Television: Audience

Understanding Television Audiences

Television audiences are a vital aspect of media studies as they interact with, and interpret, the media text.
Recognising who the target audience is for a particular programme is crucial as this could determine the medium’s style, language, and content.
Audiences are classified through demographic categories such as age, gender, socio-economic status, and region (known as geodemographics).

Audience Theory

Various theories explore how audiences decode television programmes, including hypodermic needle theory, cultural studies approach, uses and gratifications theory, and reception theory.
Hypodermic needle theory suggests that television influences audiences directly, whereas the cultural studies approach argues that individuals from diverse backgrounds will respond differently to media texts given their different cultural and social contexts.
Uses and gratifications theory notes that individuals consume media for different purposes such as information, personal identity, integration and social interaction, and entertainment.
Reception theory implies that how a message from a television programme is understood can vary depending on the viewer’s cultural background and experiences.

Audience Responses and Interpretation

The ways in which audiences respond to television programmes can be actively interactive or passively receptive, with audiences engaging with text both emotionally and intellectually.
Active audiences are individuals who interpret, critique, and engage in discussions about the media texts - they are also known as interpretive communities.
Passive audiences are the opposite, often viewing media without much thought or interpretive activity.

The Impact of New Media on Television Audiences

The advent of digital media platforms like Netflix, Amazon Prime, and Hulu has brought about a shift in conventional audience behaviour and preferences.
Traditional linear television audiences are being replaced by ‘on-demand’ audiences who consume media at their convenience.
This shift has also introduced the concept of binge-watching, a phenomena that has redefined television viewing habits and television show production.
Television viewership metrics like ratings, views, and audience share provide valuable insights into understanding audience dynamics and preferences.

Case Study: The Crown

The Netflix series The Crown offers a key example of how audience and programme relate. By understanding the different demographics and cultures that make up The Crown’s diverse audience, we can see how audience interpretation and response shaped the show’s reception and success.
The show’s cinematic quality, historical narrative, and complex characters contribute to its appeal across a wide range of audiences, illustrating the impact of production decisions on viewer engagement.

By accumulating a comprehensive understanding of television audiences, you will realise the crucial role that audiences play in the success or failure of media texts, and eventually grasp how societal norms, culture, and personal values affect their interpretation and interaction with the media.