Audience Ideologies

For this task, we had to create a profile of our ideal/typical audience for our genre of music video which is pop/electronic. We had to include demographics and psychographics like gender, age, occupation, music taste, hobbies, etc.

Stuart Hall’s Reception theory illustrates how the producer encodes ideologies into texts which the audience will then decode in a certain way. He suggests that there are three ways in which texts can be read and they are:

  • Preferred or dominant reading- the audience accepts the values/ ideas encoded in the text.
  • Negotiated reading- the audience accepts some of the values/ideas encoded in the text.
  • Oppositional or aberrant reading- the audience rejects the values/ideas encoded in the text.

When making our digipack we want the target audience to like the text and accept the ideas encoded within it ( preferred reading) rather than rejecting the text if it includes content which is not relevant to the genre (oppositional reading).

We also have to consider the use and gratification by Blumler and Katz. Their theory describes an active audience; suggesting there are four reasons why people actively seek out and consume media:

  • Information- self-education to suit personal needs, advice on practical matters, information on events or issues, general interests.
  • Personal Identity- reinforces personal values, models of behaviour.
  • Social Interactions- identify with others to gain a sense of belonging.
  • Entertainment- escape, emotional release, enjoyment

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