“Any media text is created for a particular audience and will usually appeal most to this particular target audience” - (Hall and Holmes, 1998)
The theory that the 'mass audience' is able to be 'injected' by messages from the media. Even though some critics still believe that there is some truth to this model, others felt that this model over simplifies the situation. David Morley did a nation wide ‘Reception Theory’ study in 1980 to determine how different audiences view the same text and found an audiences perception fell under:
- A preferred reading of the text most likely to be received by the intended target audience who share the same ideologies (people read it as the creators intended – this is the closest to the hypodermic needle).
- An oppositional reading, generally by people who are not in the intended target audience (they reject the meaning intended and receive an alternative meaning).
- A negotiated reading (basically accept the meaning but interpret it to suit their own position/ideologies.
UK Age Ratings:
US Age Ratings:
- G - General Audiences/All ages admitted
- PG - Parental Guidance Suggested
- PG13 - Parents Strongly Cautioned
- R - Restricted/Under 17 Require Parent or Guardian
- NC17 - No One 17 and Under Admitted
Blumler & Katz (1973):
Contemporary Age Ratings In British Cinema:
During the 90's, the British film industry was producing films with age ratings of 18+. This severely limited the viewing availability from certain audiences as they are not able to legally watch the film. It also can be seen as repulsive by some as they will imagine that by having it as an 18+ rated film that it will not be a relaxing or enjoyable film. Age ratings are in place somewhat due to the Hypodermic Needle Theory. This is the theory that mass audiences can be strongly influenced by messages from the media and so age ratings are in place to 'protect' younger audiences from messages that are deemed unsuitable for them.
Research shows that the primary demographic for cinema go-ers is between the ages of 15-24. This
During the 90's, the British film industry was producing films with age ratings of 18+. This severely limited the viewing availability from certain audiences as they are not able to legally watch the film. It also can be seen as repulsive by some as they will imagine that by having it as an 18+ rated film that it will not be a relaxing or enjoyable film. Age ratings are in place somewhat due to the Hypodermic Needle Theory. This is the theory that mass audiences can be strongly influenced by messages from the media and so age ratings are in place to 'protect' younger audiences from messages that are deemed unsuitable for them.
Research shows that the primary demographic for cinema go-ers is between the ages of 15-24. This
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