Audience

Theoretical Evaluation of Production

Uses and Gratification Theory» Bulmer & Katz, 1959» Entertainment & diversion = escapism» Personal companion = media is a friend, caring

about the cast of pop star.» Personal identity = how do I fit in, who am I?» Surveillance = finding out what is happening in

the world.

Cultivation Theory» Gerbner & Gross, 1975» Audiences consume media and gradually

develop views about the world, some of which are false.

» Impacts on the audiences understanding of representation- gender, sexuality, youth, and ethnic groups.

Reception Analysis» Stewart Hall, 1980» Audiences make sense of media texts according

to their social positions (gender, age, class, ethnic background, etc.)

Copycat or Modelling Theory» Coleman, 2004» Audiences are influenced by the media texts

that they consume.» This is more of an assumption used by journalist

to explain an individuals negative behaviour.

Long Tail Theory» Anderson, 2006» This theory describes how the internet has

influenced audiences consumption.» Since broadband was introduced, these impacts

have been most prominent.» (See next slide for long tail model)

Long Tail Model» A mass audience is having one shop with 50

customers; A niche audience is having 50 websites for one customer.

Institutions were targeting this mass audience before broadband was introduced.

In the current day, due to advancements in technology, institutions are able to target niche audiences far more specifically.

MASS NICHEAudience

- This means that the long tail has now become viable