Active and Passive audience theories
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The document discusses the concept of media audiences, defining what media is and the various ways individuals consume it. It categorizes audiences based on factors such as socio-economic status, demographics, and psychographics while exploring the difference between active and passive consumption models. The text emphasizes the significance of understanding audience behavior to predict interactions with media and fulfill informational, personal identity, social integration, and entertainment needs.
Active and Passive audience theories
- 2. A Reminder… • What do we define as ‘the media’? • What different types of media do we ‘consume’?
- 3. Your Media Life • Make a list of as many different ways that you have consumed media in the past week? • What 3 different ‘texts’ have you used the most?
- 4. What is an Audience? • An audience is a group of people that consume similar media in a certain way • The method in which an audience is ‘constructed’ or ‘located’ is always beneficial to a powerful group of people
- 5. Why Study Audiences? 1. By identifying an audience you can predict behaviour. 2. A viewer can then adapt their own understanding of a text
- 6. Types of Audiences What different categories can we put audiences in?
- 7. Audience Classification • It is useful to first split audiences into these categories: o Socio-Economic Status o Psychographics / mood o Demographics o Technology
- 8. Socioeconomic Status Group Example Job Type Wage Bracket A Higher Managerial, Admin & Professional (Managers & Lawyers) £50,000 + Intermediate Managerial, Admin & Professional £25,000 - £50,000 Upper Class B Middle Class C1 Lower middle Class C2 Skilled working class D Working Class E Low income earners Supervisor / junior manager £15,000 – £25,000 Skilled Manual Workers Semi-Unskilled workers £7,000 - £15,000 Pensioners / Widows, Casual workers, Students £5,000 - £7,000
- 9. Psychographics / Mood • Psychographics can change over time • They reflect an audience member’s: o Attitudes o Personality o Values
- 10. Demographics • Demographics are static attributes that rarely change • They refer to an audience’s: o Age / Gender / Ethnicity / Sexual Orientation / Regional Identity
- 11. Technology • The medium or institution that an audience uses to consume media • This could refer to: o ITV / Radio 1 / Netflix / Vogue / Twitter
- 12. Examples of Constructed Audiences • • • • • A ‘Playstation 3’ audience An elderly audience A gay audience A Twitter audience A tired (post-work) audience
- 14. Fast Girls (2012) • • • • Girls / aged 15-24 / Post-secondary school Londoners / Urban Sporty / aspirational C1 / C2 socioeconomic status • Kidulthood / The Misfits / Step Up / Skins
- 15. The Best Marigold Hotel (2012) • • • • Men & Women / aged 50 + / Retirees Southern England/ Rural / Ex-pats Worldly/ reflective A / B socioeconomic status • The King’s Speech / The Boat That Rocked
- 16. Specific Audience Models What is the Theory?
- 17. Active Vs. Passive Consumption • Media texts are ‘consumed’ by different audiences in different ways – an audience member can be Passive or Active • Passive – a passive model of consumption suggests that texts have an effect on the audience • Active – an active model instead suggests that audiences interact with the text to create meaning
- 18. Interactive television Which TV shows force you to interact?
- 19. Interactivity Physical Interactivity A handshake / a keyboard / a controller Social Interactivity Joining a group / phoning in / talking with other fans / Intellectual Interactivity Forming an opinion / having a thoughtful response Emotional Interactivity Crying at a sad scene / laughing at a joke Content Interactivity Creating a blog / Retweeting / leaving a comment
- 20. The main differences Passive Active Accepting opinions Forming opinions Paying little attention Paying full attention Watching a game Playing a game
- 21. A passive model Text A media text has a direct influence on a passive audience Audience
- 22. An active model Audiences engage with what they consume and are actively making their own meanings Text Audience
- 23. Uses & Gratifications Information Personal Identity Social Integration Entertainment
- 24. Information • Finding out about relevant events and conditions in immediate surroundings, society and the world • Seeking advice on practical matters or opinion and decision choices • Satisfying curiosity and general interest • Learning; self-education • Gaining a sense of security through knowledge
- 25. Personal Identity • • • • Finding reinforcement for personal values Finding models of behaviour Identifying with valued other (in the media) Gaining insight into one's self
- 26. Integration and Social Interaction • Gaining insight into circumstances of others; social empathy • Identifying with others and gaining a sense of belonging • Finding a basis for conversation and social interaction • Having a substitute for real-life companionship • Helping to carry out social roles • Enabling one to connect with family, friends and society
- 27. Entertainment • • • • • • Escaping, or being diverted, from problems Relaxing Getting intrinsic cultural or aesthetic enjoyment Filling time Emotional release Sexual arousal
- 28. In Groups… • We are going to create a profile of the gratifications people get from different genres. o o o o Sport Reality TV Soap Operas Documentaries
- 29. Talk Shows
- 30. Information • Different subject matter each episode • ‘Real life’ issues and problems • Based on families / relationships • Taboo subject matter
- 31. Social Integration • Watch with friends / family • Empathise with guests of show • Tweet along / talk about with others later • Substitute for conversation with real-life companion – conversational mode of address
- 32. Personal Identity • Reinforces beliefs about family life and relationship ethics • Provides advice about personal problems • Identify with similar characters • Recognisably British
- 33. Entertainment • Probably involve a fight or an argument • Familiar format – easy to watch • Laugh at the misfortunate – reassuring about own possible problems • ‘Shocking’ subject matter
- 34. In your groups How does the genre appeal to peoples need for: • Information • Social Integration • Entertainment • Personal Identity
Editor's Notes
- #19: Quiz / Cooking / Competitions / Gambling