Audience Theory

Target audience - specific people that the type of media is aimed 

This is broken down though Representation - age, gender, race class, regional identity, disability, religion. 

Active audience- Primary - Engaging consciously with a media text
                          Secondary- Engaging with media while doing something else
Passive audience- Tertiary- When you don't engage with the media but know its there on a subconscious                                                  level.
Ideology - An ideology is a system of values, attitudes and beliefs which an individual, group or society hold                    to be true. Ideologies that are told to us repeatedly by important social institutions such as the                        church, the law, education, government, and the media are called dominant ideologies.

There are three theory's of audience that we can apply to help us come to a better understanding about the relationship between text.
1. The effects model or the Hypodermic Model
2. The uses and gratifications Model
3.Reception theory 

We are also going to look at the Step mode theory and the Agenda setting theory.

The effects model - Hypodermic syringe:
Imitation - this is when peoplecopy what they see
Catharsis - Realising our lives and problems aren't as bad thought the narrative of a media text such as soap operas the idea of escapism.
Desensitisation -When we become used to seeing something through the media such as violence that it becomes a normal part of society, normally negative, no longer has the desired effect on the audience

Uses and gratification:
. Personal identity
. Surveillance
. Pleasure/entertainment
. Diversion/escapism
. Learning/understanding