Audiences

Audiences are identified for what they are watching, and why, this is known as uses are gratification theory. This looks at the idea that people watch different media texts for certain gratifications. An example of this is people watching horror films to be thrilled, as an example.
Audiences can receive media in different ways, and according to Stewart Hall's Coding Theory, there are four categories :
Preferred Reading: How the media is intended to be seen
Opposite Reading: Opposite to what it intended to be seen as
Negotiated Reading: That it is understood how it is intended to be seen, but is not agreed with
Aberrant Reading: When there is no understanding of how it is suppose to be seen

In this day and age, this is heavily applied to adverts, who often produced surprisingly simple adverts which often do viral. It is more likely entertaining adverts go viral. And example of this is a T mobile advert which was launched during the Royal wedding in 2012. The advert was satirizing the royal wedding. This gathered a lot of attention as people found it amusing and it rapidly became viral. However, there was a small minority of people who mistook the advert as real. This shows that media such as adverts have great sway over people

 Audiences are generally categorized into different stereotypes for the purpose of marketing and generalization. One stereotype that has emerged in the past 20 years has been metrosexuality which over time has become more and more normally for the average person to pursue. During the time it first emerged, it was parodied in various forms of media.  

Applied to horror films, audiences are great and varied, are there are many different types of horror, such as Hammer Horror, as an example. The opening sequence I am producing is a more modern take on horror, it being more mysterious than more straight to the point horror films such as Friday the 13th. The sequence we have produced however is aimed at a similar if not slightly older audience, as it does not flow completely as a traditional horror would do. However it does keep the convention of that there is often a murder in the beginning of the film, such as in Halloween.