Audience Theory

Audience Theory

Subjectivities – used to engage with an audience and refine their social position

Who are the audience?

Who is the spectator (the audience that was not targeted)?

Who controls the audience?

Who has the power?

Is the message a “drug”? (What keeps the audience viewing?)

Hypodermic-syringe Theory

The media injects the audience

Certain values and messages are hidden behind the media. The media controls the message and influences the audience. For example, Fox News, The Daily Mail. The audience is weak and vulnerable, easily led, drugged, dumb and duped. The audience must be protected from the power of the media. The problem with the HS theory is that it views the media in a negative term and the audience is viewed as an “experiment”

Uses and Gratifications Theory

How do YOU use the media?

Some uses of media are Education, Escapism, Information, Self-Identification, Entertainment, Social and Sexual Stimulation. You are the media and the audience (the prosumer). The problem is that anyone can put anything on leading to narrowcasting, which narrows your point of view. The model uses the media in a neutral light. Maslow’s Hierarchy of Needs.

 

Two-Step Flow Theory

Two step flow theory states that are powerful sources called “opinion leaders” that have most influence and that these opinion leaders change dramatically over time. These are normally found in social networking, virals and recommendations, cults, niche audiences.

 

Reception Theory

Reception theory states that, when faced with a message from the media, you can agree (preferred), disagree (oppositional) or modify it (negotiated).Meaning isn’t fixed and determined. Meaning can be negotiated, encoded or decoded. What THEY think it means and what YOU decide its means.

Audience Questionnaire

https://docs.google.com/forms/d/1B7eH7QAsaCQfhcTbqu1zsta7kbfm_4x8psF3aX4CzdA/viewform?usp=send_form


This is a web link to my audience questionnaire


https://docs.google.com/spreadsheets/d/1w2VoXICRhdstSaiG0qFolEQ-ES6PzeNVGXwRAmHs2hQ/edit#gid=67786129



This is a web link to a spread sheet containing the results of my questionnaire.



All of responses were from 16 year old males and females. This shows that my target audience is presumably first year college students. Using this information, I know to include articles dealing with settling in and new clubs in the college as that way my audience will find the magazine relatable.



Many of my responses are taking courses that relate to Media, Art/Drama. It would be good to feature these subjects more prominently as that way my audience is more engaged as the subjects relate to them.



All of my responses were Christian. This means a possible mention of the Christian Club at Prior would be a good thing to include in the magazine. However, this  will be brief  as I do not want to imply bias towards one religion over the other.



Most of my responses had hobbies that included listening to music, I could write an article about the music A-levels or clubs involving music to engage my audience.



All of my responses said they read magazines to be entertained. This is further re-enforced by the majority of them wanting cartoons/comics in the magazine. While some cartoons would be beneficial it would render the purpose of my magazine (To inform) mute.



Tumblr was the most popular social media website according to my survey. I could include a link to tumblr in my college magazine, perhaps a digital version of the magazine could be hosted on there.
Due to the convergent nature of media, this would be very beneficial and attract a larger audience.



All of my responses had parents who work in middle-class jobs. This subjective allows me to engage with my audience and refine there social position. Also, most of my responses said that they talk to their friends if they are having problems. I could potentially include a article akin to the "Ask ______" found typically in Women s magazines. The letters could be from college students.


All of my responses sometimes follow brands and sometimes donate to charity. This will put them in the psychograph of a Balanced (An Achiever and Social-conscious type A. Achievers are people who's personality is geared towards them being successful, wanting to be top on the social hierarchy, they tend to buy brands and the latest things in order to seem popular and rich. Social-conscious type A are people who wish to help out others in the world and generally want society to be a better place. They usually donate to charity and have strong social views.  ), wanting to look successful and popular but also wanting to do good in the world. Most of them only spent £0.00-£30.00 whilst they went shopping.

Photos for AS Media

This is an extreme high angled long shot. A high angled is typically used to make the subject look vulnerable or powerless. This shot also uses the rule of thirds technique, as three of us have been positioned in such a way that the audiences eyes shift from the right, to the left then to the middle. To improve this I would have moved the person at the bottom of the stairs slightly more to the left. 

This is a medium close up of three different people. A shot like this is usually used to imply a friendship between the people. Also is this shot contrast has been used to make the people stand out more. For instance the girl's blue hair contrasts with the pink and red painting behind us, making her stand out more.

This is a low angled long shot. A low angled shot is used to make the subject/s seem powerful and dominant. I do not think that this picture is well constructed personally, as the people in it appear blurred and unfocused.

This shot is a mid shot, showing the person from waist to head. We also used this image as an example of contrast, the black hair and gray jumper contrast with the image of the pink brain and red background behind her. However the image has obviously been taken incorrectly as it was meant to be portrait.

This shot is an example of contrast in photography. The blacks and grays of the image contrast with the reds and blues of the background, causing the squares to stand out more. Rule of three has also been used as the image seems to be have divided in a 3x3 section, with each square fitting each of position of the frame. 

We took this photo to use as an example for how lighting is used to create a good image. Here we see that the lights emitting from the table are directly contrasting with the gray and dark background. We also used the windows as a way to create a "frame" for the image. The windows allowed us to use rule of three and to focus attention on the silhouette of the person.

This shot has an interesting texture, We used a close up on this shot as that way the viewer can see the details in each bit of the painting such as the seaweed and pigments of color in the rocks.

In this shot we used the painting as framing. The fact that the picture was framed automatically makes it an example of framing, We tried to take a picture at an angle to give it an interesting perspective.

In this shot we used a high angled shot to create the impression of vulnerability. Our clothes also contrasted with the wooden flooring, allowing use to stand out more ,gaining the audiences attention. We also used direct mode of address as we are both looking directly at the camera.

Blog introduction

This is the first blog of my music magazine coursework project.  Over the course of this blog, I will show you how I have been building up ideas for my music magazine.

I am particular interested in artists such as Radiohead, Modest Mouse, Muse and any other bands, particularly in the Rock/Indie genre. Therefore, a music magazine specializing in the indie genre such as NME would be the most fitting to research. NME is a British weekly music journalism publication that started in 1952. It is largely associated with rock, alternative and indie music. While it started out as a music newspaper, it it gradually moved towards a magazine format during the 1980s.

According to http://www.nrs.co.uk/latest-results/nrs-print-results/general-magazines-nrsprintresults/

198 out of 51589 15+ read weekly NME magazines. While this obviously less popular than magazines such as Now TV. This shows that my music magazine will target a niche audience, allowing my magazine to be more specific. 

Stereotypes and Analysis

Stereotypes

Stereotypes are widely circulated ideas or assumptions about particular groups. Although stereotypes are often seen as a derogatory term not all stereotypes are used to invoke a negative image.

Stereotype - a widely held but fixed and oversimplified image or idea of a particular type of person or thing:

 

Archetype - a very typical example of a certain person or thing:

 

Denotation – observations, what is seen in the picture

 

Connotation- what can be inferred from the picture; the suggested meaning

 

Mode of Address – how a medium treated by its audience/how it treats its audience

 

Stereotyping can be seen similarly on a more basic, subconscious level:

• Appearance
• Behavior
• Fits the medium (visual shortcut)
• Real vs. imaginary
   

Angelina Jolie

Bright lighting allows for Angelina Jolie to look friendly and inviting as opposed to the negative image we see if a character is placed in shadow.

Make-up is applied to make her seem more attractive

Direct mode of address engages the viewer

Fashionable hat’s color contrasts with the face of Angelina, allowing her to “pop out”

Close up shot.

Brad Pitt

No direct mode of address, suggests disinterest in the viewer  

 Medium-close up shot

Sunglasses, cigar, spikey hair enforced a stereotypical “cool” image

“Brad Pitt” typography is large and bold – suggesting importance

No curves suggests ruggedness and masculinity

Background is a lake, this connotes relaxation  

 

 

 

Thom Yorke – Radiohead/Atoms for Peace

Indirect mode of address suggests disinterest and mysterious enigma

Black old-fashioned shirt contrasts with white background, making Thom stand out more, implying importance

Messy hair, beard and untidy shirt connote wildness. Thom does not seem to care about his appearance.

Bright lighting contrasts with the dark clothes and grey background to create a sense of "murkiness" and dirty appearance.

Mid close up shot - feels like viewer is at conversation level with him with contrasts with the indirect mode of address

Media Enrollment

AS Media Enrollment Task

Radiohead

 Radiohead are an English alt-rock band formed in 1985. Radiohead have sold more than 30 million albums worldwide with their work being praised by critics and fans alike. In 2005 they were rated 73 in the Rolling Stones Magazine’s greatest artists of all time.

 The main focus of this image is the band, with the central focus being Thom Yorke, the lead singer of Radiohead. There is direct mode of address as the band is facing towards the audience. The band is against a white background, therefore the setting is artificial. There is a large depth to the photograph due to the fact the band seems spaced out and positioned next to each other. This creates the impression that each member of the band is equal to one another and re-enforces the relationship between them.

 The main focus of the image is the band, with the central focus being Thom Yorke, the singer of the band and arguably the most famous, facing the audience. This is an example of direct mode of address. The background image is reminiscent of a rainbow, which contrasts with the band as they are all wearing black clothing. This could be symbolic of how Radiohead tend to stray away from the happier, upbeat sound that is in the music industry and tend to write more melancholy, unique songs – they don’t conform to the modern songs we hear on the radio today. The most highlighted area of the image is the band members’ faces, however a lot of the members are covered in shadow, re-enforcing the bands image. A lot of thick black lines are repeated on the image, “covering up” the rainbow in the background and creating a vertical pattern.

 The focus of this image the band, with the central focus being Thom Yorke, the lead singer. Ironically, despite being the lead singer, Thom is the only person in the image not participating in direct mode of address. Additionally, he is wearing sunglasses, further re-enforcing the “disinterest” he appears to have at the audience. This creates the impression that Radiohead do not care about the fame that comes with being recognisable musicians. The setting is real as the picture has been taken in a forest, creating a more atmospheric environment that invokes nature and peace. The band is wearing casual clothing which helps the audience relate to them, as opposed to the more exaggerated pop star costumes and fashion as seen by Lady Gaga or Katy Perry.

 The main focus of this image is the band, with the central focus being Thom Yorke, the lead singer. Much like in the previous photo, Thom Yorke is facing away from the audience, further re-enforcing his stance on popularity and stardom. This photo has been taken from a low vantage point, making the subject seem dominant. The image contains a lot of shadows, creating a feeling of uneasiness, re-enforced by the bands dark clothing. The image appears to have been edited, as there is a slight blue tint on everything, creating a cold environment despite the natural location the photo has been taken. 

The main focus is the band, unlike the other pictures there is no central focus, the band has been positioned next to each other to create a feeling of equal importance. Some band members show direct mode of address, particularly Thom who is pointing at the audience. This helps the audience feel involved with the band. The image has dark colours and lighting, blacks and blues are used prominently creating a cold atmosphere.

 Muse 

Muse is an English space rock/metal band formed in 1994. They have been nominated for 5 Grammy awards, of which they won best rock album for The Resistance. As of June 2012, Muse has sold over 15 million copies worldwide.

 The main focus point in this picture is the band with the central focus being Mathew Bellamy, the lead singer. The image is monochrome, creating a cold and unemotional atmosphere. The shadows used help to create contrast and bring the viewers focus to the band, who are in light. The angle the picture was taken is a low angle, making the subject look dominant. There is direct mode of address in this image.

 The main focus point of this image is the band. The central focus point is created by having the band members at Mathew’s side wearing black clothes where as Mathew is wearing white, this creates contrast and brings the viewers attention to him. There is direct mode of address featured as each band member looks toward the viewer, this is further re-enforced by Matthew pointing towards the viewer, which makes them feel involved with the band. The band members are positioned next to each other, re-enforcing the fact that they are good friends.

 The main focus of this image is the band. There is direct mode of address in this image as the band members look at the audience. The clothes the band is wearing are not what are typically worn by most people, creating an impression of uniqueness. The image has shadows on the left and right sides, creating contrast and bringing the viewers attention to the band. The band is positioned together, re-enforcing the unity of the group.

 The main focus of this image is the band. There is no direct mode of address. The image is monochrome, creating a cold and serious impression. The band is wearing all black, re-enforcing the coldness while also creating contrast – they “pop” out more and so the viewer’s attention is brought to them. The angle this image has been taken is low, creating the impression of dominance. The location is a grey and drab building, the weather is cloudy. This creates melancholy.

 With their un-kept ties and messy hair the band evokes teenage rebellion, aiming at a potential target audience. The lead singer, Matt, is wearing a black suit, contrasting with the other band members and bringing the viewers focus towards him – he is the central focus. Again, the band is positioned next to each other and with the addition of school attire I can infer that the band is made up of close friends.

 Interpol 

Interpol is an American rock/post-punk revival band that was formed in 1997 in New York City. The band’s debut album Turn on the Bright Lights was critically acclaimed, making it to 10th position on the NME‘s list of top albums in 2002. Later records have turned them into a commercial and critical success

 The main focus of this image is the band, the image uses dark lighting and shadows to contrast with the white and gray shirts the majority of the band are wearing, making the band “pop” out. The business suits the members are wearing suggest professionalism and seriousness, much the like the international police the band’s name references. Direct mode of address is featured in this image, involving the viewer.

 The white background contrasts with the black business suits the band are wearing, making them stand out more. This tells the viewer that they are important. Direct mode of address is used in this image. The band uses a color scheme of blacks and grays to create a serious impression, they are unlike the bright and colorful pop stars that are featured prominently in the pop music industry. The band are positioned next to each other to imply a strong relationship between them.

 The sunglasses that some of the band members are wearing invoke images of the FBI and Men in Black, fitting for a name such as Interpol. Again, dark backgrounds contrast with the white shirts some of the members are wearing, making them stand out more and seem more important than the others. Direct mode of address has been used.

 The main focus of this image is the band. The un-kept shirt and graffiti imply that the band caters to the rebellious, teenage audience, which re-enforces one of the types of genre of music they play: Punk. Our attention is brought towards the band member in the middle, as he is positioned further in front of the other members; this suggests importance. Direct mode of address has been used.

The band has been positioned close together to imply a strong relationship between them. The audience can infer that these people are good friends. Interestingly, the lead singer, Paul Banks, is positioned behind the other bands member, and looks the most secluded. This could imply that there is no “face” of the band, each member is equal, further re-enforcing their friendship. The marble wall creates the impression of seriousness and coldness. Direct mode of address has been used.

Genres

Genre Media Task

According to the research, http://news.bbc.co.uk/1/hi/7598549.stm, the fans of certain music genres share common personality traits. Here I highlighted the genres I like and have listed the personalities that the fans of the genres have.

• Rock -Low self-esteem, creative, not hard-working, not outgoing, gentle, at ease
• Pop-High self-esteem, not creative, hardworking, outgoing, gentle, not at ease
• Indie-Low self-esteem, creative, not hard working, not gentle
• Folk
• Classical-High self-esteem, creative, introvert and at ease
• Metal-Low self-esteem, creative, not hard-working, not outgoing, gentle, at ease
• Country-Hardworking, outgoing
• Jazz-High self-esteem, creative, outgoing and at ease
• Rap-High self-esteem, outgoing
• Punk
• Electronic
• Hip-Hop
• Reggae
  As a fan of the rock, indie and country I have been described as Low self-esteem, creative, not hard-working, not outgoing, gentle and at ease. While I agree that I am creative, gentle and at ease, I completely disagree with the other statements.
  According to this study in 2004, http://www.standard.co.uk/news/the-teen-tribe-categories-6982210.html, teenagers get into social groups depending on the type of music, fashion sense, ect. These are the supposed social groups:

Goths: (girls) black clothes and lipstick, lots of hairspray; (boys) not much different.
Listen to: Fear Factory, Marilyn Manson, The Cure.

Nu-metallers: (boys only) oversize rock-band T-shirts, skateboards, three-quarter-length trousers.
Listen to: US heavy metal such as Limp Bizkit, Linkin Park, Blink 182.

Soulstrels: (girls) very short/tight clothes. Designer accessories and gold jewellery. Nail extensions and a mobile phone in permanent use. Bling-bling.
Listen to: R&B, hip-hop, soul and pop.

Indie kids: Seventies clothes from charity shops. Straight, floppy hair. Cheap, casual just-got-out-of-bed look.
Listen to: independent rock bands no one else has heard of.

Pop princesses: (girls only) pink, silver and baby blue, plus add-ons from Claire's Accessories.
Listen to: Britney Spears, S-Club, Gareth Gates, Will Young, Atomic Kitten.

Clubbers: (girls) turquoise and white. (Boys) Ben Sherman shirts, black shoes, hair gel.
Listen to: Basement Jaxx, Faithless, Ministry Of Sound compilations.

Grungers: Dreadlocks, baggy combat trousers, Converse trainers, hoodies. Hang out in army surplus stores and at the front of gigs.
Listen to: US "emo" (emotional) rock bands like Jimmy Eat World.

Skaters: Labels such as Converse, Dickies, Silas. A skateboard capable of serious tricks.
Listen to: Beastie Boys. Definitely no Grungers' bands

While most of these social groups are still prominent today, many of them have changed or died out. Skaters are very uncommon these days, as are grungers. Indie kids are now known as hipsters and are usually portrayed in a negative light, as Goths. Nowadays there are some male members of the goth social groups, and the goths have been known more commonly as Emos. Nu-metallers, Soulstrels, and Pop princesses are still common today, presumably because the main radio shows generally these genres.

A sub-genre is a subdivision of a genre of literature, music or film. For instance, gothic horror is a sub-genre of horror, which usually focuses on traditional monsters such as Frankenstein and Dracula. Sub-genres of music are Dubstep, Pop Punk, Alternate Rock, and Scottish Pirate Metal.

A niche market is a focused, targetable portion of a market. For instance, a magazine known as NME targets the Indie music fans, which are niche compared to the fans of pop or rock, as they are considerably less popular.