2. Preferred response
A preferred response from an audience is when the audience
respond positively to the piece of media that they have just
read or watched. When the audience are preferred to a piece of
media it means they agree and understand with it, and they are
willing to change their own behavior in response to the media.
An example of this is a news article on the effect of flossing
teeth will prevent a heart attack. http:
//www.independent.co.uk/life-style/health-and-
families/features/how- flossing-can-save-your-life-
1975548.html.
Another example of a preferred response to the media is when a
radio show are happy and in a good mood and giving out good
information and in general creating a happy atmosphere, this
might make the audience feel good, therefore the audience will
want to listen to this station again, thus making the response to
this radio show preferred by its viewers. Thing that could create
a preferred response on a radio show could be a number of
different things depending on the target audience, it could
range to radio games, the genre of music they play, listening to
interviews or listening to the radio hosts just talk.
If your piece of media gets a preferred response form the audience
then they will chose a certain version of that media over
another, so with radio stations a younger person may pick
Capital over BBC Radio 4 because of the song choices, the
presenter’s talking topic and the celebrities they have in to
interview.
3. Negotiated Response
A negotiated response is where the reader understands the
message but the report hasn’t made any effect on their
behavior and they will not take any effort to modify their
behavior. The example of this would be the news report on
flossing teeth to prevent heart attacks. A negotiated response
by the reader is they would take the report into account, but
won’t make any effort to floss their teeth if they don’t
already. Another example of a negotiated response is when a
person listens to a radio station, they may like it and dislike it
because of different things about it like they like the music
choice but they don’t like the radio presenters talking, so they
have to make the choice whether or not they are going to
listen to it because of these factors. Negotiating with
themselves whether the good is better than the bad.
4. Oppositional Response
The Oppositional response is where the reader does not believe the
report or piece of media they have just read or watched, and they
will continue to ignore the report despite of the piece of media. In
my example the reader would not believe or agree with the report
about heart attacks caused by not flossing, but they do understand
it, and they would take no action to change their behavior. Another
example of an oppositional response is the where an older person
may not enjoy listening to Capital radio station, because they don’t
like the genre of music that is being played or that they don’t like
the presenters talking, so because of their oppositional response
they may subconsciously or consciously make sure they put things
in place which makes sure they are less likely to hear it.
Oppositional response are formed when a person has created an
opinion about this piece of media, this can happen through
experiencing the media or just through assuming what the media is
about through reviews of other’s experiences.
5. My response
This article is about how over 50,000 families have
been taken out of parts of London because of the
welfare cuts and the price of London housing going
up. I feel my response to this article is mixed because
I do not like what I read, as it is sad and distressing to
think of families struggling to afford housing. But I
think that this is a good article giving lots of
information and helping me form an opinion about
the government and how they run the country and
how their choices affect real people. My response is
preferred because of how this article has made me
more aware of what is happening in less privileged
areas and that I will take this information into
account when I am choosing who to vote for in the
election, maybe thinking that the Conservative
governed are not running things as well as they make
out.
6. Participatory
In this audiences are being increasingly encouraged to take part in
media, to give their opinions and have their say on matters and
subjects discussed or mentioned in this piece of media, social
media is a big tool used by T.V to ignite instant discussions and
conversations about that show. An example of this would be the
X factor, they use different techniques to make the audience
active, one is by using twitter, using the # and trending the
show or certain things on the show, so people can engage in
discussions about the contestants on the show, or something
that may have just happened on the show. Another technique
they use is voting, the show gives the audience the power to
choose who will be kept in the show by them voting for their
favourite. These things makes the show more exciting and not
just another T.V program. Most T.V shows now use even a little
bit of a participatory, usually the most common thing is to
display a ‘#’ with a certain phrase or words so it will trend on
twitter, and people with the same # will be able to talk about
the show.
7. Cultural Competence
Cultural competence is used by the media but mainly for advertising and
it is done psychologically, so the audience don't actively know they
are being enticed by a certain advertisement. So this is a more
passive way to get an audience to respond. A lot of it is to do with
cultures and each advertisement for the same product has to be re-
advertised for each country because each countries understanding is
different, e.g. christmas is related to fur trees, red, white, snow,
presents, Santa. But in the Jewish culture they don't celebrate
christmas and don't have the same understanding. Its all to do with
products attached to a certain stimuli or meaning, for example
spiked studs are related to punk culture and rebellious attitude, in
different countries one item or sign may have two very different
meanings. Another culture competence is language, how words and
signs are placed with meanings, the company would put their
advertisement in the language that is the country's first language.
When the companies use signs and signals, they want to customer
to respond in a positive or preferred response, that way the
audience is more likely to interpret the signs and go out and buy that
product, so for puma sports clothes they use a puma silhouette to
imply speed and power.
8. Fan culture
Fan culture appears in all areas of the media, but most
especially the internet. Fans use different social
networking sites to find people that like the same T.V
show, band or book, then when there is enough of these
fans the group eventually becomes called a ‘fandom’.
These people are very obsessive and passionate over a
certain show or band and actually create a name for the
fandom, and some social networking sites are more
suited to them than others, e.g. tumblr, this site is
bombarded by fandoms, fans creating novels and short
stories, professional looking artwork, photoshopping
pictures, and just general discussion of their chosen
show. An example of a prominent fandom on tumblr is
the doctor who fandom, which they call themselves
‘whovians’ and all their blogs are just dedicated to doctor
who. Another outlet for fans to communicate is youtube,
this is a video site that allows people to upload videos,
fans may do tutorials on how to do the make-up like a T.V
character or to just talk about a band and give their
opinions.
