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Theoretical research - audience theories

This document discusses two audience theories that will be used to analyze the audience of a romantic drama film trailer. The Uses & Gratifications theory claims that audiences seek to fulfill needs like escapism and learning through media. Reception theory focuses on how audiences negotiate and interpret media based on their own experiences and cultural backgrounds. The document concludes that these two theories will be applied to understand audience needs and allow for different interpretations of the trailer text.

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THEORETICAL RESEARCH AUDIENCE THEORIES By Mariana Tugulea and Adrianna Karpiel
Uses & Gratifications • Jay G. Blumler and Elihu Kats claim that the audience of a film has specific needs that they satisfy through the media. Therefore, people tend to ‘escape’ from their lives by watching a certain film, in which they find themselves reflected in the text of the film. Also, people often tend to learn something after watching a film. • So, because romantic dramas have such an emotional impact on the audience, Adrianna and I are going to use this theory in order to find out what specific needs the audience has, so we can apply them to our trailer.
Reception theory • This theory is an approach to the analysis of a text that focuses on the scope for ‘negotiation’ and ‘opposition’ on the part of the audience, which means that the audience of a film interprets what their see based on their own experiences and cultural background. This also reinforces the Pluralism theory which suggests that it doesn’t matter who runs the media, as the audience will mediate the information given in their own way. • Therefore, Adrianna and I are going to make a use of both Gratifications and Reception/Pluralism theory in order to give the audience what they want to see, but also allow them to interpret the text in their own way.