Audience profiling

What is audience profiling?

Audience profiling is the process of defining exactly who your target customer is, by monitoring consumer buying behaviour across multiple platforms. 

What are the different types of audience?

 Passive audience- Accepts and believes all messages in any form of media. This type of audience doesn't  really share their views with the people.

Active audience- This type of audience is completely opposite of passive audience. Interact with the media to create meaning.

Mass audience- Everyone consuming the media.

Niche audience- People with unique and specific interests.

Individual audience- Own interest 

What are the audience theories?

Two communication models or theories that present opposing views about the power of the media to influence audiences.

 3 Different types of audience?

 

Hypodermic Needle Theory/Effect Theory/Linear Communication Theory-

The name of this theory is Hypodermic needle theory because the message is injected by text in the audience using a powerful syringe. So the media acts like a drug which works fully on the audience. The audience is a passive user and it is a closed communication theory. The massage flows in a linear format which from the sender to the receiver. The audience are powerless to stop or prevent the influence and they just accept the message. Power lies in the message of the text. This kind of ideaology is used by politicians and various religious groups. 

Gratifications theory, Blumer & Katz -

This theory is the opposite of the Hypodermic Needle Theory where the audience is an active user. The audience are open to interpret the media in which they use the media text are not used by it. This theory basically talks of what people do with the media rather than what media does to them. Audience uses the text for their own gratification and pleasure. People are responsible for picking and choosing media what they wish to consume. 

Two Step Flow Theory, Katz & Paul Lazarfeld (1944)-

In the two step flow theory the information first goes to the opinion leaders. This information is then transmitted to the audience. The media doesn't have a direct power audience which makes the audience passive and they are only influenced by the opinion leaders. This theory proves that interpersonal interactions have a far stronger effect on shaping public opinion than the media 

Reception Theory Stuart Hall (1970)-

In this theory the message is encoded in with meaning or a message. In order to understand the message the audience needs to decode it. Based on this theory we have 3 kinds of audience:

Dominant audience- Who decode the message and understand what the producer is trying to convey. 

Negotiated audience- When the audience accepts or rejects elements in the light of  previews held views.

Oppositional audience- Rejected by cultural or political ideologies 

What is a target audience?

Target audience is the intended no. of viewers or readers of any publication , ad or any other message.

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