Audience research

The audience is most probably the most valubale thing to a film/movie producer. If it wasnt for the audience then there would be know money made in the business.
Mass media information is challenged to the 'masses' through opinion leadership. The people with access to media, have a more literate understanding of a media content explain and diffuse the content to others.
This theory suggests the media is capable of 'mass manipulation'. This is based on the assumption beleives what it see's.
The audience has a set of needs that needs too be met by the film director.
Theory argues that there is a 'moral panic' - A threat is identified and panic is created through out.