This group was responsible for the ‘HYPODEMIC NEEDLE MODEL’ believing that the mass audience were passive and could simply be ‘injected’ with messages created by media producers. Even though some critics still believe that there is some truth to this model (hence why age restrictions exist and some products are banned completely) others felt that this model over simplifies the situation. For example, David Morley did a nation wide ‘Reception Theory’ study in 1980 to determine how different audiences view the same text (he showed them all the same edition of Nationwide – a local news program shown after BBC One’s main evening news bulletin). He found that the way audiences interpreted a text generally fell under one of the following:
- 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.
In short, what this shows is that the majority of consumers are not passive and their reading of a text is influenced by their own ideologies – a product simply cannot ‘brainwash everyone’ like an injected drug. However, some are more susceptible and easily influenced (especially children who have yet to complete the early years of the socialization process), hence age ratings etc.
Uk Age Rating :
U- Suitable for All
PG- Parental Guidance
12A-12 - Suitable for 12 years and over
15- Suitable for 15 years and over
18 - Suitable only for adults
R18- To be shown in only licensed cinema and sex shops
USA Age Ratings:
G - General
PG- Parental Guidance
PG 13- Parents strongly cautioned
R- Restricted
NC 17 - Noone 17 and under
MASS AUDIENCE: mass audiences are basically large mainstream audiences who consume mainstream or popular culture (Marxist would claim that this audience is largely made up of the ‘working class’), such as Hollywood films, Eastenders, reality TV, Premiership football, simple Hollywood, tabloids etc. High culture, by contrast, is usually associated with broadsheets, opera, ballet and BBC Four.
NICHE AUDIENCE: A niche audience is smaller than a mass audience but usually very influential e.g. those Marxist would define as upper class/middle class who controlled the media may wish to see ‘high culture’ programs hence the launch of BBC Four for those who wish to hear/see artistic high culture programs. Niche audiences don’t have to be this group though, they can be any small dedicated group who advertisers feel are worth targeting/marking products for. Examples could include, certain films (e.g. 'adult' movies - which can not really be called ‘high art’), fishing magazines, farming programs.
The Impact of Age Ratings in the contemporary Film Industry
On the bfi website, it states that the age range 15-24 had the largest proportion of the uk cinema audience at 31%. 22 Jump Street had the largest above-average audience share among the 15-24 age group. Of that 28%, 15 % males and 13% females.
British film makers in the 1990s ignored the market and made a lot of niche films rated 18 like Hardware (The head of a cyborg reactivates and rebuilds itself and goes on a violent rampage in a space marine's girlfriend's apartment.), The Comfort Stranger( An English couple holiday in Venice to sort out their relationship. There is some friction and distance between them, and we also sense they are being watched. One evening, they lose their way looking for a restaurant, and a stranger invites them to accompany him. He plies them with wine and grotesque stories from his childhood.) and Shallow Grave ( Three friends discover their new flatmate dead but loaded with cash.). I feel that none of these films would be an 18 rated film as this limits the audience. The largest proportion that go to the cinema is 15-24 year olds. They would be missing out on 3 years worth of film enthusiasts.
