audience perspectives san Junipero black mirror start hall

 audience: the individuals who are consuming the media product / text

active vs passive audiences:

propaganda: a tool used to shape the ideology of an audience

demographics; a form of categorising people 

psychographics: are a way of categorising the audience based on their beliefs and personalities

audience targeting: a way of appealing to a certain audience

audience positioning: where the audience is placed by a media product. ex in the opening position of san Junipero we are positioned as yoriki in san Junipero, trough the tracing shot as she walks into tuckers club.

fandom: a specific group within an audience that is more dedicated to the media product

reception theory Stuart Hall: how an audience percieves or makes sense of a media product


Stuart Hall argued that rather than all audiences deriving a set meaning from a media product, instead audiences will decode the ideology that has been encoded by the producer in a variety of different ways. This 'theory' is referred to as the encoding/decoding model.


Preferred reading

This is what happens if the target audience agrees with the dominant ideology of the scene. For example, in the first scene, you could start with "audiences will identify with Yorkie's alienation, and through being positioned with her, will emphasise with her situation. Gay audiences in particular may identify with feelings of alienation at being situated in a traditionally 'heterosexual' environment

Negotiated reading

This is what happens if the audience partially accepts and rejects the dominant ideology. A good example for the first scene may be "audience members may not identify with Yorkie, and maybe even be put off through her shyness and find her an unlikable, cliched character. However audiences may enjoy the nostalgic and intricately constructed mode of address formed through the many 1980s intertextual references that construct the club, 'Tuckers'." Basically, there are as many negotiated readings as there are people in the world, so go wild here. Put yourself in lots of different shoes (in terms of sexuality, gender, age, media literacy etc)

Oppositional reading

This is what happens if the audience rejects the message! For the first scene an example might be "audience members might not only not identify with Yorkie, they may actively be annoyed by the cliched themes of alienation. Additionally, they may also reject the idea that club settings are locations of excitement, and may also be frustrated at the highly cliched and even inaccurate setting".


black mirror targets niche audiences:

  • fans of the music that plays (80's music enjoyers)
  • queer individuals
  • fans of the retro games included in the show
  • audiences with a certain level of education
  • dystopian / utopia fiction fans
features that also appeal to a mainstream audience
  • the relationship relationship dynamic may be relatable regardless of the gender / sexuality of the audience
  • famous music
  • drama tv show, appealing to many
  • shown on Netflix very popular to most audiences
  • black mirror had a pre sold fanbase before it was bought and shown by netflix

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