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Media audiences

5 dot points across 5 inquiry questions. Click any dot point for a focused answer with worked past exam questions where available.

How are audiences classified, targeted and constructed by media producers?

Audience classification and targeting: demographics and psychographics, how producers categorise and target audiences, mass and niche audiences, and how audiences are constructed and addressed.
A focused answer to the AQA A-Level Media Studies audiences framework on classification and targeting, covering demographics and psychographics, mass and niche audiences, how producers categorise and target audiences, and how audiences are constructed and addressed.
11 min answer →

What effects might media have on audiences over time, and how strong is the evidence?

Media effects and cultivation: the hypodermic needle model, George Gerbner's cultivation theory, the two-step flow and opinion leaders, and the active versus passive audience debate.
A focused answer to the AQA A-Level Media Studies audiences framework on media effects, covering the hypodermic needle model, George Gerbner's cultivation theory, the two-step flow and opinion leaders, and the active versus passive audience debate.
11 min answer →

How do fans and participatory cultures actively produce, share and reshape media?

Fandom and participatory culture: Henry Jenkins on textual poachers and participatory culture, Clay Shirky on the end of audience passivity, fan production and the prosumer in the digital age.
A focused answer to the AQA A-Level Media Studies audiences framework on fandom and participatory culture, covering Henry Jenkins on textual poachers and participatory culture, Clay Shirky on the end of audience passivity, and fan production and the prosumer in the digital age.
11 min answer →

How do audiences decode media messages, and why do different audiences read the same product differently?

Stuart Hall's reception theory: the encoding and decoding model, the preferred, negotiated and oppositional readings, and how social context shapes the meanings audiences take from media products.
A focused answer to the AQA A-Level Media Studies audiences framework on Stuart Hall's reception theory, covering the encoding and decoding model, the preferred, negotiated and oppositional readings, and how social context shapes the meanings audiences take from products.
11 min answer →

Why do audiences actively choose particular media, and what needs does media use satisfy?

Uses and gratifications theory: Blumler and Katz on the active audience, the four gratifications of information, personal identity, social interaction and entertainment, and the active versus passive audience debate.
A focused answer to the AQA A-Level Media Studies audiences framework on uses and gratifications theory, covering Blumler and Katz, the four gratifications of information, personal identity, social interaction and entertainment, and the active versus passive audience debate.
10 min answer →