Audience - Key Words

Audience - Key Words

Target - The audience that is addressed by the text.

Appeal - How the audience's gratifications are addressed/met.

Attract - What elements are used to attract the audience, e.g. famous actors.

Position - The different perspective the audience take on the text due to the technical conventions. The producer would include conventions and common themes that run throughout the genre to ensure this response will be met.

Respond - Whether the audience's response is preferred, oppositional or negotiated.

Encode and Decode - The producers encode the messages within the text for the audience to decode them, therefore extracting the meaning

The example above demonstrates these elements in the following ways:

• The target audience could range from mid teens to early 30s as the stars in the video are also of this age and therefore a relation can be established.
• The excessive portrayal of money and an  extravagant lifestyle can appeal to the audience and inspire them to live the same way or achieve this status. This could achieve the gratifications of the audience by almost fulfilling their dream virtually.
• The audience almost feels part of the event and within the party due to the handheld camera and rapid succession of shots with the use of straight cuts. The audience are addressed directly by the artists as they are looking into the camera and therefore a sense of involvement is established.
• The negotiated reading for this text would be the audience sympathising with the artists and addressing their lifestyle with a neutral mindset.