Audience

Question 1

Audience Reception Theory

Answer 1

Stuart Hall - Preferred reading, Negotiated reading, Oppositional or resistant reading

Question 2

Hypodermic Needle Theory

Answer 2

The idea is that the mass media has an immediate and powerful effect on the audience. This is a passive audience theory

Question 3

Uses and Gratifications Theory

Answer 3

This theory suggests that consumers use media products for at least one of these reasons

Identity
Social Interaction
Entertain
Educate
Escapism

Question 4

Two - Step Flow Theory

Answer 4

This theory was developed by Katz and Lazarsfeld. The theory consists of two steps:

Firstly - Opinion leaders get information from a media source

Secondly - Opinion leaders then pass their own interpretation along to others such as friends and family members (the influenced)

Question 5

Niche Audience

Answer 5

A more focused subgroup of the broader market’s target audience

Question 6

Demographic

Answer 6

Demographics describes audiences based on objective data such as age, race, gender, income, location and many other factors