Identifying an audience

Uses and gratification theory- 

What needs do certain media texts fulfill, for example people could watch EastEnders for reasons such as Escapism into characters lives, surveillance to know what is going on and to keep up to date, and most obviously for the entertainment value of the show. 

Why watch a horror film?

·       There are many reasons a person may decide to watch a certain genre of film for example a person may choose to watch a horror film for the Thrill, giving them an adrenalin rush and releasing endorphin's making them feel excited. Another reason to watch this genre of film would be escapism, exploring the characters and relating and emphasizing with them, almost acting like their super ego- what should the character do to survive? Socialization with friends is another aspect of the horror genre, it is often in groups that horror movies are watched, especially groups of teenagers who have a certain vulnerability. They’re just exploring their boundaries, what is safe? how far they can push without consequence? Horror movies are also watched simple because people like to relate to certain situations characters are in, it gives them a thrill to think they're like the characters. For example a lot of horror films are set Somewhere safe, the white picket fence suburban house. It’s this that’s under fret, its symbolic of a teenagers world and hem becoming disillusioned. Horror films also link into people xenophobia and their fear of the other- anybody different from them this can include sci-fi movies which include aliens and monsters.

Audience’s reception

Audiences read things differently, depending on their race, gender, age, sexuality and education. Not everybody is going to view something to same. 

Stewart halls encoding theory: 

Preferred reading- what the director wants the audience to get from their media text

Opposite reading- opposite from what director wants the audience to get from the media text. 

Negotiated reading- When the audience understands the directors wish for the media text but think that is is either bad or doesn't really send the message across clearly.  

Aberrant reading- when the audience get the meaning completely wrong.

An example of an Aberrant reading is War of the worlds by Orson Wells-

In 1938 a reading of War Of The Worlds aired over American radio, it caused mass panic across America as some viewers believed that an actual alien invasion was occurring. They thought the play reading was a news broadcast. This mass panic is less likely to happen today as we have many more forms of media to verify stories, and unlike past audiences we are active in comparison to how passive as an audience they were. They believe the media, thinking that the were being told the truth. In today's society we view the media with more distrust making it less likely for mass panic to occur.  

Spaghetti grows on trees is an example of preferred reading. In 1957 a documentary broadcast on panorama by the BBC aired, it showed people how spaghetti grows on tree's. This is obviously not true but due to the limited information people had at the time the audience believe it to be fact. It also links in to how at the time audiences were more likely to believe the media without fault, trusting it to be fact. Today people are less likely to believe such stories as they have more assess to information, and more education about such things. We are an active audience, that interacts with the media. 

Hypodermic needle theory 

Theory that what the media puts out you believe- it’s like brainwashing on a passive audience, it was easy in the 50’s as the audiences were more passive, the message that directors what to put across is like a drug, its pumped in to the audience. Audiences are now more active, they're not likely to believe all that the media tells them. They’re very sophisticated, with access to social media making the sharing and finding of media more easy, as well as increasing interaction with media.

Viral advertising such as Facebook, and twitter sharing also adds to the modern day audiences sophistication. This type of advertising the brand for free works well for people, as when the audience find an advert they like they can share it with friends on Facebook for free. Which is good for the brands. 

A modern day look at how different people react can be used when watching the T-Mobile advert which shows royal family lookalikes dancing around in a sketch that is supposed to be the royal wedding between Prince William and Kate Middleton. The preferred reading of this advert is that it is funny, its a celebration of life and the royal wedding. It was relating to the current events in the news at the time it was first released. The Opposite reading for this advert was that it is not funny, they don't understand it. Some people may also find it offensive as it may be seen as mocking marriage and the royal family. The negotiated reading funny but what has it got to do with T-Mobile? The Aberrant reading which did happen was that the global audience many not understand or mistake the advert as the real royal wedding. This particularly applies if the audience didn’t know about the royal wedding therefore the advert would be confusing.