Media Studies - Audience Terminology

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Demographic
Features of audience members that they cannot change, e.g. age, gender, ethnicity
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Psychographic
Values that the members of the audience may hold, e.g. success, happiness
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Target Audience
The demographic that the text is aimed towards.
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Accidental Audience
Also known as secondary audience, these are members of the audience who accidentally view a media text with no intention of doing so, e.g. a parent watching a music video of a genre that they don't enjoy.
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Critical Audience
Members of the audience who may criticize the text that they view.
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Regulated Audience
Audiences who control what others watch/hear/read, it can be official regulators such as Ofcom, or unofficial such as parents.
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Dominant/Preferred Reading
The audience will accept the message of the media text.
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Negotiated Reading
The audience partially agrees and disagrees with the message of the media text.
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Oppositional Reading
The audience rejects the message of the media text.
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Hypodermic Needle Theory
When a media text injects messages into the minds of a passive audience, intended by the institution.
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Other cards in this set

Card 2

Front

Values that the members of the audience may hold, e.g. success, happiness

Back

Psychographic

Card 3

Front

The demographic that the text is aimed towards.

Back

Preview of the back of card 3

Card 4

Front

Also known as secondary audience, these are members of the audience who accidentally view a media text with no intention of doing so, e.g. a parent watching a music video of a genre that they don't enjoy.

Back

Preview of the back of card 4

Card 5

Front

Members of the audience who may criticize the text that they view.

Back

Preview of the back of card 5
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