Knowing in depth how the Audience theory is applied will help us greatly in keeping a clear idea of our target audience. With a clear idea of who is it we are trying to appeal to with our video we can generate an idea of the codes and conventions of our genre to either subvert the stereotypes attached or stick to the expectations.
One reason it is so important to have a clear target audience is to know who we want to buy our product. It may be watched and viewed by many different kind of people but in order to be successful we need to generate a band of followers that will consistently purchase our product.
This also helps with our marketing, advertising and promotion by using specific iconography and generating a synergy between our products.
Stuart Hall
Developed the idea of audience positioning. He created this after looking at new reports on industrial strikes. He claims that media representations create a kind of basis or framework for particular responses. He claimed they would fall in to three categories.
Dominant readings - Audiences respond to a narrative or plot and adopt a point of view based on what the plot implies.
Oppositional readings - Audiences do the opposite so they challenge the narrative and point of view implied.
Negotiated readings - Audiences partially except but are not completely persuaded and are open to other views
*Aberrant readings - is an additional idea where the narrative is read in a deviant or an unexpected way
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