Unit 1 Contextual studies : AUDIENCE THEORY

When looking at audience theory we must understand that there is a broad

range of models that each summarize or define how mass media can control or
be controlled by their audiences and users. We tend to notice that media can be
used in many ways to affect society, whether it is political, social or other
reasons. This is where a variety of different theoretical models have been
created to help identify where and how mass media is being used amongst it
audiences.
The Effects/Hypodermic Model
The original model of audience theory was the effects model AKA hypodermic
model. This theory suggested that the mass media injected a passive audience
with ideas and meanings through particular forms of media texts and devices
such as film, broadcasts, and posters etc... A known example of this was when
Hitler used Nazi propaganda within Germanys war period and can be found in
films such as Triumph of the Will (1935). It shows how even politics and
civilizations can be influenced by mass media. This model is often used among
countries under dictatorships and such, in belief that having control and
regulation of the mass media will result in having a form of control over the
population.
Although this theory is considered to be outdated, it can still be found among
debates over censorship and control over the current media. This however
shows the mass media can be used to affect audiences socially and politically.
The Frankfurt School
The Frankfurt School was founded in pre-war Germany. The founders of the
school were left wing and had developed concerns that mass media could be
used as propaganda to exert ideologies of fascism, capitalism and communism
among audiences. They later had to move to America due to the threat of the
Nazi German Regime.
Once settled in America they developed criticisms that American mass media
was being used to promote capitalist systems stupefying the audiences,
therefore eliminating or marginalizing oppositions or alternatives. Their
Theory of the effects model however generally fell out of favor due to the fact
that it suggested that America would ultimately become a fascist society
overrun by popular culture.

Another version of the effects model was developed in response to the increase
of violent and sexual content of certain TV programmes, film and even Games.
These forms of media have been criticized for promoting and causing violence
as well the unacceptable behavior of the certain audiences exposed to it. The
moral watchdogs or the moral majority as they considered themselves, would
have raised concerns and issues of TV, broadcasting and media that was
explicitly sexual, violent or offensive to audiences. Their concerns were for
those vulnerable members of the population who could be influenced by mass
media devices. Examples of these groups in the UK was the National Viewers
and Listeners Association (Mary Whitehouse) and now go by the name
Mediawatch UK, argued that TV was effecting the behavior the younger
audience.
This theory however is challenged by the discoveries and studies of Human
behaviorist psychology. It is somewhat challenged in the studies of Skinner and
Pavlov that show that Human behavior is much too complex than to be
ultimately controlled and influenced by the engagement of certain media
devices.
Another problem raised about effects theory is that it suggests that the
audience is passive. This means that the audience is not active and do not
interact with the control, amount and process of the media they are exposed to.
In the suggestion that they consume and believe the messages and texts of the
media they engage with. As audience theory has further developed over the
years, studies have been conducted and newer models suggest that the
audiences are capable and do interact much more frequently with the media
they are exposed to.
The Active Audience
The active audience theory considers that the audience does not blatantly
consume and believe the media texts they engage with. But that there is a
decoding process among the audience, whereas yes they will accept what they
have been shown, however they themselves have the choice to reject, develop
an opinion, or even challenge the media of context. This would be due to
specific audiences cultural, political or ideological moral high grounds.

Uses and Gratifications

The uses and Gratifications model sees that there is an audience highly active
and believe mass media can be used to satisfy a wide range of needs such as
entertainment, Escapism, information (local news) and dramas for the likes of
social and identification purposes. This of course creates a number of different
audiences. The audience also has control and selection of the media they would
like to use to satisfy their specific needs. The studies behind this model are
based on the hierarchy of needs identified by Maslow.
The main areas that are identified in this model are:
(a)

The need for information about our geographical and social world
(news and drama);

(b)

The need for identity, by using characters and personalities to define

our sense of self and social behaviour (film and celebrities);

(c)

The need for social interaction through experiencing the relationships

and interaction of others (soap lives and sitcom);

(d)

The need for diversion by using the media for purposes of play and
entertainment (game shows and quizzes).

Mode of Address
Another concept that reflects an Active audience is Mode of address. It
considers the fact that certain forms of media are designed and presented in
different ways that identify with and attract specific audiences. For example Sitcoms with a young audience such as Friends would use happy upbeat music
and relatable characters to appeal more to its audience.
Ethnographic Model
The most modern form of research into audience theory is the ethnographic
model. This is where research has become more diverse looking into how and
questioning when and how audiences are subjected to the media under
domestic circumstances, Preference, Cultural and Gender differences. It also
looks into how audiences are formed through their usage and interactions with
the media through the advancements in technology.

Finding an Audience
Overall by looking at the different forms of audience theory I believe that media
can truly have a strong impact on society. Audiences can be formed and used by
the media for many different reasons. I also believe that it is evident that
audiences can be and are active with control and opinion over the media they
are subjected too and choose to use.
I myself have created a media product that I intended to develop an audience
around. For my other subjects I had created a short fictional film. In doing so I
produced and directed a short Stop motion Animation (Claymation) called
Puddy and Hoot. The narrative was based on two characters, a clumsy skeletal
figure and his sidekick owl. The two are quite playful and mischievous and tend
to get themselves into unplanned adventures within their mysterious realm.
The genre in which the film relates to is stop motion for it was created using a
variety of still images whist moving the characters in small minute spaces,
when the images are then combined in editing software they create the illusion
that the characters are in motion. This of course means I intend to attract an
audience that would have interests in the medium of animation.
Another genre in which my short film relates to would be the fantasy Genre.
This would be due to the unusual design and concept of the characters and how
they are set within another world/realm. Fantasy audiences often tend to have
interests in Folk tales, Comic books and game worlds. Subjects such as these
often appeal more to a younger or young adult audience. In this case I also drew
influence from side scrolling games such as Abes Odyssey. What relates this
games to my short film is that I used wide shots of the sets and scenes similar to
that of a side scrolling game. When the main character Puddy leaves the shot he
continues into another scene from the direction in which he left the previous
scene. This would be in relation to how Abe would move from place to place in
the game Abe Odyssey. Another thing that my film has in common with gaming
is the final fight scene. In almost all RPG or Adventure games, the player is often
faced with a boss battle at the end of the level. I decided to therefore use this as
a finishing point to my overall narrative as well add a bit of action for visual
effect.
After studying Audience theory I would highly agree that in modern times,
audiences are highly active and do have a lot of control over the media they are
exposed too and want to use. Therefore because of this I decided to try to
appeal to well known active and diverse audience such as those on Social

Networking. In doing so I posted my short on my own Facebook page including

a Facebook group page Fantasy & Sci
Fi Fans, Artists, Readers, Writers, Filmmakers & Cosplayers. Within minutes I
began to get a response from an audience. It first began with people who I knew
liking the video and because I asked Does anyone like to see more? I started
getting positive feedback stating that they did want to see more. The group
page that I also posted the video on had also given me feedback, with oneperson highlighting where I could improve the video technically. They left me
what I would consider as constructive criticism therefore I liked the comment
to show I had taken it into consideration. Another interesting comment was
that someone related my film to an old side scrolling PlayStation 1 game Skull
Monkeys that was created using stop motion. I found this to be quite a
coincidence due to the fact I intended to reflect that form of media.
Overall my media product turned out to attract up to 270 viewers. For it being
my first time approaching Stop motion I believe that this is quite successful as
an attempt to create an audience for my short film. Also by social networking as
a way of engaging a highly Active audience I was capable of finding both
positive and constructive feedback that will help me to add too and improve in
future productions. It is from this I have found that being up to date and
interacting with the active audience is a great way to find out how your product
was received. This just goes to show how Media products can be so easily
promoted and broadcasted through Social networking, for it allows the
producer and consumer to build stronger relationships and helps to create
more efficient and up to date products.