A target audience is a specific group of people who a product is aimed at. The target audience of a newspaper will vary depending on the content and news articles within a newspaper. The structure, language and opinions of the newspaper will also affect the audience. Different strategies could also be used to market the newspaper. Tabloids and Broadsheet newspapers have a national audience, and they will target the newspaper at a larger demographic, compared to a local newspaper, which will be aimed at a much smaller audience.
There are three major theories used in the media, to perform research that allows the target audience to get involved:
- The Hypodermic Syringe Model
- 2-Step Flow Model
- Uses And Gratification Theory
The Hypodermic Syringe Model (also known as the Hypodermic Needle Model) suggests that the media can influence an audience, that was introduced in the 1920's. The theory suggests that an audience can be manipulated through media. Newspapers can be very opinionated, meaning the public can be highly influenced by the media. This is because newspapers, mainly tabloids (such as The Sun), tend to 'spin' stories, and sometimes make a big deal out of a small event. This was developed by Frankfurt School, who said that "media injects a message into the audience". This theory mainly perceives the audience to be passive. A limit to this theory is that the audience can be more aware of these messages that are injected into the audience.
The Two-Step Flow Model is when information from the mass media is passed on to a group of opinion leaders, who then share that information with individuals in the public. These 'opinion leaders' can be influential on the 'individuals' and the media. Newspapers can act as Opinion Leaders, because they receive information for news articles from the mass media, and then this information is forwarded to the public (the individuals). This was developed by Katz and Lazarfield. This moves on from the Hypodermic Syringe Model because it does not just think of the audience as passive consumers. A limitation to this theory is that it is biased/very opinionated, which could mean the model will influence people.
How can I use these theories in my newspaper?
My newspaper will be aimed at a certain target audience - a range of people based in the village of Sible Hedingham. With these three theories, they all suggest that media influences the opinions of people. My newspaper will include stories which may have had an affect on the area and I will voice a small opinion on the articles, in case readers are influenced by what is said in my newspaper. I can conclude from this that I should not 'spin' stories, or include fictional information, in case people are influenced by the newspaper.
The Hypodermic Syringe Model will be relevant to my coursework, because newspapers will make the audience feel a certain way about an article.
The two-step flow theory will be relevant to my coursework because it will be a way of transferring information to the audience (readers).
The uses and gratifications theory will be relevant to my film because it will educate people in what is going on, and allow others to interact (social interaction).
The Uses and Gratifications Theory is a theory used which is more focused on the consumer, and focused on 'what media do with media', rather than 'what the media does to the audience'. The theory suggests that people are responsible for choosing their own media. The internet has played a large part in this theory, where the internet allows us to identify and find new items ourselves. However, this is criticized, because many people feel the public have no control over what the media produces. The reasons for media use include Education, Entertainment, Social interaction and Identification. This was developed by Katz and Blumler in 1974, and expanded by McQuail in 1987. They said that people sought out media products to fulfil needs and desires. This theory is controlled by the audience.
Needs/Desires
- Identify: Find reinforcements for personal values/find role models
- Educate: Find out events, seek advice
- Entertain: Escape/divert from problems, emotional release
- Interact: Social interaction, basis for conversation, sense of belonging
How can I use these theories in my newspaper?
My newspaper will be aimed at a certain target audience - a range of people based in the village of Sible Hedingham. With these three theories, they all suggest that media influences the opinions of people. My newspaper will include stories which may have had an affect on the area and I will voice a small opinion on the articles, in case readers are influenced by what is said in my newspaper. I can conclude from this that I should not 'spin' stories, or include fictional information, in case people are influenced by the newspaper.
The Hypodermic Syringe Model will be relevant to my coursework, because newspapers will make the audience feel a certain way about an article.
The two-step flow theory will be relevant to my coursework because it will be a way of transferring information to the audience (readers).
The uses and gratifications theory will be relevant to my film because it will educate people in what is going on, and allow others to interact (social interaction).
