Audience: Reception theory

Reception theory is an important media theory exploring how audiences respond to media texts.

Stuart Hall is a cultural theorist who looked at the relationship between the text and the audience. He suggested that meanings are fluid and open to interpretation depending on context and the consumer’s experiences as individuals as well as communities.

Hall states there are three readings to any media text:

Preferred reading

The meaning the producers intend to communicate. This builds on the idea that producers can position the audience in a certain way and influence their reading so they accept the intended message by using recognised codes and conventions (such as stereotypes).

Negotiated reading

Somewhere between the preferred and oppositional reading. The message is modified (partly accepted and partly rejected) depending on the individual experiences of the audience (e.g their age, gender or social class).

Oppositional reading

The oppositional reading goes against the meaning the producers are trying to create. The audience reject the intended message and construct an opposite reading instead. This can be due to their own social, political or moral beliefs and values. 

Reception theory: blog task

Create a new blogpost called 'Reception theory'.

1) What is the preferred reading of a media text?

2) What is the oppositional reading of a media text?

Re-watch the trailer for the film Harry Brown:

3) What do the producers of the trailer want the audience to think about the teenagers and young people in the film?

4) Why might some young people feel the way teenagers are presented in the trailer is unfair?

Extension task 1: McDonald's advert analysis

Look at this McDonald's advert:

5) Write an analysis of the McDonald's advert using preferred, negotiated and oppositional readings.

Extension task 2: 

Find your own advertisement and write a 150+ word analysis using preferred, negotiated and oppositional readings.

Extension task 3: 

Watch the rest of the Plan B TEDx lecture about his plan to help disadvantaged young people through film and music. Do you agree that he presents a positive view of young people?

Finish for homework if you don't complete this during this week's lessons - due date on Google Classroom.

Audience: Demographics & Psychographics

The first aspect of the Audience key concept we need to study is how media companies target and classify audiences.

In order to do this, we need to learn about audience demographics and psychographics. These are two crucial aspects of how audiences are classified and identified by media companies. 

Notes from today's lesson on Audience

Demographic classification:

• Age
• Gender
• Education
• Social class
• Race/ethnicity
• Job/profession/earnings
• Home (city/village/countryside)

Social class classification

Advertisers have traditionally classified people into the following groups:

• AB – Managerial and professional 
• C1 – Supervisory and clerical 
• C2 – Skilled manual 
• DE – Unskilled manual and unemployed

Audience profiles

Advertisers these days are interested in more than just a social class classification. Now they try to sell a brand or lifestyle.

So you also need to think about the kind of brands your audience will be interested in.

Armani and Porsche? Banana Republic and Apple? John Lewis and The Times? Nike and PlayStation? Peppa Pig and Haribo?

Psychographics

Media companies use audience profiling to create a more detailed picture of their audience. One method is called psychographics and involves looking at the audience's personality, interests and the brands and lifestyle they enjoy.

Demographics and psychographics blog tasks

1) Your own demographics and psychographics.

Write out the demographic and psychographic groups that YOU fit into:

Demographics

Age:

Gender:

Education:

Race/ethnicity: 

Where you live:

Psychographics

Which psychographic groups do you feel you fit into? Explain your answer - say why.

2) Demographics and psychographics for a media product

Choose a TV programme or videogame and write what demographic and psychographic groups might be interested in that product.

Extension task 

Read this BBC Bitesize page on Target Audience. Write down three things you have learned from reading this BBC revision guide.