Types of Audience

You need to understand that there are different types of audience and different ways they interact with digital media products

Just think about how differently you and your parents access media and the different types of TV programmes you watch or music you listen to.



We access media either individually or as part of a group. Some media products are designed to be accessed in both ways where as other products are intended to solely be used in one way or the other.

Individual;
Engages with the digital media product alone - reader, gamer, consumer, web surfer, listener, DVD viewer, social networking.

Benefits can be;
  • Solo enjoyment 
  • Privacy
  • Convenience 
  • Individuality
  • Accessibility
  • Control


Group;
Engages with a digital media product with others - cinema audience, TV audience, online gamers, radio listeners, DVD viewers, social networking

Benefits can be;
  • Collective enjoyment
  • Social interaction
  • Competition
  • Belonging
  • Sharing


Every media product is made for a particular audience

Primary (target) audience
This is the audience that the media product is made for and aimed at.

Secondary audience
This is a substantial number of viewer/consumers outside the primary target audience which can affect consumption statistic if not accounted for. They will consume the product even though it is not intended for them. 
For example Parents taking their child to the cinema to see a film such as Frozen.


Audiences interact with media in different ways, these are generally categorized into Passive and Active.

Passive viewing
Audience/consumer/viewer that does not interact physically with the media product or its content, they do not generate any content or influence the production.

Passive audience theory - Hypodermic needle theory



Task - Think of as many examples of passive audiences as you can. Make sure you cover all/as many as you can sectors of media


Active viewing
Audience/consumer/viewer that physically interacts with the media product. Audeince interactions contribute and become part of the production. The audience has an element of control over how they interact with the product.

Active audience theory 
Uses and Gratification model & Two Step Flow theory


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