Television and Society - Essay Example

? Mass Media Audience Mass Media Audience Introduction Mass media audience is the people listening, reading or viewing a broadcast presentation on radio, television, magazines, newspaper, and/or web site. The audience is the target for any form of media presentation (Ellen, 2009). Audience is one of the factors used when structuring mass media presentations. Additional factors include genre, institution, media form and representation. Audience is the most important factor because it determines how an individual considers the remaining four factors. Media presentations seek to alter or reinforce the opinion of the audience on specific topics (Abercrombie, 2006). The creator of a presentation first establishes the audiences she wishes to communicate to and then determines the best way to present the message. Upon establishing his target audience, the creator considers the best type of media presentation to relay his sentiments. The audience provides guidelines for establishing the genre of presentation and approaches to be used when narrating the intended message. Mass media does not rely only on initial presentation when conveying a particular message. It relies on representation as well. Primary bearers of the message relay the message to other people who did not witness the initial presentation. It is paramount to affirm that the audience is a factor that motivates mass media presentation. Audience Media would not exist in the absence of an audience (Cruz & Lewi, 2004). Media groups are formulated with a basic goal of making profit. Therefore, various media entities employ various measures to attract audience and make their audience base bigger. The creator or producer of a mass media message uses existing media channels to convey their message to the intended listener or observer. They are likely to pick a media team that has a big audience base. According to Hart (2006), technology improves ease of reaching audiences. In addition, technology has led to an increase in media houses that result in fragmentation of audience. Early media houses enjoyed the privilege of large audiences. The current technology age, competition and advancement of mass media industry has reduced the large audiences to smaller groups because of time factor. The audience can only engage in one specific activity at a time. However, representation relays information and generates fame for a particular media house resulting in enlargement of the house’s audience network. The audience is divisible into several entities including adults, children, communities and vulnerable groups. Individual persons make up an audience but exist as several independent entries (O'Sullivan, Dutton, & Rayner, 2004). This implies that each individual in the audience perceives the message, internalizes and interprets it differently. Representation of the initial message may not achieve the intended purpose or undergo distortions that misrepresent the initial message. Similarly, a text that does not impress primary listeners may fade from their thoughts making representation minimal. The creator must ensure he generates interest and excitement among his primary listeners. There are two types of mass media audience, niche and general (Nightingale, 2008). The general audience includes all or several categories of community classes that relay messages on large scale. A niche audience is a small group that is capable of influencing major changes in the community. The audience is further divided along social status and economic lines (Nightingale, 2008). Two theories try to define media with regard to audience. They are hypodermic syringe theory and culmination theory. Hypodermic syringe theory dictates that mass media acts as a syringe that injects attitudes, beliefs and ideas into unsuspecting public (Hanes, 2000). The public that serves as the audience is deemed powerless and vulnerable to messages and images broadcasted by media. The impact may be positive or negative. For instance, watching many violent movies may turn a person into a violent character. Additionally, listening to inspirational talk on radio encourages a person to strive in life. Government authorities use such an argument to ban movies, songs, commercials or publications. However, the evidence provided in this argument does not imply that the entire audience is affected in the same way or same magnitude. This supports the aforementioned ideology that audience is atomized because it consists of small components. This theory divides the public opinion. People opposing the theory argue that it does not take into account individuality. Consequently, banning certain media broadcasts is not appropriate. Culminating theory seeks to revise hypodermic syringe theory. It agrees that mass media presentations influence audience’ behavior but disagrees that the influence is negative (Hanes, 2000). This theory is acceptable to people that oppose the first theory. According to culminating theory, watching one episode of violent movies does not have an effect on a person. However, watching violent movies repeatedly over the years may make one less sensitive to violence. Likewise, a woman who watches many soap operas becomes immune to cruelty perpetrated by men in relationships. The arguments presented by the two theories highlight the contrasting nature of the audience because supporters of either team are products of mass media presentations. Conclusion Audience is the sole motivator of mass media industry emergence. People across the globe rely on information and presentations provided by media to make their lives easier, comfortable or improve their careers and businesses. Individuals seeking to communicate to mass audiences through the media usually search existing media channels to convey their messages. In determining the best media channel, the communicator considers the audience. He has to establish the audience she wishes to communicate with and choose the media form that interests them. The creator and audience are the principle components in mass media communication. Other environmental and communication elements only assist to facilitate the process of conveying the intended message. There exist various categories and divisions in a possible audience. Different communication strategies interest different groups of audiences. Upon internalization and interpretation of the broadcasted text, each individual relays the information to friends and neighbors through representation. Representation may cause damage to the initial message or deliver it as presented depending on the primary listener’s sentiments towards the issue discussed. Information carried through mass media influences its audience in different ways. Individual members of an audience have different opinions concerning any text broadcasted through mass media or forces that seek to influence the content displayed. List of References Abercrombie, N 2006, Television and Society, Cambridge: Polite Press. Cruz, J., & Lewi, J 2004, Viewing, Reading, Listening: Audiences and Cultural Reception. New York: Westview. Ellen, S 2009, Remote Control, London: Routledge. Hanes, P 2000, The Advantages and Limitations of a Focus on Audience in Media. Mass media Communication , 4. Hart, A 2006, Understanding the Media: A Practical Guide, London, Routledge. Nightingale, V 2008, Studying Audiences: The Shock of the Real, London: Routledge. O'Sullivan, T., Dutton, B., & Rayner, P 2004, Philip Rayner, London: Edward Arnold. Read More