KKH audiences

 Social groups – classes, socioeconomic groups

 Target audience – who the product is aimed at, primary and secondary
 Personal identity – when you personally relate
 Psychographics – aspirer, mainstreamer, reformer
 Demographics – age, gender, work
 Active audience – participate with a media
 Passive audience – does not respond to media
 Preferred audience – what the producers want you to think
 Oppositional audiences – finding different meanings in the text
 Gender – what the media is targeting, represents and stereotypes
 vicarious pleasure – looking into someone else’s life

 Aesthetic pleasure – pleasure from looking

By September 2017 85% of 16-75 year olds own a smart phone

The intended audience are females 12-19 interests celebs upper-class lifestyle fashion event etc

Positive features and benefits of OSP/Video games in linking individuals to wider society and culture.

• Enables us to create and participate in ‘communities of interest’ unrestricted by where we live.

• Meets our needs for information, stimulation, entertainment, escapism and fun.

• Enables us to interact with each other and with celebrities, politicians, institutions and companies,
news providers, opinion leaders etc.

• Provides opportunities for individuals to create their own media products with a potential mass
audience.

• Gives individuals choice and control over media usage; we can choose, when, where, what and
how we engage with online media.

• Access to enhanced opportunities for work, commerce, trading and banking.

Potential downside of the popularity of OPS/Video games in relation to society, culture and the
individual.

• Online interactions replace face to face social interactions and social activities (shopping, meeting
family and friends).

• Difficult to control children’s access to potentially unsuitable material.

• Vulnerability to cyber-bullying, grooming, scams, trolling, phishing and other forms of exploitation.

• Erosion of privacy.
• Unrestricted access leads to difficulties in assessing value and validity of content; fake news,
incitement to hatred, negative stereotypes, radicalisation, propaganda, unwanted advertising.

• Addiction to gaming or social media.

• Susceptibility to fraud, over-exposure to gambling sites, in-app purchases.

Uses and gratifications – entertainment and personal identity

Vicarious pleasure and aesthetic pleasure.

Mainstreamers and aspirers

Meaning Apply to KKH

Preferred/ dominant What the producer wants the
audience to think
NEGOTIATED Audience understands the but
only partially understands or
accepts the preferred reading
Oppositional Audience rejects the preferred
reading and they find a
different meaning
Celebrity life is fun and being
popular and successful is
important
Would be fun to have that life
although disagreed since it is
very superficial not realistic
Rejected as it sends damaging
message to young girls not
valuable.