Audiences Flashcards
Active audience
The theory that audiences do not just consume a text passively, they actively engage with it because of personal and social contexts.
Audience
The people who consume a media product by watching, listening, and reading it.
Audience positioning
The technique used to persuade the audience to interpret a media product in a particular way.
Consumption
The act of using media products by watching, listening, or reading them.
Demographics
The characteristics and make-up of a sample of the population, e.g. age, gender, nationality.
Guerilla marketing
Low-cost and unconventional marketing methods with a clear focus on grabbing the audience’s attention.
Message
The expected reading that the audience takes from a media text.
Moral panic
The way that the media stirs up intense feelings because of the way it covers a news event or issue.
Niche audience/market
A relatively small segment of an audience with specific tastes and interests
Preferred reading
The interpretation of a media text that the producers intended the audience to have.
Primary research
Original and new research that is carried out to answer particular questions or issues.
Product
Any media text that can also be called a media product.
Psychographics
Segmentation through the study of personality, values, opinions, attitudes, interests, and lifestyles.
Secondary research
Secondary research involves the collation and analysis of research that already exists.
Segmentation
The division of audiences into segments and categories.
Viral marketing
Encourages consumers to share opinions and information about a media product online and on social media.
Geographics
Collecting and analysing info according to the physical location of the customer. Geographic segmentation is often used in marketing.
BARB
Broadcasters Audience Research Board- measures and collects television viewing data in the UK.
RAJAR
Radio Joint Audience Research Limited
Pamco
The Publishers Audience Measurement Company is the governing body which oversees audience measurement for the published media industry.
Nielsen
Nielsen, a leading global information and measurement company, provides market research, insights and data about what people watch, listen to and buy.
Qualitative Research
Defined as a market research method that focuses on obtaining data through open-ended and conversational communication.
Quantitative Research
Emphasise objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls questionnaires, and surveys.
Which two newspapers do we study in Audiences?
- The Times
- Daily Mirror
Which two video games do we study in Audiences?
- Lara Croft Go
- Kim Kardashian Hollywood
Which two music videos do we study in Audiences?
- Arctic Monkeys- I Bet That You Look Good On The Dancefloor
- One Direction- History
What social, online, and participatory media product do we study in Audiences?
Zoella
Which two radio products do we study in Audiences?
- Radio 1 Launch Day- Tony Blackburn
- Beats 1 Radio- Julie Adenuga
Which two television products do we study in Audiences?
- Class- Co-Owner of a Lonely Heart
- Dr. Who- An Unearthly Child
Targeting
The ways that media producers aim products at specific audiences.
Hypodermic Needle
Model of communication suggesting that an intended message is directly received and wholly accepted by the receiver.
Two-Step Flow (Katz et al)
Ideas flow from the mass media (e.g. radio print) to opinion leaders and from them to less active sections of the population. Opinion leaders select and adapt messages in line with their own agenda.
Uses and Gratifications (Blumler and Katz)
Individuals use the media in the expectation that they will fulfill psychological needs:
- Entertainment/diversion
- Information/education
- Social interaction
- Personal identity
Cultivation theory (George Gerbner)
TV is such an important source of information and entertainment that viewers cannot escape its gradual interference in their everyday lives. Tv cultivates the minds of viewers over a long period of time.
Hall’s Reception Theory
Active audience theory which sees the audience as being actively engaged in the interpretation of media texts, rather than passive consumers. The idea is that individuals interpret texts in different ways.
