Audience driving test summary

 How media reaches and addresses audiences and how audiences interpret and respond to it.

A target audience is the audience media intends to reach with its product. In advertising and marketing it is a group within the target market.

Hypodermic needle model

Hypodermic needle model is the model that highlights the idea that mass media is like a needle and the ideologies of the media source get injected into the consumer.

Psychometrics

Albert Bandura

Bandura theorises that media can influence people's values, judgement and conduct can be altered by media modelling, representation of aggressive behaviour can be replicated. Bandura carried out a experiment to show this by showing a doll being treated well by a adult to a first group, then showing a second group of young impressionable children a doll being treated badly to see the children's responses. Bandura was correct in theorising that the children shown the aggressive imagery would be aggressive however, there is a flaw with this test as the use of already impressionable children doesn't give a clear view of what a fully grown adult that can think for themselves would do.

Clay Shirkey

He suggests there is no longer an audience in the traditional sense of the word. He suggests instead of being dictated in the media we consume, modern audiences embrace new media through the internet to entertain and create new identities.