AUDIENCES. Key Concepts in Media Studies- Understanding the Audience. TYPES OF AUDIENCE. We have already looked at how Producers divide audiences into groups in order to target their products in the most effective and efficient manner.
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Key Concepts in Media Studies- Understanding the Audience
We have already looked at how Producers divide audiences into groups in order to target their products in the most effective and efficient manner.
Now we will look at how different audiences react to texts and how Producers “construct” texts to attract specific audiences…
We say that Audiences “READ” Media texts.
STUART HALL (Birmingham Centre of Contemporary Cultural Studies BCCCS) proposed the theory of encoding and decoding alongside the theory of Mode of Address in the 1970s.
(I.E. a bank robber may reject the concept that the police are the “goodies” in THE BILL as they believe their reasons for committing crime are fair and they connect with the criminal on screen rather than the heroes and heroines of the Police force.)
( A teenager who is not interested in Politics watching A Question time discussing the issues of Junior Doctors may well understand the points of views being raised but has no interest in the matter therefore they will not be persuaded or dissuaded to either POV being raised in the programme.)
(For example a parent or grandparent flicking through teenage magazines such as More and believing them to be pornographic due to their “sex help/advice” articles, without putting the articles in context and due to the magazine not being aimed at them)
Producers will construct a particular mode of address in order to aim their media text at a specific audience group.
Mode of Address is… the way in which the text “speaks” to the audience. It is a construction using a number of codes from all elements of the text for example technical codes (Camera, lighting, sound etc) and symbolic codes (language, colour etc)