Audiences - Key points

Learning objectives: To list the main points of audience theory in preparation for the exam.

Key words:
(Effects / Hypodermic needle model)
Active audiences/passive audiences
Psychometric audience profile (Young and Rubicam's 4C's)
Stuart Hall response theory
Uses and gratification theory (Blulmer and Katz)

Understanding audiences - Key points:

• The relationship between the media text and the audience is fluent and changing.
• Unlike in the past there is no longer assumed to be only one way of interpreting a text and only one audience response. (Effects / Hypodermic needle model).
• Audiences are not mass and their responses are complex and sophisticated and are influenced by a range of factors.
• The audience are made up of individuals whose social and cultural experiences may affect how they respond to any text.
• Media texts and the industries that produce them are acutely aware of their audiences and the strategies needed to attract them.
• There are a range of theories that explain the ways in which audiences respond to media texts and the reasons for this.

Task 1: 
Summarise the following audience terms and theories using the links provided.
Bullet points - Orange books - work in pairs.
Psychometric audience profile (Young and Rubicam's 4C's)
Stuart Hall response theory
Uses and gratification theory (Blulmer and Katz)
NRS