Audience

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Socio-Economics

socio-economics refers broadly to the "use of economics in the study of society." More narrowly, contemporary practice considers behavioural interactions of individuals and groups through social capital and social "markets" and the formation of social norms. In the end, it studies the relation of economics to social values.

A	Upper / Middle Class
B	Middle Class
C1	Lower Middle Class
C2	Skilled Working Class
D	Other Working Class
E	Lowest Level of Subsistence
F1	Large Farmers (50+ acres)
F2	Small Farmers (50- acres)

My chosen target audience would be Lowest level of subsistence (E), because most of them would be in school or university, and wouldn’t have a full time job. The implications of this is that they would be very careful about spending money as they are on a tight budget, so this makes the advertisements and products “status” very important so they think its worth spending their money on.

The hypodermic syringe

There have been many theories formed over the years on how the media work on the mass audience. The simplest theory to understand is the hypodermic syringe. This has been very popular with many people who fear the effects of media on them and, or the population.

The theory is a syringe that injects ideas, attitudes and beliefs into the audience who is seen as a powerless mass with little choice but to be influenced. an example of this is you watch something violent, you may then do something violent, influenced by it.

Problem: not all people are easily influenced. some people might see violence on TV and think its awful and think they never want to do anything violent.

The Culmination Theory

This theory is that any one media text does not have too much effect although, over a long period of time watching violence would cause less sensitivity to violence. The same would occur with watching women being mistreated in soaps would then make you less concearned about it in real life, you would see it as normal because you became used to it over time.

Problem: if the person in question is strong minded enough in their veiws then seeing something wrong being done repetitively would if anything only strengthen their veiws on the matter. For example black rights - seeing blacks being discriminated against on tv or real life didnt weaken their views on the subject.

The two step flow

This is the idea that we will be likely to discuss our experience of the media  with others and if we respect and listen to their opinion, we will perhaps be more strongly affected by it. These people according to the theory are called opinion leaders.