A2 Media

1. AUDIENCE
( TA R G E T, T H E O R Y A N D F E E D B A C K )

2. BULMER & KATZ
ESCAPISM
• The understanding of audience is vital for any institution to be
successful, where major media theory must be taken into
consideration when constructing any media text. The theory of
uses and gratification offered by Bulmer & Katz in 1959 implies
that containment of entertainment and diversion leads to
escapism for the audience of that media text.
• This can be applied to my product, where entertaining editorial,
cinematic and aesthetic choices have been made to divert the
focus of the viewer to a temporary alternative reality. This is
known as escapism, which features not only through application
of this theory, but is also central to intentional implied message;
insignificant, minor issues shouldn’t impact the lives of our youth,
teenager societies, where they should use more desirable aspects
presented within my product to escape from their troubles in an
emotional sense.

3. BULMER & KATZ –
PERSONAL IDENTITY
• In addition to this theoretical aspect, Bulmer & Katz also
implies personal identity, reflecting upon the impact of
digitalisation and media technologic advancements. This
refers to the establishment of individuality and acceptance,
where artists can create hyper-real versions of themselves.
• Considering this from the beginning, the result of my
product defies this idea, where I decided to keep my
natural image to enhance the inferable meaning presented
in my product; that you don’t have to try to be someone
else in this world, who you are naturally is good enough.
This is especially essential since I targeted my product at a
youth orientated audience, who are hugely pressurised by
unrealistic beauty standards in the media.

4. GERBNER & GROSS –
CULTIVATION THEORY
• Gerbner & Gross’ Cultivation Theory can be applied to the
outcome of my product; the audiences understanding of
media is developed through consumption of media across a
wide range of media consumed over time. This impacts
the audiences understanding of representation such as
gender sexuality, youth and ethnic groups.
• This was taken into consideration for selection of individual
components, implying specific ideas based upon the
knowledge of the audience’s knowledge, gradually
through media presence. Application of this is presented
through examples displayed on the following slides.

5. CULTIVATION THEORY /
RECEPTION ANALYSIS
• Clothing choices for my female characters in my video are
presented in an un-provocative way, signifying a feminist
movement of the anti-stereotype of weakness and
objectification. This aspect works upon the audience’s own
interpretations reflected through alterations in media over time.
This defies the concept of the male gaze.
• This is strengthened by Reception Analysis, a theory proposed
by Stewart Hall, inferring that audience’s individual
interpretations derive from their individual social positions
including gender, age, class, etc. For this reason, demographic
research was carried out to ensure chosen qualities for
containment within my video appeal to my intentional target
audience, where they will be able to interpret the intended
message proposed by the media text.

6. YOUTH CULTURE
• Knowledge of reputational qualities of youth culture is often
focused around misunderstood concepts due to conventional
portrayal of youth culture within the media.
• This concept is defied within my product, bringing about an
alternative outlook into the values of these societies; the youth
population is more than just it’s media identity, where a
majority can have fun without causing disturbance and
negativity as expected. This is therefore unconventional and
unusual, going against audiences’ ideas developed through
media consumption.

7. THE LONG TAIL
ANDERSON (2006)
• The Long Tail Theory presented by Anderson in 2006 is another
audience theory relative to my product. This references how audience
consume media due to advancements in technology and increases in
digitalisation.
• I made decisions directed towards a more niche audience knowing that
with today’s technology, my product would successfully reach its
intentional audience. This reflects upon the increasingly specific
targeting by existing institutions, enabling for audiences’ expectations to
be met more closely.
This model visualises the change in
consumerist society – where institutions
are now targeting niche audiences as
opposed to mass/ majority groups.