defining the audience

Uses and Gratification

In 1974, Bulmer and katz developed this theory. This theory suggests that audiences use media texts (any) for various reasons: various reasons are below. 

Diversion (escapism) - to escape from everyday life.

Personal relationships (social interaction) – use the media texts for emotional and other interaction e.g. substituting soap operas for family life.

Surveillance (informative) – To gain information and knowledge.

Personal identity – to create their own identity from characteristics/celebrities in media texts, and learning behavior and values.
Entertainment - As a means of relaxation, enjoyment and emotional release. Purely for the 'fun' of the experience.

Effects/ Hypodermic model

This is some information about how the audience are feared by the effects of media, the theories suggest that the audience are influenced from watching the media.

Perhaps the most simple to understand is the hypodermic syringe this has been very popular down the years with many people who fear the effects of the media. It grew out of what is referred to as The Frankfurt School, a group of German Marxists in the 1930s who witnessed first-hand how Hitler used propaganda to influence a nation. The Communists in the Soviet Union had a similar impact.

According to the theory the media is like a syringe which injects ideas, attitudes and beliefs into the audience who as a powerless mass have little choice but to be influenced – in other words, you watch something violent, you may go and do something violent, you see a woman washing up on TV and you will want to do the same yourself if you are a woman and if you are a man you will expect women to do the washing up for you.

BBFC

Regulations from the BBFC

The British Board of Film Classification is an independent, non-governmental body which has classified cinema films since it was set up in 1912 and videos/ DVDs since the Video Recordings Act was passed in 1984.

U -universal (suitable for all)

A U film should be suitable for all ages aged from four and over, therefore there should be no offence/ strong language used, and the only sex scenes allowed should be mild sex (kissing) There should be very mild violence and threat used.

 PG- Parental guidance

 A PG film is suitable for families and children, PG films are when children should be supervised by an adult, as they may contain sensitive scenes. PG films can contain mild violence, nudity, threats and imitable behavior, and no use of illegal drug use.

12A and 12

A 12 and 12A rated film is when and adult has to supervise you or you cannot be below the age 12. In a 12 film, it may contain drug use but it shouldn't be glamorized. sex scenes must be discreet as well as nudity. Strong language can be used however it should stay moderate. There also may be moderate violence and moderate threats used.

15

Films rated at 15 are suitable for 15 year olds and older, this is because it may contain drug use, however not imposed on people and there may be dangerous behavior and strong language is used, as well as nudity and sex scenes but without strong detail. violence and threats may be used but not impact on the viewers.

18

In an 18 film most things can be used, however it should not have an impact on the audience and give the audience any ideas about violence or miss use of illegal drug use.