Audience theory 1

1,556 views
1,448 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,556
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Audience theory 1

  1. 1. Audience Theory
  2. 2. Aim: to explore audience theory and apply to coursework in preparation for exam questionStarter:Look at the images. What do you see?
  3. 3. Aim: to explore audience theory and apply to coursework in preparation for exam questionDo the producers influence the audience?orDoes the audience influence the producers?
  4. 4. Aim: to explore audience theory and apply tocoursework in preparation for exam question TEXT PRODUCER AUDIENCE
  5. 5. Hypodermic Needle TheoryTEXT MESSAGE PASSIVE AUDIENCEAudiences passively receive the ideologytransmitted via a media text, without any attempton their part to process or challenge the data.Any problems with this theory?
  6. 6. Two-Step Flow Theory The ideology is FILTERED by ‘opinion leaders’ and passed on to less active associates.
  7. 7. Uses and GratificationsBlumler and Katz:• Diversion - escape from everyday problems and routine.• Personal Relationships - using the media for emotional and other interaction, eg) substituting soap operas for family life• Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts• Surveillance - Information which could be useful for living eg) weather reports, financial news, holiday bargains
  8. 8. Hierarchy of needs- Maslow
  9. 9. Stuart Hall’s Reading the Media• Dominant, or Preferred Reading how the director/creator wants the audience to view the media text;• Opposition Readingwhen the audience rejects the preferred reading, and creates their own meaning of the text;• Negotiated Readinga compromise between the dominant and opposition readings, where the audience accepts parts of the directors views, but has their own views on parts as well.
  10. 10. Laura Mulvey’s Male Gaze
  11. 11. ObjectificationMartha Nussbaum:(1) instrumentality: the treatment of a person as a tool for the objectifiers purposes;(2) denial of autonomy: the treatment of a person as lacking in autonomy and self-determination;(3) inertness: the treatment of a person as lacking in agency, and perhaps also in activity;
  12. 12. Objectification(4) fungibility: the treatment of a person as interchangeable with other objects;(5) violability: the treatment of a person as lacking in boundary-integrity;(6) ownership: the treatment of a person as something that is owned by another (can be bought or sold);(7) denial of subjectivity: the treatment of a person as something whose experiences and feelings (if any) need not be taken into account.
  13. 13. ObjectificationRae Langton:(8) reduction to body: the treatment of a person as identified with their body, or body parts;(9) reduction to appearance: the treatment of a person primarily in terms of how they look, or how they appear to the senses;(10) silencing: the treatment of a person as if they are silent, lacking the capacity to speak.
  14. 14. Aim: to explore audience theory and apply to coursework in preparation for exam questionOther theories you might want to research:MarxismPostmodernismStructuralismAbercrombie and Langhurst-HegemonyRichard Dyer- genre and escapismFandom

×