Views audiences as both the producers and the consumers of the text. His approach to textual analysis is that the consumer actively negotiates the meaning.
In Stuart Hall’s Essay he wrote about the four stages of model communication, which is the production, Circulation, use of distribution/consumption and Reproduction of media messages. Production is where the encoding of the message takes place, working off society’s beliefs and values. Circulation is how individuals perceive things and how the audience will receive the message. The use of distribution and Consumption is the decoding of the message which requires active recipients. And the Fourth stage is Reproduction which is the stage after the audiences have interpreted the message in their own way and style based on what they believe. Once all stages complete Stuart Hall said to wait and see whether different individuals take action after they have been exposed to a specific message. The decoding of a message is how an audience member is able to understand, and interpret the message. This is Stuart Hall’s main theory.
http://en.wikipedia.org/wiki/Stuart_Hall_%28cultural_theorist%29
http://www.theguardian.com/society/2013/aug/18/professor-stuart-hall-multiculturalism-film
NEW MEDIA
There are many new ways in which we can measure audiences...including:
- Facebook and other social networking sites
- Online forums - comments tools
- Views on YouTube and Google +1
When looking at audiences, there are two main types of research:
Quantitative research
Questionnaires.
Number based
Closed questions to generate exact answers
Very factual
Qualitative research
Interviews, focus groups
Analysis of exciting products
Open questions to generate answers open to interpretations
Individual preferences
Audience engagement
This describes how an audience interacts with a media text. Different people react in different ways to the same text
Audience Expectations
These are the ideas of audiences have an advance if seeing a media text. This particularly applies to genre pieces.
Audience Fore knowledge
This is definitive information that audiences bring to a media product - rather than vague expectations.
Audience Identification
This is the way audiences feel themselves connected to a particular media text, in that they feel it directly express their attitude or life style.
Audience Placement
This is a range of strategies media producers use to directly target a particular audience and make them feel that the media text is specifically for them.
Audience Research
Audience research is essential to any successful film, as the institutions need to know who their target audience is and what they like and dislike. Audience research is a vital part to any campaign. Questions such as “what will people buy” need to be asked while in the process so that they know there film will be successful, research techniques that are popularly used are questionnaires. Audience research is carried out in all stages of production and once produced the audience will still be monitored.
Unique Selling Point
Is a marketing concept where there is an aspect or element in the film which is unique and makes the audience want to pay to go watch the film. It is something that makes a film different from everything else.
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