Understanding Audiences in Media

Understanding Audiences in Media Chapter 1-INTRODUCTION 1 Aim 2 Objective 2 Problem statement 3 Chapter plan4 Notes on research methodology5 Chapter 2 LITERATURE REVIEW 6 Theme 1: Social media and its influence on Hollywood studios6 Theme 2 audience theories for predicting individual response of social media promotion in Hollywood studios 7 Theme 3: Transition used by filmmakers to use social media 8 Theme 4: Statistics to demonstrate social media methods used to influence of social media on Hollywood studios 9 Chapter 3- RESEARCH METHODOLOGY10 Research philosophy 10 Research approach 10

Understanding Audiences in
Media

Table of Contents
Chapter 1-INTRODUCTION..........................................................................................................1
Aim..............................................................................................................................................2
Objective......................................................................................................................................2
Problem statement.......................................................................................................................3
Chapter plan.................................................................................................................................4
Notes on research methodology...................................................................................................5
Chapter 2 LITERATURE REVIEW...............................................................................................6
Theme 1: Social media and its influence on Hollywood studios.................................................6
Theme 2 audience theories for predicting individual response of social media promotion in
Hollywood studios.......................................................................................................................7
Theme 3: Transition used by filmmakers to use social media.....................................................8
Theme 4: Statistics to demonstrate social media methods used to influence of social media on
Hollywood studios.......................................................................................................................9
Chapter 3- RESEARCH METHODOLOGY................................................................................10
Research philosophy..................................................................................................................10
Research approach.....................................................................................................................10
Sampling....................................................................................................................................10
Data collection...........................................................................................................................10
REFLECTION...............................................................................................................................10
REFERENCES..............................................................................................................................12

Title - The growing influence of social media on Hollywood studios
“Focus on how to be social, not on how to do social.”
“You don’t get to 500 million friends without making a few enemies.”
Chapter 1-INTRODUCTION
In present times social media is playing a significant role in promotion and
advertisement. It has revolutionized the way in which products and services were promoted.
However, it has allowed people to connect with each other. It has not helped businesses but also
movies. It has transformed the way in which movies are been promoted. This has impacted on
behavior of audience to a great extent. Today, film industry is finding out new way of integrating
and communication to further connect with its audience. Also, filmmakers are highly focusing on
social media platforms to create awareness about films. They are making huge efforts in doing
promotion so that film can get a hit (Lacey, 2017). Moreover, in today’s era most of youth
spends a lot of time on social sites to interact with each other. They are been diverted from TV,
newspapers, radio, etc. Alongside, You Tube has emerged as a platform which has given wider
area of promotion. It has attracted large number of people including youth. It has provided all
facilities of entertainment. Audience can easily watch all types of videos for free on it.
Social media has allowed Hollywood studios to expand their market in other countries. It
has benefited in promotion of films in other markets to generate awareness. By using You tube
as source audience get to know about different types of Hollywood movies and studios.
However, it has become easy to understand needs of audience and provide them relevant content
(Social media changing the way movies are marketed. 2014).
Hollywood have understood power of social media and is effectively utilizing it in
positive way. With the success of short films, TV series, episodes on social media it has highly
impacted Hollywood studios. This has diverted filmmakers towards using social platforms to
engage with audience (Vicente-Mariño and Lunt, 2015). For example, Disney theme-based park
studio has attracted audience from all over the world. Many filmmakers have focused on it as
well. There are several films Disney have produced which denotes influence of Hollywood
studios on movies and film making. It has created curiosity among people to know more about
theme park. Also, characters associated with theme park and Hollywood studios are shown in
movies. This influence on movies of Hollywood studios depicts importance of social media
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marketing which created awareness about the different themes. They are displayed at park where
people notice it. Moreover, uploading photos of park on various social platforms have generated
awareness. It has influenced behavior and taste of audience. Filmmakers got an idea of how they
can also influence it through social sites. The Hollywood is one of the biggest film industries and
is well known for their lavish and exotic studios that helps to improve the quality and social life
of people. With the passage of time and increase in the growth of social media platforms, it will
improve the quality of their movie studio. The online or digital media helps in promoting new
and unexplored destinations or places which can impress the studio or set developers to produce
the similar location in their studio for the filming purpose. For example – Hunger games movie
was released in 2008. Its song hanging tree was launched on You tube. It crosses over 20 million
views across US. This helped in reaching audience to large extent in quick time.
The digitalisation era has significantly changed strategies of Hollywood filmmakers. It
has opened box of delivering film to audience. Social media has enabled in getting spontaneous
reaction from diversified people. The word of mouth is not restricted to specific circle. In present
time grabbing the attention of audience is more crucial. Filmmakers can no longer depend on
bored teenagers in search of amusement to bankroll their efforts. Furthermore, there is shift in
destroying of films overnight. Social sites have enabled in providing positive or negative
information spreading more quickly to large extent. Consequently, chance of film success over
long time has become unlikely. As elucidated by (Faulkner, 2017) films score more than 40% of
sales within their opening. By following path of Hollywood, Bollywood and other studios are
also using social sites. They have developed their own studios and created awareness in industry.
however, by understanding audience and their response towards film studios are enable to
produce movies.
Aim
“To analyse influence of social media promotion on Hollywood studios”
Objective
 To evaluate role of social media promotion in Hollywood studios
 To analyse how social media promotion influence audience behaviour
 To derive transition used by filmmakers to use social media
 To assess audience theories for predicting individual response of social
media promotion in Hollywood studios
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Problem statement
In recent time, film industry is been highly impacted due to growth of social media. The
invention of new social sites such as Netflix, Amazon prime, You Tube, etc. have highly
influenced on profitability of movies. Due to this, audience behavior is highly influenced. they
are extremely attracted towards Hollywood movies. According to McChesney, 2015 earlier,
cinema production and distributors were known as closed door institute. But now, with evolution
of time it has opened them to world. They are able to connect with fan, develop relationship with
others digitally. There are various approaches followed by them in new means of
communication. Social media has forced industry to embrace different approach to have open
dialogue. This study is conducted to analyze role of social media in Hollywood studios. Also, the
motive behind conducting this study is to find out factors that influence audience mind and
behavior.
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Figure 1: Social media landscape 2016
(Source: Social media landscape, 2016)
Chapter plan
In this the overall plan of dissertation is shown. it makes it easy to understand what each
chapter describe and information included in it. the plan is as follow: -
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Chapter 1 Introduction – This is the first chapter which will give an overview of overall
research topic. Here, researcher will describe background, aim, objectives, research questions,
etc. that have to be achieved.
Chapter 2 Literature review- It is the second chapter in which researcher will analyze
secondary data from different research articles, journals, etc. Here, the topic is discussed in depth
regarding what other authors have contributed in past. The secondary data is collected and
analyzed which makes it easy for user to know what subject is all about.
Chapter 3 Research methodology – This chapter will describe about different types of research
methods which will be used or applied by the researcher in project. It will give an overview
about how overall research will be conducted and what methods are used.
Chapter 4 Data analysis – This chapter will show how primary data is collected and interpreted.
It gives a brief analysis of results obtained from data. It will include graphs, tables, charts, etc.
along with its interpretation.
Chapter 5 Reflection- In this, the results and analysis are discussed which will show findings of
overall research. The researcher will give an in-depth analysis of individual learning from data
and information interpreted by collecting primary and secondary sources. This will make it easy
for the user to evaluate overall findings of project.
Notes on research methodology
The present study will use different types of research methods which will be applied by
researcher. In this positivism research philosophy will be applied. Also, inductive approach
will be applied. The data will be collected by using both qualitative and quantitative research
approach. Beside this, exploratory research design will be used in present study. In addition to
it, primary and secondary data collection methods will be used to gather data.
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Chapter 2 LITERATURE REVIEW
Theme 1: Social media and its influence on Hollywood studios
According to Lewis and Westlund, 2015, the evolution of social media has provided a
platform for people to communicate with each other. It has connection people and business at
one platform. It has modernized the way of advertising and promotion of goods and services.
This has influenced behavior of people. Aside from business, now social media is used by
filmmakers to promote movies. It has become a platform for them to release trailers of films.
This has been useful in gaining attention of people towards it. in present era the success of film
depends on target audience. Therefore, it is very important for filmmakers to understand
audience and their need. It gives an insight on what type of audience is attracted and how it will
be useful in promoting movies. It creates a buzz through word of mouth among audience.
As said by Jenkins, Ford and Green, 2018, the benefit of using social media is it helps in
creating and building public relation. Moreover, it leads to crowdfunding in which can be stake
of success of film. In this an example can be taken of movie Veronica Mars. Here, filmmakers
started a campaign Kickstarter which offered fans incentive to appear in film. This led to
generating $5.7 million funds. Another example is Batman vs Superman movie in which director
generated buzz and excitement through leaked images among people before releasing it. thus,
similarly Marvel studios applied this concept in creating excitement. They implemented it in all
movies due to which it was superhit.
In view of Lacey, 2017 there has change in trend in Hollywood studios. The introduction
of social media in showing teaser and trailer has influenced minds of target audience.
Consequently, it has enabled in reaching out and understanding audience behavior. Hollywood
studios have adjusted their marketing techniques to become more social friendly with audience.
By pushing on developing right buzz emphasis is on building anticipation. For example,
Guardians of the Galaxy generated right buzz among audience making it superhit. Now, small
budget movies are created at individual studios designed by directors. this has been useful in
enhancing quality of script and inserting visual effects in it.
On contrary Ngai and et.al., 2015, said that if any studio invests a lot of amount in special
effects and if social media buzz is mixed then people will not likely to see it (How Social Media
Is Changing Hollywood. 2015). this results in failure of movie. Also, the way people think about
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film is influenced by consensus. Multiple viewing transforms it into huge box office success, but
social media hype translates into bottom line profits. Hence, it has become difficult to produce it
by applying titanic formula. In addition to it, negative comments or reviews on social media is
spread instantly. This creates a poor image in minds of people. due to this, word of mouth is
affected as well. Another factor that is considered here is if any studio makes a massive
investment in putting graphics, effects, etc but get failed on social media then it leads to huge
loss. This affect film as well as reputation of studio.
Theme 2 audience theories for predicting individual response of social media promotion in
Hollywood studios
As said by Leyshon and et.al., 2016, understanding audience is done by applying
different theories. Usually, audience theory refers to how thinking is developed among society
by studying culture. It is also a way of communicating with audience to find out their role
(Audience theory in media studies, 2014). There are different theories which exists in media that
is described below: -
Uses and gratification theory- This theory is related to audience who are active but
leader opinion or message is promoted more quickly to reduce power of media. In this there is
twostep process followed. It states that audience uses media and does not have power to
manipulate. Gratification is referred as needs. If any movie reflect personality or needs of
individual, they get involved with by socially interacting. Then, they promote through social
media or work of mouth.
Hypodermic needle theory - It is an old theory of 1950- 1960’s which is having direct
and powerful impact. Any information or message is highly spread to get strong response from
another side. But it can have negative impact on children or teenager due to input of media. The
audience included in this theory requires more information. they engage in it as a participant.
Also, media cannot survive without audience.
Cultivation theory – It is similar to hypodermic needle theory and states that iterative
message can influence mind of people either in positive or negative way (Hirsch and Gruber,
2015). For example, if advertisement of salt is shown again and again it can impact on people
mind. Also, if too much violence in media enforce people to involved in it. Thus, it is concluded
that content shown on social media influence people mind to a great extent. For example- any
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negative message from movie based on biopic of person, history, etc. can which is shared again
and again can influence mind of people in negative way.
Therefore, it is analyzed that people are highly influenced due to media. they are closely
related to it and their response to message decides whether they have taken it in positive or
negative way. moreover, their relation with media plays vital role in spreading message to
audience. There can be change in way message is delivered. These theories help in finding out
type of audience and their relation with media. likewise, it gives an overview about behavior and
nature of audience.
Theme 3: Transition used by filmmakers to use social media
The introduction of social media has led to transitions by filmmakers. By
using it many changes has occurred in filmmaking. In a study conducted by Lacey, 2017 it was
found that around 90% of Hollywood movies are shot by using digital media. It has reduced cost
of production. Besides this, many producers and directors are preferring to use digital camera
instead of film one. Digital technology has removed all barriers and opened boundaries to enter
in new era. Furthermore, it has changed the way of screening. By using digital technology, it has
been easy to deliver movies in theaters. Filmmakers are able to showcase their movie to greater
audience expanded in large geographical range. In the opinion of Lewis and Westlund, 2015 by
developing different promotional strategies directors can assure that movie reaches worldwide.
Furthermore, video transition effects make it attractive to visualize scenes. Basically, there are
different types of techniques used that is fade it/our, dissolve, zoom in/out, etc. these all helps in
displaying of scenes in more advance way to maintain focus of audience. These transitions have
benefited in inserting visual effects. Filmmakers are able to transform virtual world into reality.
Now, in Hollywood most of movies are produced by using 3-D or 5-D technology. This is done
to give a real-world experience to audience via social media. additionally, audience are attracted
as well to watch these types of movies.
According to Faulkner, 2017 the buzzing and curiosity generated from has played a
game changing factor. There are several films which have been a superhit due to its effective
promotion of social sites. However, in some cases even highly promoting on different platforms
some movies have got failed. This is because of negative response from audience. The comments
made by them was not in favor of content. Moreover, message spread by them through word of
mouth. Film transition is a technique used in the post-production process of film editing and
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video. This means to change way of advertising films. By using platform such as Facebook,
Instagram, etc. and including actors to promote movies producers are creating curiosity among
audience. They have understood audience behavior and their way of response to movie content.
It has benefited them in targeting specific people.
Theme 4: Statistics to demonstrate social media methods used to influence of social media on
Hollywood studios
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Chapter 3- RESEARCH METHODOLOGY
It is a framework which consists of process and procedures that is applied by researcher
in conducting research. There are different methods which are used in collecting and analyzing
data. So, by defining methodology it becomes easy for researcher to proceed in step by step
manner. This helps in smooth flow of research and completing it on time. For present study, the
methodology is determined below: -
Research philosophy
Research approach
Sampling
Data collection
Data must be collected in an appropriate way so that accurate results can be obtained. The
overall research aim and objectives depend on how data is collected. The researcher has to gather
precise data and information from various available resources. Data collection is a process in
which information is used from other related sources to search answers of problems and examine
the results. It can be divided into two parts: primary and secondary data. in present researcher
will use both methods to gather data.
 Primary data
 Secondary data
REFLECTION
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REFERENCES
Books and journals
Faulkner, R.R., 2017. Hollywood studio musicians: Their work and careers in the recording
industry. Routledge.
Hirsch, P.M. and Gruber, D.A., 2015. Digitizing Fads and Fashions. The Oxford Handbook of
Creative Industries. p.421
Jenkins, H., Ford, S. and Green, J., 2018. Spreadable media: Creating value and meaning in a
networked culture. NYU press.
Lacey, N., 2017. Media, Institutions and Audiences: Key Concepts in Media Studies. Macmillan
International Higher Education.
Lewis, S.C. and Westlund, O., 2015. Actors, actants, audiences, and activities in cross-media
news work: A matrix and a research agenda. Digital Journalism. 3(1). pp.19-37.
Leyshon, A. and et.al., 2016. Leveraging affect: Mobilising enthusiasm and the co-production of
the musical economy. The production and consumption of music in the digital age.
London: Routledge. pp.248-62.
McChesney, R.W., 2015. Rich media, poor democracy: Communication politics in dubious
times. New Press,
Ngai, E.W. and et.al., 2015. Social media models, technologies, and applications: an academic
review and case study. Industrial Management & Data Systems. 115(5). pp.769-802.
Vicente-Mariño, M. and Lunt, P., 2015. From Spectators to Users: Exploring the Ongoing
Transformation of Media Audiences. Trípodos. Facultat de Comunicació i Relacions
Internacionals Blanquerna. (36).
Online
Audience theory in media studies. 2014. [Online] Available Through
https://prezi.com/r4htgkotfaby/audience-theory-in-media-studies/
How Social Media Is Changing Hollywood. 2015. [Online] Available Through: <
http://www.digitalamerica.org/how-social-media-is-changing-hollywood-nicola-
freedman/>
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Social media changing the way movies are marketed. 2014. [Online] Available Through: <
https://econsultancy.com/how-digital-social-media-are-changing-the-way-movies-are-
marketed/>
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