Unit 6 Intro to LO1

Why do media producers need to know their audiences?

Media producers need to know their audiences well as it is important for them to know what they
like, who the target age is and things that will interest them. This is very important as the aim for the
media producers is to interest and intise the audience to watch their show or other form of media,
to watch and keep them watching.
Give 2 examples of media theories that explain how audiences respond
Hypodermic needle
The Hypodermic Needle theory is when you target a mass media such as advertising, this is quite an
old fashioned theory and relates back to Propaganda. Propaganda was used a lot during the world
wars and plays on changing peoples mind and opinions, this is important in advertisement and
media because the media producers want to sell or advertise a product. This plays on the audience
being a passive audience as they soak up all the information and believe it because its made by the
media, this doesnt work as well these days as people respond differently and use others to think
about it as a group.
Uses of Gratifications
Instead of injecting the mass media with information and expecting those to believe it like the
Hypodermic Needle. Uses of gratifications look more at what the consumer really want. This is more
of an active audience as they think on their own to become more independent on what they like and
what they expect from a show.
Which organisations supply audience information?
Audience data companies such as BARB and RAJAR. BARB (The Broadcasters' Audience Research
Board) BARB provides weekly updates of the UKs audience figures. It has figures and statistics on
what is most watched, most popular and whats next. RJAR (Radio Joint Audience Research) this
does the same as BARB however it focuses on radio and radio statistics.
List a variety of audience research methods media producers can use
There are also others ways that media producers can collect data other than using data collecting
sites is by:
Interviews
Surveys
Questionnaires
Forums
Focus groups
Social media