Audience

Audience key Terms -

Qualitative - This is when data is collected through consideration of why people like a pacific music video due to their values and various different attitudes. It considers why and how someone might like or dislike the product that they are producing.
Quantitative - A systematic collection of date, it is less personal and based more around facts and statistics.
Demographic - This term is used to create a profile of people to market a project to, often based on gender,age and social class. The demographics are mainly facts and statistics.
Psychographic - Collected date based on an audience's personality, values, attitudes, interests and lifestyles. It is usually used for marketing purposes and can be gathered through several methods such as an interview or questionnaire.

Audience Theory -

The Reception Theory by Stewart hall, 1980, is an active audience theory that sees the audience of different medias being actively engaged in the interpretation of media texts rather than them being a passive consumer. Individuals recieve and intepret texts in different ways so this theory demonstrates that even though one message can be sent out, many different opinions and ideas can be formed.

Semeotics - Two main areas in terms of semiotics are encode and decode which works similiar to denotation and connotation. Encode is the denotation, encoded by the producer, filling media with ideology, meanings and values to force opinion on the audience in the way the want, conveying the mass media with a preferred reading. Decode is the connotation, decoded by the audience, it is the understanding of the message put out there, everyones response is different ways and not always how the producer intended. If a message is understood in a contrasting way to the producers intention it means the message has not been clear enough. This is something i need focus on when creating my music video as an unclear message will result it in being ineffective to my audience.

Audience Types - There are three different audience types when it comes to decoding a media text, these consist of the Dominant or Preferred, the Negotiator and the Oppositional. Factures that affect the type of decoder we are towards a text are based on life experience, mood at the time of viewing, age, gender, culture and beliefs. You could watch, look or read a media text numerous times and respond in a different way each time in relation to these factures. If you conform the texts, agree and understand it in the way the producer wanted them too, then you are a Dominant or Preferred decoder. If you agree to some points of the message but also incorporate your own opinion then this makes you a Negotiator and it is the most common decoder of the three. Finally if you disagree and not understand or follow the media text the way the media wanted you to then you are an Oppositional, the lesat favourite of the media producers.

For my music video I need to use these media features and theories to help me create ideology and messages in my piece that are significiant to my song lyrics to form a dominant decoder. If I fail to do this and my audience dont follow then my video would of been unsuccessful and would fail in the music industry causing negative impact on my music artist and their career.