AS Media Studies 9607

Wednesday, 9 September 2026

T3 | Wk 8 | Thursday - Covid / Audience presentation

Today the A2 Media Studies students are presenting their findings on the Covid pandemic impact on audience trends. This is helpful for your context and critical debates for audience, ownership and technology essays.

Tuesday, 8 September 2026

Go through your blogs and make sure all Audiences and Institutions blog posts are hidden.

Create labels and sort all your remaining work into the following categories;

1. Preliminary Task 1

2. Preliminary Task 2

3. Foundation Portfolio

Go through your blog in 'view' mode and check blog posts for;

- correct title labels

- correct spelling

- formatting

Have a friend go through your blog to check that everything works and is embedded correctly and laid out in a user-friendly way.

Monday, 7 September 2026

T3 | Wk 8 | Wed / Thursday - Blumler and Katz - Uses and Gratification Theory

Today we are going to look at Blumler and Katz's uses and gratification theory.

Here are the 2 videos to watch in class, for your reference. This theory should be referenced and explained in your essay.

ACTIVITY:

Write a paragraph for an audiences essay that includes;

- Stuart Hall's Reception Theory

- Shirky's End of Audience Theory

- David Gauntlett's Identity Theory

and

- Blumler and Katz' Uses and Gratification Theory

The question to answer would be;

"Media audiences are increasingly active in how they consume and engage with media products." Discuss this statement.

T3 | Wk 8 | Tues - Audience - trends and application to essay questions

Audience Trends

HOW Audiences are watching has changed;

1. Active Audiences & Participatory Culture

Trend: Audiences are no longer passive—they produce content, share, remix, and influence media narratives.
Examples: TikTok trends, memes, fan fiction, YouTube commentary.
Theory tie-in: Stuart Hall – Reception Theory(preferred/oppositional/negotiated readings).

2. Second Screening and Multi-Platform Interaction

Trend: Audiences often engage with films through other platforms simultaneously (e.g., looking up trivia while watching, or tweeting about a movie).
Examples: Live tweeting during awards shows or trending hashtags during releases (#Barbenheimer).
Why it matters: Film engagement is now extended and social; impacts how filmmakers and marketers reach viewers.
Theory: Reception Theory (Stuart Hall)—meaning can shift when viewed with other media inputs.

WHAT audiences are watching has changed

3. Algorithmic Personalization

Trend: Social media and streaming platforms use algorithms to personalize content feeds.
Examples: Netflix recommendations, TikTok “For You” page.
Implication: Filter bubbles; audiences rarely see content outside their interests.

4. . Short-Form Content Preference

Trend: Attention spans are shortening; short videos dominate
Examples: TikTok, YouTube Shorts, Instagram Reels
Why it matters: Editing styles, narratives, and advertising must adapt.
Theory tie-in: Blumler and Katz – Uses & Gratifications (entertainment, escapism in short bursts).

5. Niche Audiences & Fragmentation

Trend: Mainstream media struggles to reach mass audiences; people engage with niche, interest-based content.
Examples: Podcasts, YouTube channels with specific focuses (e.g., true crime, K-pop, tech)
Implication: Audiences are more segmented than ever.

WHERE audiences are watching has changed

6. Mobile-First Consumption

Trend: Most audiences, especially younger ones, consume media via smartphones.
Examples: Vertical video on TikTok, Instagram Reels, Snapchat; mobile gaming.
Why it matters: Media producers now design content specifically for mobile formats.
Theory tie-in: Uses and Gratifications Theory—audiences choose media that fits their lifestyle.

7. Streaming vs Cinema – Changing Viewing Habits

Trend: Audiences increasingly choose to watch films at home on streaming platforms instead of going to the cinema.
Examples: Netflix’s Glass Onion: A Knives Out Mystery had a limited cinema release before streaming; Disney+ released Soul and Turning Red directly online.
Why it matters: Impacts box office revenue, marketing strategies, and the future of theatrical releases.

· Theory: Uses and Gratifications Theory—audiences prefer convenience and control

8. Globalization of Film Audiences

Trend: Non-Hollywood films gain global popularity thanks to subtitles, dubbing, and streaming and Hollywood movies going international
Examples: Parasite (South Korea), RRR (India), Money Heist (Spain – though a series, it demonstrates trend). / Examples of Hollywood changing movies to suit Chinese audiences - 'Top Gun' / '2012'
Why it matters: Challenges Hollywood dominance; audiences embrace diverse storytelling.
Theory: Cultural Imperialism vs. Cultural Hybridization. (A2)

9. Fragmentation and technological convergence

· Trend: Audiences are accessing media based on demand, thanks to the accessibility of technological devices and the internet

· Examples : Family members all watching / consuming content on different devices

· Why it matters: Challenge to media producers to find audiences on different platforms, no centralised audience anymore

Theory: Uses and Gratifications Theory—audiences choose media that fits their lifestyle.

Sunday, 6 September 2026

T3 | Wk 8 - Mon / Tuesday - Audience Research Continued

Check this link out for Global and NZ digitisation trends.

Questions;
1. How many of the world's population are currently connected to the internet? (slide 6)
2. How many of the world's population are active social media users? (slide 6)
3. What are the top 5 social media sites used globally? (slide 10)
4. What two age-groups have the largest contingent of social media users? (slide 12)
5. What percentage of NZ's population are connected to the internet and what percentage have social media? (slide 15)
6. What are the top 3 devices used to consume media in NZ? (slide 18)
7. How many hours a day are NZ's watching/ streaming online TV services? (slide 19)
8. What percentage of internet users in NZ swatch videos online and what percentage stream content via the internet? (slide 28)
9. What are NZ's top 5 social media sites? (slide 33)

Check out this link for trends within NZ for media consumption

Questions;

1. Who are considered 'i-gens' (page 3 )
2. In what ways are i-gens connected and using digital technology? (pg 4)
3. How would you describe the relationship with i-gens with the content of the media they are consuming? (Summarise page 5)
4. In what way does social media play a part in influencing i-gens activity in whether they watch a film or not? (p7)
5. List the emotional motivations that drive i-gens to watch movies at the cinemas and what in general do they like about it? (p8 & 10)
6. Comment on why i-gens opt to watch movies online at home (p 9)
7. What do the i-gens say is negative about the cinema experience? (p11)
8. Use page 13 to write a few sentences about how i-gens should be marketed to if you are trying to get them to watch your film
9. Use pages 14 - 19 to write a few points about the way i-gens prefer to engage with media and what they want out of a media consumption experience