Introduction to Audience and Theory 11/09

Media is created with the main purpose to entertain and keep the audience or consumer, entertained. The audience gives meaning to the media text which could be anything from an advert to a radio broadcast. Audiences tend to attach their own meaning or interpretation to a text.
The media is normally explained with two ideas:
1. Two-flow, where the recipient of the media product influences the producer.
2. Hypodermic Syringe, when the producer 'injects' the audience with the product, who take it in with no feedback to the producer.
The mass media industry is always conscious of its need to make a profit and is constructed to suit its target audience at all times. With the media text constructed with aim of attracting the audience they wish to attract.
There is also a niche audience and unlike the mass media audience, has a much smaller audience. Generally they appeal to specific interest such as gardening, which is a life-long interest and lead to a much more loyal following.
The media is governed mainly by vast mass media institutions, due to their vast profits and power, whereas, niche audiences, attract a smaller following, but are normally kept running by their fixed audience.