Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
A2 audience theory
1. Recap
What are the five categories of Blumler and
Katz’s Uses and Gratification theory?
• Cognitive needs
• Affective needs
• Personal Integrative needs
• Social Integrative needs
• Tension free needs
2. Rokeach and DeFleur
Dependency theory
What were the main ideas outlined in this theory?
• you do not depend on all media equally.
• you will become more dependent on media that meet a number of
your needs than on media that provide just a few.
• When social change and conflict are high, established institutions,
beliefs, and practices are challenged, forcing you to reevaluate and
make new choices. At such times your reliance on the media for
information will increase. At other, more stable times your
dependency on media may go way down.
4. How to get the most out of your
lessons
In order to utilise your time efficiently in lessons, you must do the
following.
• We will collectively explore media theory
• You will independently research contemporary media issues (and
cases through recent history that have impacted on current affairs).
• You must apply new theories to the resources that you are
exploring.
• Collectively, we will discuss your findings and thoughts on the
topic.
• Be ready to discuss your ideas! Media Studies is nothing without
discussion!
• Keep a running case study (via PP or Word) to document your
research, apply theory and explore your ideas and opinions.
5. Audience Theory
The key motivation for media production is - consumption.
You must be able to explore and apply a variety of audience
theories to your case study.
6. Who are the audience?
• Demographics and psychographics
8. Demographics
CLASS- We divide class into 5 categories:
• A: Upper Upper Class: i.e. Royalty/ PM etc
• B: Upper Class: MPs, Consultants, Lawyers,
Headmasters, Bank Managers
• C1: Upper Middle Class: Teachers, Secretaries,
Solicitors, Architects
• C2: Lower Middle Class: Plumbers, Electricians,
Mechanics
• D: Upper Lower Class: Unskilled workers i.e. Shelf
stackers, road sweepers, rubbish collectors
• E: Lower Class: Unemployed, Homeless, Non-income
What demographic group would you attribute each of these
papers to?
9. Demographics
"Maslow developed a
model called the
"Hierarchy of
Needs”, which
demonstrates that
we must fulfil our
basic needs (at the
bottom) before
progressing up to
the next step and so
on.
Advertisers know this…there is no
point advertising a flashy new car
with GPS, blue lights, original
design to someone who can
barely afford to live. If they need
to buy a car, they will want to know
how it can get them from A-B to help
them make a living.
http://www.futurehi.net/images/maslow.jpg
10. Psychographics
• This is a way of describing an audience by
looking at their behaviour and personality
traits.
• Psychographics labels a particular type of
person and makes an assessment about their
viewing and spending habits.
11. Psychographics
• This is a way of describing an audience by
looking at their behaviour and personality
traits.
• Psychographics labels a particular type of
person and makes an assessment about their
viewing and spending habits.
14. People are not passive
This approach to textual analysis focuses on the scope for
"negotiation" and "opposition" on the part of the audience.
This means that a "text"—be it a book, movie, or other creative
work—is not simply passively accepted by the audience, but
that the reader / viewer interprets the meanings of the text
based on their individual cultural background and life
experiences.
In essence, the meaning of a text is not inherent within the text
itself, but is created within the relationship between the text
and the reader.
Stuart Hall’s Reception theory
15. What do we interpret from a message
Stuart Hall stressed the role of social positioning in
the interpretation of mass media texts by different
social groups.
In a model deriving from Frank Parkin's 'meaning
systems', Hall suggested three hypothetical
interpretative codes or positions for the reader of a
text.
16. Reception models
• Dominant (or 'hegemonic') reading: the reader fully shares the text's code
and accepts and reproduces the preferred reading (a reading which may
not have been the result of any conscious intention on the part of the
author(s)) - in such a stance the code seems 'natural' and 'transparent';
• Negotiated reading: the reader partly shares the text's code and broadly
accepts the preferred reading, but sometimes resists and modifies it in a
way which reflects their own position, experiences and interests (local and
personal conditions may be seen as exceptions to the general rule) - this
position involves contradictions;
• Oppositional ('counter-hegemonic') reading: the reader, whose social
situation places them in a directly oppositional relation to the dominant
code, understands the preferred reading but does not share the text's
code and rejects this reading, bringing to bear an alternative frame of
reference (radical, feminist etc.) (e.g. when watching a television
broadcast produced on behalf of a political party they normally vote
against).
17. Example - TOWIE
Dominant reading of TOWIE:
A 19 year old girl from Essex. She loves
watching the show and finds it funny. She
thinks that it is a representation of their real
lives. She enjoys seeing what the characters
get up to. She sets it to record so that she
doesn’t miss an episode. She talks about it to
her friends.
18. Example - TOWIE
Negotiated reading of TOWIE:
A 25 year old female from Liverpool.
She finds it entertaining but realises
that some of the programme is
scripted and situations are not always
realistic. She will watch it when it’s on
but doesn’t mind if she misses an
episode.
19. Example - TOWIE
Oppositional reading of TOWIE:
A 45 year old male from London. He
finds it ridiculous and fake. He finds
the character’s annoying and lacking
in talent. He avoids watching the
programme, if it comes on the TV he
will turn over.
20. Check list
Audience theory
Demographics
Psychographics
Uses and gratification theory
Maslow’s hierarchy of needs
Moral Panic
Dependency theory
Reception theory
Hypodermic needle theory
Whilst continuing to collaborate
your independent research on
the Lee Rigby case together,
consider audience theory.
How did different audiences
receive the information?
How was it accessed and how
does this tie into the
pyschographics of an audience?
What is the impact on specific
audiences?
How are specific audiences
targeted?
