AS Media Studies: Approaching Audience Questions
How does the same media text attract/target a range of different audiences? Refer to your own detailed examples.
Introduction:
· Outline that a media texts primary aim is to attract audiences so they keep getting funding for their product or target again to meet target audiences needs and get high viewing figures.
· Explain that audience are attracted to media products for many different reasons and give some examples of what they may be...... (e.g. Narrative, Characters, Personal Identity, Information, Loyalty, Social Identity etc)
· Explain which texts your answer will approach
Main Body:
· For question 2c and 3 give 3 textual examples.
· Remember you need to choose texts to discuss that attract a RANGE of different audiences so it needs to be a text that will be popular with different audiences
· You will need to explain:
Ø The genre of the text
Ø Reason for attracting different audiences
Ø Examples from the actual text that may attract different audiences for different reasons- explain these reasons in detail
Ø Viewing habits- if a programme is on at prime time 6pm-9pm then it is more likely a more diverse audience will be attracted to the programme
Ø With reference to film, a classification may affect who views it (e.g. if the film is an 18 it discounts anyone below this age barrier)
Ø Compare and contrast different reasons for consuming these texts and what may be communicated to the audience through them
· Good texts to approach this question may be:
Ø Shameless
ü Variety of different types of characters: age, gender, ethnicity, sexuality etc that may attract different audiences and give them personal identity- explain who and why would be appealed to through some of the characters
ü Time of viewing- 10pm so it is for an adult audience.
ü Variety of storylines- discuss the storylines that are present in the episode you viewed, how would they attract different audiences and why?
ü Uses and gratifications- people would view the programme to fulfil different needs- explain some of the content of the episode you watched- explain what needs they would they fill, identify who for and reasons why.
ü Loyal fans of the series- now on series 9.
Ø Crash
ü Explain the diverse ethnic representations that may appeal to different audiences in the film- explain the role of a couple of characters and how they may appeal to different audiences
ü Certain topics/ issues in the film may appeal to different audiences through the narrative- explain some of the narrative strands and how they may attract different audiences
ü The exploration of racism/ discrimination in the film may appeal to different audiences- they may see these representations as an alternative way of presenting them to the world and find this more realistic- explain some of the sequences that may encourage this response
ü Uses and Gratifications: Personal Identity, Information, Escapism- explain who, why, when.
Ø Nike Advert (Rooney)
ü Celebrity endorsement- football fans may be attracted to this advert as he is endorsing the Nike product, explain how they will consume some of the ideologies and how they may agree with them.
ü Patriotic audiences may be attracted to this product- explain what is being presented to the audience and how this may agree with their personal social values- this reinforces their beliefs
ü Positions audience to take different responses to the advert and controversy- explain who would have these responses and what they would be
Summary:
· Sum up points you have made briefly about your chosen texts
· Give brief reasons for diverse and different audiences
· Sum up what may attract different audiences to the same text
In what ways do different audiences respond differently to the same media text? Refer to your own detailed examples.
Firstly, look at what they question is asking you.
1) Identify ways audiences can respond- take a preferred reading, negotiated or oppositional could be one example of responses.
2) Then identify different audiences- gender differences, age, ethnic group, religion etc.
3) Then using the ways audiences can respond choose an audience group and show how and why they might respond differently. Eg. Black Men.
4) Then select an appropriate text and example. Eg. Crash- Black Youths, Anthony and Peter, represented as criminals and stereotypical through the car-jacking scene.
5) Discuss responses your audience group may take e.g. They might take a preferred reading of a text as they fit the lifestyle and age group represented so can relate to the character but could equally reject the stereotype and be very offended that Black people are portrayed in a negative way, as they themselves are very career focused and successful.
6) Repeat with another audience group- a gender, age group etc and show their difference responses to the same text.
Structure of Essay/ Exam Question
Introduction
Write a short Intro showing you understand audience. E.g.
All texts are constructed for a particular audience but often a range of people from a variety of backgrounds will watch, listen or see these texts.
Audiences will always respond differently in accordance to their own ethnicity, gender and age, not to mention cultural contexts and life experiences. Even if audiences share the same demographics such as their social class or their age group, audiences are still individuals and will respond accordingly.
Main Body
- Discuss your examples from 2 or 3 Texts (depending on how many marks the question is worth). Identify a scene from each text and explain using general differences such as ethnic, age, sex, religion, culture, social class etc
- Explain using theories such as Reception theory and Uses and Gratifications.
- Be specific and show your understanding.
- Link wherever you can do your wider contextual knowledge and ideology. What is happening in society today or historically that might make someone respond in a certain way. Are there any current debates concerning the issue you have raised.
- Whose messages are being represented and how will the audience react to them. This is particularly relevant for texts that aim at an audience such as Middle class white British (Shameless). How would a Working Class audience therefore respond?
Remember, don’t just drop in theory you must show that you understand!
Don’t say:
Muslim people would take an oppositional reading to Shameless.
Do say:
Applying the reception theory, Muslim people may take an oppositional reading of this text. This means they would reject the preferred reading of the text, which tries to show humour and a gay character as a normal part of society. Muslims would not support nor be able to relate to homosexuality being explored within this text, as they hold strong religious values that forbid gay relationships. In the past ten years, Gay couples are becoming more prevalent in the media with many soaps, dramas and films featuring Gay characters. However, there has been a rise recently of Muslims reporting abuse from families due to being gay. It is therefore still not accepted in this faith. Additionally, as this text is clearly targeting a White British audience through the cast shown and their lifestyles, this further alienates them from relating to and enjoying this text.
Conclusion
Very brief summary of the main point you have raised which relate to the question- make sure you answer the question.
TIP:
An alternative way of asking this question may be:
“With reference to your own detailed examples, explore what influences how audiences or users respond to media texts.”
With reference to your own detailed examples, explore how media texts position audiences and/or users.
Firstly, you need to be clear about what the question is asking you to focus upon. When we refer to ‘audience positioning’ we are looking at:
- How the audience are placed in a particular position by the text.
- We are also looking at how a media text offers positions to an audience
- We are focusing upon how the language (media language- codes and conventions/ content) can produce a particular point of view for the spectator (e.g. through narrative techniques used we are often positioned as an ‘observer’ of the events in a text but sometimes we are included as ‘part of the team’ as in a TV show like CSI)
Introduction:
- You need to show you understand that media products need an audience to survive and receive funding
- You then need to elaborate on this further by defining what audience positioning is (see above)
- Highlight how texts are constructed to position audiences in a particular way and use a generic example to illustrate this (e.g. horror films position audience to be scared and excited by use of: technical codes- low-key lighting, emphasised sound effects, music etc)
- Outline the 2-3 texts you will be exploring
Main Body:
You must choose 2-3 texts to explore for this answer depending on how many marks the question is worth. Texts that may be relevant to use are:
Ø Shameless:
ü Audience are positioned from the character ‘Liam’s’ point of view through the voiceover- we see the events through his eyes and are positioned to perceive certain characters around him in particular ways (find a textual example to illustrate this)
ü The audience of Shameless are positioned to view it from a controversial point of view as the narrative and character functions are presented through extreme stereotypes and use of exaggeration which may shock some viewers (often a negotiated reading of Shameless is taken- some may watch the programme to see how far the boundaries will be pushed. Find a sequence that illustrates a controversial topic/ storyline)
ü Audiences are positioned to gain ‘Entertainment’ as a use and gratification through the use of humour, controversy and taboo subjects the programme approaches. (Find a sequence that will illustrate entertaining the audience)
Ø Nike Advert (Wayne Rooney)
ü National Identity/ Patriotism: Audiences are positioned to take a preferred response to the visual codes in this advert by perceiving football as being ‘as important as religion and British culture’ (deconstruct the image to illustrate this- e.g. crucifix-like icon of Rooney).
ü Religious Beliefs: People who consider themselves to be religious may be positioned to take an oppositional response to the text as they may feel insulted that Rooney has been compared, through use of symbolism, to Jesus Christ. You can argue that Nike as a company may encourage this response from a segment of the audience as the controversy will bring more attention to the advert, thus helping them receive more publicity and PR and promoting their product further (especially as Adidas was the key sports brand sponsor of the World Cup 2010).
Other texts that you could use to answer this question are:
ü West is West (ethnic grouping, regional/ national identity)
ü Riots : BBC News/ ITV (National Identity, regional identity, Tabloid pics)
ü Dove Evolution (Gender positioning, Issue Perception, Institutional Context)
ü Tomb Raider (male gaze, 1st person/P.O.V, third persons)
ü Crash (crash scene P.OV shots, L.A’s, females as weak, males dominate)
Evaluation:
ü Very brief summary of the main point you have raised which relate to the question- make sure you answer the question.
