How Media Targets Audiences

A piece of media can target an audience with 2 different approaches. Demographics and Psychographics.

Demographics consist of age, gender, social class, income, ethnicity, income, location, star appeal, etc. 

Psychographics consists of personality, behavior, values, interests, and spending habits.

Genres are another way that a piece of media can target an audience. It is used to categorize media products by using its characteristics.

A more specific kind of Genre would be a Sub-Genre.

Genre convention is the different elements that are found in a genre like demographics and psychographics.

How Audiences Consume Media

 Audiences consume media in 2 ways; Actively and Passively

Active: Questions and responds to the media text in different ways and is is capable of challenging the ideas encoded inside.

Passive: A passive audience is most likely to believe the media text, will be affected directly by it.

There are 2 ways that an Audience can consume media actively:

Reception Theory is Stuart Hall's theory which he thinks the media text contains different messages which then encoded by the producers and then decoded by audiences.

Uses and Gratification Theory is Bulmer's and Katz's theory which they think we are actively using the media to satisfy our base social needs. The base needs includes: Diversion, personal identity, social relationships, and surveillance.

There are 2 ways that an Audience can consume media passively:

Hypodermic Needle Theory is a model of communication that is meant to directly received and accepted by the receiver, essentially brainwashing them.

Desensitisation is when an audience is exposed to violent or shocking media content, that they eventually get used to and no longer receive an effect the same way.

Technical Elements of Media Language

Media language is the way that a piece of media conveys its purpose and meaning to the audience through different visual and auditory effects. It conveys its meanings through codes and conventions.

As an example, a code would be a pile of bones with a skull on top, it would indicate the convention that someone had died in that area. This kind of code for example, is found often in action movies such as Indiana Jones.

4 Types of Media Language

1. Mise en Scene

2. Camera

3. Sound

4. Editing

Mise en Scene
This represents the many components that comprise a single shot

1. Set Design
- Setting the time and place of the shot using digital effects, props, etc.

2. Costume
- What actors wear to look more like their character visually, and give a more immersive experience to the audience

3. Props
- Objects that help with background setting as well as items that the actors interact with.

4. Staging & Composition
- Staging is how the performance is represented and Composition is the arrangement of the set to create a certain scenery and meaning to the shot

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RESEARCH

Teh Pucuk https://www.youtube.com/watch?v=kzi37atRshI

• Media Language: 

The camera consists of outwards zoom on people eating spicy food, allowing for changing fov and gives way

for smooth background editing to fire. Dolly towards basketball at the start gives a feeling of playing basketball.

Dutch angle on girl when caterpillar presenting teh pucuk arrives to show excitement. All scenes representing hot/spicy lead up to

the point of Teh Pucuk being refreshing. The set design consists of a Basketball court, House, Dining Table.

Targeted towards low-middle class.

• Audience: Teens - adults, as the star appeal is young adults that experience relatable daily heat struggles.

• Representation: none

• Industry: Bottled drinks, tea

Tehbotol https://www.youtube.com/watch?v=SdD0hbdz_TM

• Media Language:

The camera is rather simple, showing medium body shots of each actor drinking the tehbotol.

The establishing shot in the beginning shows a group of people eating together, indicating that the drink goes well with food.

The drinking shots come after the meal shots, so it shows how it gives a refreshing taste after a meal.

Editing gives a frame for the medium shots in a flowy form, to indicate the drink flowing down the throat.

• Audience: Middle aged people who have jobs, as the star appeals are people in that age-range.

The ‘low calorie’ on the label also is usually target towards people who try to take care of their health, usually not kids.

• Representation: none

• Industry: Bottled drinks, tea

Teh Javana https://www.youtube.com/watch?v=-tvG__wfyUs

• Media Language: Establishing shots of bottle with zoom and spinning. Showcasing the look of the

• tea inside the bottle. Dutch angles give a more ecstatic scene.

• Audience: Teens to Young Adults as the star appeals are people around that age that are

having fun talking.

• Representation: none

• Industry: Bottled drinks, tea

SCRIPT

Quick closeup shots with quick cuts of showcasing the bottle (drumming the bottle, passing the bottle

around a group of friends - no face shown -, waterfalling the tea with shining sun in the background,

throw bottle up into the sun, fall back down and cut to person studying in calm dark room catch the bottle

and take a sip, logo fades in the middle of the screen, sub text underneath fades in later is the tagline)

DRAFTS:

FINAL SKETCHES:

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