particular media texts fulfils self esteem, as does buying certain products.
Cultivation Theory
This theory treats the audience as passive. Its suggests that repeated exposure to the same message, such as advertisement, will have an effect on the audience's attitudes and values. A similar idea is known as de-sensitation which suggests that long term exposure to violent media makes the audience less likey to be shocked by violence. Being less shocked by violence the audience may be more likely to behave violently.
This can be applied to our music video in the sense that people are now getting used to the fact that girls can be strong and wont sit around crying because of their boyfriends. Women being dominant and strong is being shown more and more regularly, for example Beyonce's video of 'who rules the world..girls'.
Two Step Flow Theory
Katz and Lazarsfield assumes a slightly more active audience. It suggests media messages move in two ways;
-Individuals who are opinion leaders receive messages from the media and pass on their own interpreatations
- The audience mediate the information receieved directly from the media, with the ideas and thoughts expressed by the opinion leaders, thus being influenced not by a direct process but by a two step flow.
This theory relates to our music video as with sites such as Twitter, You Tube and facebook trends are easily made with people discussing a text/product and forming a strong opinion on something which may then influence other peoples opinions.
An audience is a group of people who receive a media text, they receive these texts through a variety of mediums including through televison, internet, radio, DVD and Magazines. For our audience watching our music video, they would receive these through Youtube and Music Channels such as 4Music as this particularly and MTV, MTV for its high status as a music channel and 4Music due to its pop based features which our video would be shown on.
Audience is a key concept throughout media studies, because all media texts are produced with an audience in mind-that is to say a group of people who will recieve the text and make some sort of interpretation of it. For our music video we have targeted a young female audience as both artists featured, us, are young females which might make a younger audience see us as perhaps role models. We have very youthful playful locations too such as the beach, the arcade and playing in the snow which we feel would attract this type of audience.
Demographics
A common and traditional method of audience research is known as demographics. This defines the adult population largely by the work they do. It breaks the population down into 6 groups, and labels them by using a letter code to describe the income and status of the members of each group.
A- Higher management, bankers, lawyers, doctors and other professionals
B- Middle management, teachers, creative and media people eg graphic designers
C1- Office supervisors, junior managers, nurses, specialist clerical staff
C2- Skilled ,amual workers, plumbers, builders
D- Semi-skilled and unskilled manual workers
E- Unemployed, students, pensioners, casual workers
I think we are mainly targeting group E as this group includes students however I think creative media people in group B may also be attracted to our video.
This audience demographics are based on the National Readership Survey's socio-economic grades http://www.nrs.co.uk/
Hierarchy of Needs- Maslow
Maslow's theory suggests that we as individuals have basic needs, for example the basic needs to eat and sleep up to a higher level of needs such as self esteem and self respect. This theory is very relevant to advertisers, and institutions that carry advertising in for example newspapers, cinema, television and radio channels.
Marslow's upper leverls at the top of the pyramid are about self esteem and gaining the respect of others. This can be linked to the idea that consuming particular media texts fulfils self esteem, as does buying certain products.
Cultivation Theory
This theory treats the audience as passive. Its suggests that repeated exposure to the same message, such as advertisement, will have an effect on the audience's attitudes and values. A similar idea is known as de-sensitation which suggests that long term exposure to violent media makes the audience less likey to be shocked by violence. Being less shocked by violence the audience may be more likely to behave violently.
This can be applied to our music video in the sense that people are now getting used to the fact that girls can be strong and wont sit around crying because of their boyfriends. Women being dominant and strong is being shown more and more regularly, for example Beyonce's video of 'who rules the world..girls'.
Two Step Flow Theory
Katz and Lazarsfield assumes a slightly more active audience. It suggests media messages move in two ways;
-Individuals who are opinion leaders receive messages from the media and pass on their own interpreatations
- The audience mediate the information receieved directly from the media, with the ideas and thoughts expressed by the opinion leaders, thus being influenced not by a direct process but by a two step flow.
This theory relates to our music video as with sites such as Twitter, You Tube and facebook trends are easily made with people discussing a text/product and forming a strong opinion on something which may then influence other peoples opinions.
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