Welcome to Media Audiences: The Range of Audiences!
Hi there! In this chapter, we are going to look at how media products are made for different groups of people. Think about it: does your younger sibling watch the same things you do? Probably not! Media producers spend a lot of time and money making sure their product hits the right "target."
We’ll explore why some things are made for millions of people (Mass Audiences) while others are made for very small, specific groups (Specialised Audiences). Understanding this is like having a "cheat code" for the exam because it explains why media exists in the first place!
1. The Big Picture: Mass Audiences
A Mass Audience is a very large group of people who are all lumped together. Media made for a mass audience tries to have "broad appeal." This means it includes things that almost anyone could enjoy, regardless of their age, gender, or where they live.
Think of it like this: A Mass Audience product is like a plain cheese pizza. Most people like it, it’s easy to find, and it’s designed to please a huge crowd at a party.
Real-world examples of Mass Audience products:
• Marvel Movies: They are designed to be "blockbusters" that millions of people around the world will pay to see.
• The World Cup: Millions of people watch this at the same time.
• Popular News Sites: Like the BBC News, which aims to provide info for the whole country.
Quick Review: Characteristics of Mass Audiences
• Large Numbers: Aimed at millions.
• Broad Appeal: Nothing too weird or specific that might put people off.
• Mainstream: Usually produced by big, famous companies (like Disney or Netflix).
Key Takeaway: Mass audiences are huge groups of "mainstream" people. The goal is to get as many eyes on the product as possible.
2. Getting Specific: Specialised (Niche) Audiences
Don’t worry if "specialised" sounds like a fancy word! It just means a small, specific group of people who share a very particular interest. In Media Studies, we often call this a Niche Audience.
The Analogy: If the mass audience is a cheese pizza, the Specialised Audience is a gluten-free, vegan pizza with very specific toppings like artichokes and truffle oil. Not everyone wants it, but the people who do want it really, really love it!
Real-world examples of Specialised Audience products:
• Magazines for specific hobbies: Like "Model Railroader" or "Horse & Hound."
• Twitch Streams: Someone streaming a very old, obscure indie game is talking to a specialised audience.
• Radio Stations: Like BBC Radio 3, which focuses specifically on classical music and the arts.
Memory Aid: The "M.S." Rule
To remember the difference, think of M.S.:
M is for Mass (Millions/Mainstream).
S is for Specialised (Small/Specific).
Key Takeaway: Specialised audiences are small but very loyal. They are defined by their specific interests rather than being "everyone."
3. Why Does it Matter? (The Commercial Bit)
This is the most important part for your exam! Why do media companies care about the range of audiences? The answer is money.
Media products are often Commercial, which means they are made to make a profit. To make a profit, they need Advertisers. But here is the secret: advertisers don't just buy "space" on a website or TV channel; they are actually "buying" the audience.
How it works step-by-step:
1. A media company (like a magazine) creates content for a specific audience.
2. They prove to an advertiser (like a makeup brand) that their audience is interested in that topic.
3. The advertiser pays the media company to show ads to those people.
Why producers target different ranges:
• Selling a Mass Audience: Companies like Coca-Cola or Apple want to sell to everyone. They will pay huge amounts of money to show an ad during the Super Bowl or a popular TV show because they want a Mass Audience.
• Selling a Specialised Audience: A company that makes expensive camera lenses doesn't want to waste money showing ads to people who don't care about photography. They will pay to advertise in a Specialised photography magazine because they know every single reader is a potential customer.
Did you know?
Sometimes a specialised audience is actually more "valuable" to an advertiser than a mass audience! This is because specialized audiences are often more likely to spend money on the specific things being advertised to them.
Key Takeaway: Media producers "create" audiences (whether mass or specialised) so they can sell access to those audiences to advertisers.
4. Common Mistakes to Avoid
Mistake 1: Thinking "Specialised" means "Unsuccessful."
Don't fall into this trap! A magazine about antique clocks might only have 5,000 readers, but if those 5,000 people are wealthy and love buying clocks, the magazine is very successful at what it does.
Mistake 2: Thinking "Mass" means "Everyone in the world."
Even a "Mass Audience" has limits. A popular UK newspaper like The Sun has a mass audience, but it is still mostly aimed at people in the UK who are interested in certain types of news.
Quick Review Box
Mass Audience: Big, broad, mainstream. Like a blockbuster movie. (Think: Quantity).
Specialised Audience: Small, specific, niche. Like a gardening podcast. (Think: Quality/Interest).
The Goal: To "sell" these audiences to advertisers to make money.
You’re doing great! Just remember: every time you see a media product, ask yourself: "Is this for the many (Mass) or the few (Specialised)?" If you can answer that, you’re already halfway to a great exam grade!