LFTVD - MEDIA AUDIENCES

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REPRESENTATION THEORISTS
  • Stuart Hall's theory of representation focuses on how stereotypes are used to represent certain groups in the media in order to fix meaning and exert power.
  • David Gauntlett's theory of identity argues that the media provides a variety of messages which audiences can use to create their own identity.
  • Van Zoonen's feminist theory proposes proposes that women's bodies are objectified by men in the media whilst men's bodies are represented as a specticle; something to be marvelled at.
  • bell hooks' theory recognises that there is an intersectionality to feminism based on race, class and sexuality and she states that true feminism is the active struggle against patriarchal oppression.
  • Paul Gilroy's theory claims that representation favours positive depictions of white people whilst black people are unduly represented in negative ways or under represented.
  • Paul Butler's theory purports that gender is a performance in which people at up to the ideal notions of masculinity or femininity which have been created within a society.
AUDIENCE
  • Understanding television audiences is vital to our study of LFTVD
  • Audience viewing figures drives traditional advertising in TV
  • As online streaming services become more popular, audiences are consuming television in a much different way.
  • Netflix does not need to provide viewing figures for individual TV shows as it does not need to sell advertising slots to make its money
  • Key theories:
    • Media effects - Bandura
    • Cultivation Theory - Gerbner
    • Reception Theory - Hall
    • Fandom - Jenkins
    • End of audience - Shirky
AUDIENCE - MORE THAN JUST FIGURES
  • There is more to understanding audience knowing the viewing figures.
  • In fact, TV marketers and distributors need to target their audience very carefully to ensure that advertising is directed at the people.
  • Audience research in Britain is carried out by the Broadcasters Audience Research Board (BARB). BARB measures audiences for broadcast television according to:
    • Homes
    • Individuals
    • Adults
    • Men
    • Women
    • Children
    • Social Class
      • (AB) higher and intermediate managerial, administrative or professional.
      • (C1) supervisory, clerical, junior managerial, administrative or professional.
      • (C2) skill manual workers
      • (D) semi-skilled and unskilled manual workers
      • (e) pensioners

SO HOW DOES NETFLIX TRACK AUDIENCE?
  • Netflix is often reluctant to release audience figures? Why might this be the case?
  • https://www.theguardian.com/tv-and-radio/2019/jul/09/stranger-things-3-record-viewing-figures-for-netflix
  • Due to globalism and worldwide subscription, Netflix does not need to put emphasis and classifying its audience by social class at this varies vastly from country to country.
  • Instead, Netflix can take advantage of being an online service to create ''psychographic' audience profiles from subscribers' favourite shows and preferences. This feeds into an algorithm which promotes content to individual consumers.
DEMOGRAPHIC VS PSYCHOGRAPHICS

Demographics
  • Age
  • Gender
  • Profession
  • Location
  • Marital Status
Psychographics
  • Personality
  • Values
  • Activities
  • Interests
  • Opinions

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