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    This document discusses audience theories that are important for media and information production. It defines key terms like audience, mass audiences, and audience fragmentation. Audience fragmentation refers to the division of audiences into smaller groups due to the wide variety of media outlets. This makes advertising and newscasting more difficult. The document also lists four types of audiences - friendly, apathetic, uninformed, and hostile - and their characteristics to help media producers understand their target audiences better.

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    MIL-wk-5

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    This document discusses audience theories that are important for media and information production. It defines key terms like audience, mass audiences, and audience fragmentation. Audience fragmentation refers to the division of audiences into smaller groups due to the wide variety of media outlets. This makes advertising and newscasting more difficult. The document also lists four types of audiences - friendly, apathetic, uninformed, and hostile - and their characteristics to help media producers understand their target audiences better.

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    8 views2 pages

    MIL WK 5

    Uploaded by

    jonalyn obina
    This document discusses audience theories that are important for media and information production. It defines key terms like audience, mass audiences, and audience fragmentation. Audience fragmentation refers to the division of audiences into smaller groups due to the wide variety of media outlets. This makes advertising and newscasting more difficult. The document also lists four types of audiences - friendly, apathetic, uninformed, and hostile - and their characteristics to help media producers understand their target audiences better.

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    of 2

    Commission on Diocesan Schools of La Union

    SAINT CHRISTOPHER ACADEMY


    Central east #1, Bangar La Union

    MEDIA AND INFORMATION LITERACY 12


    Name: _________________________________________ Date: _________________
    Grade and Section: ____________________________ Teacher:________________

    AUDIENCE THEORIES
    Introduction

    Read the selection below.


    Audience is a highly valued concept in media and information production. From the side of the creators and
    producers, they are the perceived receiver, the viewer, and the end-user of the media and information texts that will come
    out of the production cycle. Media corporations spend a huge amount of corporate funds trying to learn about their target
    audiences. We need to tackle audience theories to better understand ourselves and our communities as media audience.
    PRE-ASSESSMENT ACTIVITY
    1. What do you think is the importance of Audience in the media? 10 pts.
    ______________________________________________________________________________________________
    ______________________________________________________________________________________________
    ______________________________________________________________________________________________
    ______________________________________________________________________________________________
    ___________________________________________________________________________________________
    AUDIENCES
    o A group of people exposed and experiencing media. They
    can be physically present at the event or not.
    MASS AUDIENCES
    o A convenient term applied to huge numbers of people
    who constitute the audiences of popular or mass culture
    AUDIENCE FRAGMENTATION
    o Fragmentation is a broad term used to describe the
    transition of a population from one comprised of few
    large audiences for any one media product to another comprised of more numerous smaller audiences.
    o Division of audiences into small groups due to the wide spectrum of media outlets.

    Examples of Audience Fragmentation


    SITUATION 1.
    A situation in which viewers of a television program live in vastly different areas. For example, people in New York and
    Alaska can watch the same television channel and see the same show but Audience fragmentation has become more
    common since cable has become popular. It results to confusion of information gathered by the fragmented audience
    because different channels or networks have different styles in disseminating the news. It has made advertising more
    difficult because, for example, shoppers in New York and Alaska might not shop at the same grocery chain.
    SITUATION II.
    It will be hard to advertise some products because of audience fragmentation, some audience prefer to buy at Shopee and
    others at Lazada, audience have different interests in terms of products therefore, the audience will be fragmented or
    divided.
    Name: _________________________________________ Date: _________________
    Grade and Section: ____________________________ Teacher:________________

    ACTIVITY 1. Let’s Enrich


    What is the challenge of having fragmented audience in:
    1. Newscasting? ( 5 pts.)
    ______________________________________________________________________________________________
    ______________________________________________________________________________________________
    ______________________________________________________________________________________________
    ______________________________________________________________________________________________
    2. Advertising? ( 5 pts.)
    ___________________________________________________________________________________________
    ___________________________________________________________________________________________
    ___________________________________________________________________________________________
    ___________________________________________________________________________________________
    ACTVITY 3. Let’s Deepen
    What do you think is the importance of knowing the different kinds of Audience? 5 pts.

    Activity 4.
    Fill the Third column “What to do as part of the media?” (5 pts. Each)
    THE 4 TYPES OF AUDIENCE
    TYPES OF AUDIENCE CHARACTERISTIC WHAT TO DO AS PART OF THE MEDIA?
    1. FRIENDLY - These are the
    audience that can
    be easily
    persuaded

    2. Apathetic - These audience


    cannot be easily
    convinced in what
    the media is
    saying
    - They are
    sometimes
    uninterested in
    what the media is
    saying
    3. Uninformed - These audience
    has no idea about
    what the media is
    saying

    4. Hostile - These are the


    sensitive or
    intimidating
    audiences, they
    disagree with your
    position

    Prepared by: Checked by:


    Jonalyn D. Obina Jennifer B. Galuz
    Subject Teacher Principal

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