@ FOUR KEY CONCEPTS

☺Definition

Audience is a collective term that refers to individuals such as viewers, readers, listeners, and users of various media forms who view, interact with and interpret the content of media texts. There are several methods in categorising audiences including:

• Demographic characteristics (e.g., age, gender, race, ethnicity, socioeconomic status)

• Media habits (e.g., what media they consume and how often)

• Interpretations of the media text.

☺Importance of audiences

These are the crucial benefits for the producer to have a good understanding of their audiences:

• Convey the necessary messages to satisfy the needs of audiences through the identification of their group

• Determine the efficient ways to convey messages to different audience groups

• Determine appropriate content & context should used in communication with different audience group

☺DEFINITION

Representation refers to the portrayal of specific groups, communities, and experiences in the media texts.

☺IMPORTANCE OF REPRESENTATION

Representation can have a substantial influence on the view of audiences including their attitudes, beliefs, and behaviors.

☺DEFINITION

The media industry is the sector of the economy involved in Creation, distribution, and commercialization. Some industry examples could consist of animation studios, TV networks, publishing companies, streaming services, advertising firms, etc. 

☺IMPORTANCE OF INDUSTRY

Media businesses play an important role in society as they serve people with the supply of necessary information or satisfy the need for entertainment. For example, the news company announces threatening weather through broadcasting or Netflix provides people with a diversity of movie product genres.

☺  DEFINITION

Media language refers to the techniques and convention methods used to attach meanings, and emotions for the media texts. For example, the producers could convey messages to the audiences through the use of visuals of the media text; techniques in creating and manipulating sounds and images; words and phrases in dialogue, narration or captions; and conventions in storytelling such as plot, character, setting, and conflicts. 

☺IMPORTANCE OF MEDIA LANGUAGE

The producers can transfer their ideas and messages to the media texts using the media language. Excluding the use of media language in the media texts could lead to misunderstanding about the messages that the producers want to illustrate. To conclude, the producers can not communicate with the audience without using media language.

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HERE IS THE CASE STUDY

Audience 👪

The music video aims to spread beautiful values of life to people who pay attention to community activities by presenting meaningful stories and the donation project for children in remote areas. The lyrics, rhythm, and stories throughout this music video are likely created for audiences that enjoy ballad, and healing music and moreover someone who towards positive and peaceful feelings

REPRESENTATION 🌅

The story in the texts is portrayed in a positive light which leads to an increase in morality and virtue.

The difficult situation of the children in the remote area is described in a positive color reduces discrimination and stigma against the lower social class which shorten the gap between the level of society and increase sympathy for people that have a hard living condition

INDUSTRY 📺

This non-profit media is released by the charity project to support students with tough living conditions. According to the production team, each share will contribute 20,000 VND to the fund and the team’s desired goal is to reach 25,000 shares, equivalent to 500 million VND to help these students have better learning conditions.