Introduction to Audience Theory

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In summary:
Key Concepts

Audience

Audience theory provides a starting point for many Media Studies tasks. Whether you are constructing a text or analysing one, you will need to consider the destination of that text (i.e. its target audience) and how that audience (or any other) will respond to that text.
Remember that a media text in itself has no meaning until it is read or decoded by an audience.
You need a working knowledge of the theories which attempt to explain how an audience receives, reads and responds to a text. Over the course of the past century or so, media analysts have developed several effects models, ie theoretical explanations of how humans ingest the information transmitted by media texts and how this might influence (or not) their behaviour. Effects theory is still a very hotly debated area of Media and Psychology research, as no one is able to come up with indisputable evidence that audiences will always react to media texts one way or another. The scientific debate is clouded by the politics of the situation: some audience theories are seen as a call for more censorship, others for less control. Whatever your personal stance on the subject, you must understand the following theories and how they may be used to deconstruct the relationship between audience and text.

1. The Hypodermic Needle Model

Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media. It is a crude model (see picture!) and suggests that audiences passively receive the information transmitted via a media text, without any attempt on their part to process or challenge the data. Don't forget that this theory was developed in an age when the mass media were still fairly new - radio and cinema were less than two decades old. Governments had just discovered the power of advertising to communicate a message, and produced propaganda to try and sway populaces to their way of thinking. This was particularly rampant in Europe during the First World War (look at some posters here) and its aftermath.
Basically, the Hypodermic Needle Model suggests that the information from a text passes into the mass consciouness of the audience unmediated, ie the experience, intelligence and opinion of an individual are not relevant to the reception of the text. This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive and heterogenous. This theory is still quoted during moral panics by parents, politicians and pressure groups, and is used to explain why certain groups in society should not be exposed to certain media texts (comics in the 1950s, rap music in the 2000s), for fear that they will watch or read sexual or violent behaviour and will then act them out themselves.

2. Two-Step Flow

The Hypodermic model quickly proved too clumsy for media researchers seeking to more precisely explain the relationship between audience and text. As the mass media became an essential part of life in societies around the world and did NOT reduce populations to a mass of unthinking drones, a more sophisticated explanation was sought.
Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet analysed the voters' decision-making processes during a 1940 presidential election campaign and published their results in a paper called The People's Choice. Their findings suggested that the information does not flow directly from the text into the minds of its audience unmediated but is filtered through "opinion leaders" who then communicate it to their less active associates, over whom they have influence. The audience then mediate the information received directly from the media with the ideas and thoughts expressed by the opinion leaders, thus being influenced not by a direct process, but by a two step flow. This diminished the power of the media in the eyes of researchers, and caused them to conclude that social factors were also important in the way in which audiences interpreted texts. This is sometimes referred to as the limited effects paradigm.

3. Uses & Gratifications

During the 1960s, as the first generation to grow up with television became grown ups, it became increasingly apparent to media theorists that audiences made choices about what they did when consuming texts. Far from being a passive mass, audiences were made up of individuals who actively consumed texts for different reasons and in different ways. In 1948 Lasswell suggested that media texts had the following functions for individuals and society:
  • surveillance
  • correlation
  • entertainment
  • cultural transmission
Researchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a text for the following purposes (ie uses and gratifications):
  • Diversion - escape from everyday problems and routine.
  • Personal Relationships - using the media for emotional and other interaction, eg) substituting soap operas for family life
  • Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts
  • Surveillance - Information which could be useful for living eg) weather reports, financial news, holiday bargains
Since then, the list of Uses and Gratifications has been extended, particularly as new media forms have come along (eg video games, the internet)


4. Reception Theory

Extending the concept of an active audience still further, in the 1980s and 1990s a lot of work was done on the way individuals received and interpreted a text, and how their individual circumstances (gender, class, age, ethnicity) affected their reading.
This work was based on Stuart Hall's encoding/decoding model of the relationship between text and audience - the text is encoded by the producer, and decoded by the reader, and there may be major differences between two different readings of the same code. However, by using recognised codes and conventions, and by drawing upon audience expectations relating to aspects such as genre and use of stars, the producers can position the audience and thus create a certain amount of agreement on what the code means. This is known as a preferred reading.


5. Narrative Theory



Narrative

In media terms, narrative is the coherence/organisation given to a series of facts. The human mind needs narrative to make sense of things. We connect events and make interpretations based on those connections. In everything we seek a beginning, a middle and an end. We understand and construct meaning using our experience of reality and of previous texts. Each text becomes part of the previous and the next through its relationship with the audience.

The difference between Story & Narrative:

"Story is the irreducible substance of a story (A meets B, something happens, order returns), while narrative is the way the story is related (Once upon a time there was a princess...)" (Key Concepts in Communication - Fiske et al (1983))

Media Texts

Reality is difficult to understand, and we struggle to construct meaning out of our everyday experience. Media texts are better organised; we need to be able to engage with them without too much effort. We have expectations of form, a foreknowledge of how that text will be constructed. Media texts can also be fictional constructs, with elements of prediction and fulfilment which are not present in reality. Basic elements of a narrative, according to Aristotle:
"...the most important is the plot, the ordering of the incidents; for tragedy is a representation, not of men, but of action and life, of happiness and unhappiness - and happiness and unhappiness are bound up with action. ...it is their characters indeed, that make men what they are, but it is by reason of their actions that they are happy or the reverse." (Poetics - Aristotle(Penguin Edition) p39-40 4th century BC )
Successful stories require actions which change the lives of the characters in the story. They also contain some sort of resolution, where that change is registered, and which creates a new equilibrium for the characters involved. Remember that narratives are not just those we encounter in fiction. Even news stories, advertisements and documentaries also have a constructed narrative which must be interpreted.

Narrative Conventions

When unpacking a narrative in order to find its meaning, there are a series of codes and conventions that need to be considered. When we look at a narrative we examine the conventions of
  • Genre
  • Character
  • Form
  • Time
and use knowledge of these conventions to help us interpret the text. In particular, Time is something that we understand as a convention - narratives do not take place in real time but may telescope out (the slow motion shot which replays a winning goal) or in (an 80 year life can be condensed into a two hour biopic). Therefore we consider "the time of the thing told and the time of the telling." (Christian Metz Notes Towards A Phenomenology of Narrative).
It is only because we are used to reading narratives from a very early age, and are able to compare texts with others that we understand these conventions. A narrative in its most basic sense is a series of events, but in order to construct meaning from the narrative those events must be linked somehow.

Barthes´ Codes

Roland Barthes describes a text as
"a galaxy of signifiers, not a structure of signifieds; it has no beginning; it is reversible; we gain access to it by several entrances, none of which can be authoritatively declared to be the main one; the codes it mobilizes extend as far as the eye can read, they are indeterminable...the systems of meaning can take over this absolutely plural text, but their number is never closed, based as it is on the infinity of language..." (S/Z - 1974 translation)
What he is basically saying is that a text is like a tangled ball of threads which needs unravelling so we can separate out the colours. Once we start to unravel a text, we encounter an absolute plurality of potential meanings. We can start by looking at a narrative in one way, from one viewpoint, bringing to bear one set of previous experience, and create one meaning for that text. You can continue by unravelling the narrative from a different angle, by pulling a different thread if you like, and create an entirely different meaning. And so on. An infinite number of times. If you wanted to.
Barthes wanted to - he was a semiotics professor in the 1950s and 1960s who got paid to spend all day unravelling little bits of texts and then writing about the process of doing so. All you need to know, again, very basically, is that texts may be ´open´ (ie unravelled in a lot of different ways) or ´closed´ (there is only one obvious thread to pull on).
Barthes also decided that the threads that you pull on to try and unravel meaning are called narrative codes and that they could be categorised in the following five ways:


Narrative Structures

There are many ways of breaking down narrative structure. You may hear a movie described as a "classic Hollywood narrative", meaning it has three acts. News stories have their own structure. A lot of work has been done by literary theorists to develop ways of deconstructing a narrative.
  • Tvzetan Todorov - suggests narrative is simply equilibrium, disequilibrium, new equilibrium
  • Vladimir Propp - characters and actions (31 functions of character types)
  • Claude Levi-Strauss - constant creation of conflict/opposition propels narrative. Narrative can only end on a resolution of conflict. Opposition can be visual (light/darkness, movement/stillness) or conceptual (love/hate, control/panic), and to do with soundtrack. Binary oppositions.


Deconstructing Narratives

Separating Plot And Story

Think of a feature film, and jot down a) the strict chronological order in which events occur b) the order in which each of the main characters finds out about these events a) shows story, b) shows plot construction. Plot keeps audiences interested eg) in whether the children will discover Mrs Doubtfire is really their father, or shocks them, eg) the 'twist in the tale" at the end of The Sixth Sense. Identifying Narrator Who is telling this story is a vital question to be asked when analysing any media text. Stories may be related in the first or third person, POVs may change, but the narrator will always
  • reveal the events which make up the story
  • mediate those events for the audience
  • evaluate those events for the audience
The narrator also tends to POSITION the audience into a particular relationship with the characters on the screen.

Comprehending Time

Very few screen stories take place in real time. Whole lives can be dealt with in the 90 minutes of a feature film, an 8 month siege be encompassed within a 60 minute TV documentary. There are many conventions to denote time passing, from the time/date information typed up on each new scene of The X-Files to the aeroplane passing over a map of a continent in Raiders of the Lost Ark. Other devices to manipulate time include
  • flashbacks
  • dream sequences
  • repetition
  • different characters' POV
  • flash forwards
  • real time interludes
  • pre-figuring of events that have not yet taken place


Locating the Narrative

Each story has a location. This may be physical and geographical (eg a war zone) or it may be mythic (eg the Wild West). Virtual locations are now a feature of many newsrooms (eg the computers and holograms of the BBC's Nine O'Clock News). There are sets of conventions to do with that location, often associated with genre and form (eg all space ships seem to look the same inside).
A good way to test your understanding of narrative is to apply the theories to a non-linear narrative such as the movie Memento (2002). You can find a study guide to Memento here.

Propp's Analysis of Folk Tales

Vladimir Propp analysed a whole series of Russian folk tales in the 1920s and decided that the same events kept being repeated in each of the stories, creating a consistent framework. His seminal book, Morphology of the Folk Tale, was first published in 1928 and has had a huge influence on literary theorists and practitioners ever since.
Propp extended the Russian Formalist study of language to his analysis of folk tales. He broke down the tales into the smallest possible units, which he called narratemes, or narrative functions, necessary for the narrative to exist. Each narrateme is an event that drives the narrative forward, possibly taking it in a different direction. Not all of these functions appear in every story, but they always appear in this order.

Propp's Narrative Functions

These 31 functions are as follows:
  1. A member of a family leaves home (the hero is introduced as a unique person within the tribe, whose needs may not be met by remaining)
  2. An interdiction (a command NOT to do something e.g.'don't go there', 'go to this place'), is addressed to the hero;
  3. The hero ignores the interdiction
  4. The villain appears and (either villain tries to find the children/jewels etc; or intended victim encounters the villain);
  5. The villain gains information about the victim;
  6. The villain attempts to deceive the victim to take possession of victim or victim's belongings (trickery; villain disguised, tries to win confidence of victim);
  7. The victim is fooled by the villain, unwittingly helps the enemy;
  8. Villain causes harm/injury to family/tribe member (by abduction, theft of magical agent, spoiling crops, plunders in other forms, causes a disappearance, expels someone, casts spell on someone, substitutes child etc, commits murder, imprisons/detains someone, threatens forced marriage, provides nightly torments); Alternatively, a member of family lacks something or desires something (magical potion etc);
  9. Misfortune or lack is made known, (hero is dispatched, hears call for help etc/ alternative is that victimised hero is sent away, freed from imprisonment);
  10. Seeker agrees to, or decides upon counter-action;
  11. Hero leaves home;
  12. Hero is tested, interrogated, attacked etc, preparing the way for his/her receiving magical agent or helper (donor);
  13. Hero reacts to actions of future donor (withstands/fails the test, frees captive, reconciles disputants, performs service, uses adversary's powers against them);
  14. Hero acquires use of a magical agent (it's directly transferred, located, purchased, prepared, spontaneously appears, is eaten/drunk, or offered by other characters);
  15. Hero is transferred, delivered or led to whereabouts of an object of the search;
  16. Hero and villain join in direct combat;
  17. Hero is branded (wounded/marked, receives ring or scarf);
  18. Villain is defeated (killed in combat, defeated in contest, killed while asleep, banished);
  19. Initial misfortune or lack is resolved (object of search distributed, spell broken, slain person revived, captive freed);
  20. Hero returns;
  21. Hero is pursued (pursuer tries to kill, eat, undermine the hero);
  22. Hero is rescued from pursuit (obstacles delay pursuer, hero hides or is hidden, hero transforms unrecognisably, hero saved from attempt on his/her life);
  23. Hero unrecognised, arrives home or in another country;
  24. False hero presents unfounded claims;
  25. Difficult task proposed to the hero (trial by ordeal, riddles, test of strength/endurance, other tasks);
  26. Task is resolved;
  27. Hero is recognised (by mark, brand, or thing given to him/her);
  28. False hero or villain is exposed;
  29. Hero is given a new appearance (is made whole, handsome, new garments etc);
  30. Villain is punished;
  31. Hero marries and ascends the throne (is rewarded/promoted).


Although the plot is driven by the actions and choices of the hero (the protagonist), these narrative functions are spread between the main characters. Propp also defined these character categories:
  • the villain, who struggles with the hero (formally known as the antagonist)
  • the donor,
  • the helper,
  • the Princess, a sought-for person (and/or her father), who exists as a goal and often recognizes and marries hero and/or punishes villain
  • the dispatcher,
  • the hero, who departs on a search (seeker-hero), reacts to the donor and weds
  • the false hero (or antihero or usurper), who claims to be the hero, often seeking and reacting like a real hero (ie by trying to marry the princess)


Propp's Influence

Propp's work was translated into English in the 1950s, by which time it had become core to the ideas of theorists such as Claude Lévi-Strauss and Roland Barthes, and was used in literary studies, anthropology and semiology. Other narrative analysts extended Propp's thinking on patterns in myth, most notably Joseph Campbell, whose The Hero With A Thousand Faces has become a blueprint for Hollywood film-makers when it comes to constructing a narrative.


Beyond Propp

Propp's lists are easy to learn - but are they so easily applied to every narrative you come across? We live in a world of very sophisticated narratives - many of them non-linear - which deliberately defy the conventions of traditional folk tales. Can you apply Propp consistently if the hero is female? Can you substitute "science" for "magic"? Are all narratives about struggles between heroes and villains - or do we oversimplify them if we try to claim that they are? Propp's theories rely on 'good' and 'bad' characters. Have we moved beyond fairy tale thinking into a era of moral relativism — many interesting narratives spring from a conflict between two characters who are not easily identified as a protagonist and an antagonist.
Try The Proppian Fairy Tale Generator to see how ridiculous some narratives become if Propp's rules are too slavishly applied.

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