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Audience
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- 2. Mode ofAddress
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- 5. Hypodermic Syringe/Needle Model
- 6. Uses andGratifications
- 7. Reception TheoryTuesday27th April 2010AS Media StudiesInstitutions and Audience - AudienceAim:To be able to understand the role and importance of the audience in the film industry.To be able to understand and apply audience theories.
- 8. Section B: Institutionsand Audiences (Exam) One compulsory question to be answered by candidates based upon a case study of a specific media industry, from a choice of six topic areas offered by OCR. Centres should choose one of the following topic areas, in advance of the examination. Through specific case studies of the centre’s choice, candidates should be prepared to demonstrate understanding of contemporary institutional processes of production, distribution, marketing and exchange/exhibition at a local, national or international level as well as British audiences’ reception and consumption. There should also be some emphasis on the students’ own experiences of being audiences of a particular medium. Centres may choose to focus on one of the following media industries: Film
- 9. Section B: Institutionsand Audiences (Exam)Candidates should be prepared to understand and discuss the processes of production, distribution, marketing and exchange as they relate to contemporary media institutions, as well as the nature of audience consumption and the relationships between audiences and institutions. In addition, candidates should be familiar with: the issues raised by media ownership in contemporary media practice; the importance of cross media convergence and synergy in production, distribution and marketing; the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange; the significance of proliferation in hardware and content for institutions and audiences; the importance of technological convergence for institutions and audiences; the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions; the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour. This unit should be approached through contemporary examples in the form of case studies based upon one of the specified media areas. Examples may include the following:
- 10. Film A studyof a specific studio or production company within a contemporary film industry that targets a British audience (eg Hollywood, Bollywood, UK film), including its patterns of production, distribution, exhibition and consumption by audiences. This should be accompanied by study of contemporary film distribution practices (digital cinemas, DVD, HD-DVD, downloads, etc) and their impact upon production, marketing and consumption.
- 11. Positioning, genre andaudiences questions.http://www.launchingfilms.tv/planning.phpWhat does Sara say is the most important thing when planning a film release?What questions does she use to target audiences?What audience watch Specialised films?How are this audience targeted for these specialist films?
- 12. Target audiences questionshttp://www.launchingfilms.tv/planning.php?video=2&autostart=1Howare target audiences identified for smaller films?What questions must be answered to identify past audiences?Describe how 45+ year olds are targeted and why?How do teenagers decide on what films to watch?What else is different between the two age groups mentioned in the last question?Why do different audiences need to be targeted differently?
- 13. Things you needto know…How the industry thinks about its audiences.How products are tailored to audiences.How the industry represents its audience, other social groups or social issues of interest to its audience.
- 14. Why are audiencesimportant?Without them - why would media texts be created?Size & reaction measure success.People who buy provide income for production companies.Advertising.
- 15. Disney‘High School Musical’Movie– DVD-stage show – ice showCD - Stationary – Karaoke Sticker Album – lunch boxes Dance Mat – Dolls – clothingSing a long showings - competitions
- 16. BBCProgrammes / brandsoften have off shootseducational magazine series / comics audio books – books DVDs Toys – ie Tellytubbies / tweenies –
- 17. How the industrythinks about its audiences.
- 18. Target audiencesMedia producersand institutions view audiences as an ‘imaginary entity’, a mass rather than individuals. They will however have a ‘typical’ audience member in mind. (len Ang: 1991)
- 19. DoreenTypical listenerAge, likes,dislikes, habits, household, husband.Educated & intelligentHalf listensDoes not necessarily understand long words or discussions.Make sure understands and is engaged with.Talk to personally, as if known.
- 20. Imaginary EntitySubjectives usedto help define the social position of the audience member:Self image Gender Age group FamilyClass NationEthnicity Education Politics ReligionLocation (geographical & local)
- 21. Mode of AddressTheway in which a text will address or speak to its audience.
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- 23. Audience TheoriesHypodermic needleeffect.Uses & GratificationsReception Theoryhttp://www.mediaknowall.com/alevkeyconcepts/audience.html
- 24. The Hypodermic SyringeModelThis model suggests that the audience passively accepts the message ‘injected’ into them by the mass media. This model believes that there is a DIRECT correlation between the violent behaviour shown on TV, computer games etc and anti-social and criminal behaviour in real life.
- 25. Jamie Bulger- Canviolent films be blamed?Jamie Bulger, a two- year old toddler who was abducted and murdered by two 10 year old boysJon Venables and Robert Thompson, aged 10. Found guilty of the murder, and were sentenced to imprisonment in a young offenders institution.The boys had apparently watched ‘Child’s Play 3’ before they murdered the toddler.As Bulger’s death was very similar to a death in the film, newspapers such as ‘The Sun’ began to fuel the debate as to whether such violence in the media should be accepted.
- 26. Calls for morecensorship reflect the logic underlying this model. Psychologists (Bandura, Ross and Ross) have carried out laboratory experiments that are claimed to prove a cause and effect relationship between media images and behaviour.
- 27. Uses & GratificationsJayG. Blumler and Elihu KatzAudience has a set of needs that are met by the media.Diversion - escape from everyday problems and routine. Personal Relationships - using the media for emotional and other interaction, eg) substituting soap operas for family life Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts Surveillance - Information which could be useful for living eg) weather reports, financial news, holiday bargains
- 28. Reception TheoryReception theoryis an approach to textual analysis focuses on the scope for "negotiation" and "opposition" on the part of the audience. This means that a "text"—be it a book, movie, or other creative work—is not simply passively accepted by the audience, but that the reader / viewer interprets the meanings of the text based on their individual cultural background and life experiences. In essence, the meaning of a text is not inherent within the text itself, but is created within the relationship between the text and the reader.
- 29. Counting AudiencesFilm:Figures basedon box office receipts. [tickets sold, then DVDs bought/ rented[Subtract production costs to find profit = success]Print:Circulation [copies read]Audit Bureau of Circulation www.abc.org.ukRadio / TV:Viewing figures. Sample of population, viewing/listening habits monitored for 7 days.Broadcast Audience Research Board www.barb.co.ukRadio Joint Audience Research www.rajar.co.uk
- 30. Representation Do themedia suggest to large audiences that x or y character is typical of that group, and therefore that the whole group should be viewed in certain ways?
- 31. StereotypesNegative / PositiveCoronationStreet / EastendersCultures - corner shop ownersSean – CampBattersby family. Hugh Grant:Notting Hill, 4 Weddings & a Funeral, Love Actually.
- 33. Homework due Tuesday4th May 2010Create your own Fact sheet on WT using Working Title Fact Sheet Guide.