Production, Distribution and Exhibition - News Corp

Three other companies that News Corp own that could be used to market or exhibit a new film released by 20th Century Fox in the UK;

BSkyB - They could use Sky TV channels to market the film by showing it's trailers, showing interviews with the cast and 


The Sun -  Posters for the film could appear in The Sun newspaper, as well as reviews and written interviews or stories about the cast.


MySpace - They could feature trailers of the film on the website, or redesign the homepage to make it themed, and it could also be used for viral marketing campaigns.

Mass Audience

Some media texts that I use are films, TV, the internet and magazines. I watch films and TV mostly for entertainment, but sometimes also to get information (the news), for education (documentaries) and for social reasons (if I want to join into a discussion about a film or TV series that people I know have watched).

An example of where I have been influenced by media would be going to see a film after watching the trailer on the TV/ Internet or reading a review of it. Also, after seeing a documentary on a certain topic, I've either changed my opinion, or become more interested in that issue.

I think that mass audience theories are not as applicable in modern times because we have so much choice over the media that we use, that the audiences for particular things may not be so varied. Also through the internet, we can discuss the media text, giving the audience more power than before. In my opinion, the hypodermic needle theory is much too limited, 

Audience Theories

Hyperdermic Needle Model;

• This theory says that audiences take in the information that they see, and just accept it rather than questioning it. 
• From the 1920's, when media was quite a new thing

Film industry example;

Uses and Gratification Theory

• This theory states that people will use different media texts in different ways.
• There are 4 ways in which people may use these texts

1. Entertainment / Diversion - when people use the media text because they enjoy it, or as an escape from everyday life
2. Information - when people it as a source of information, or for education purposes
3. Social Relationships - using the media text as a part of their social life, or as another form of socialising
4. Personal Identity - when people can relate to the media text, or when it reflects their own life aspirations

Film industry examples;

Comedy films could be watched for entertainment, whereas a documentary film may be watched because the viewer wants to gain knowledge on the topic. Some viewers may watch a film because it reflects their own life or experiences, for example teenagers may prefer to watch a film with teenage or young adult characters, as it would be easier for them to relate to the characters. You may also go to see a film with your friends as part of a social activity and so that you can be part of the discussion.

Reception Theory

• This theory states that the same media text could be interpreted in different ways by different people
• Their interpretation could be affected by their life experiences or their culture/background, and people with the same culture are more likely to interpret it in a similar way
• A preferred reading is when the viewer takes the view of the media text that was intended by the institution or creator of the text.
• An oppositional reading is when the viewer disagree with the intended message of the media text

Film industry example;