BTec Level 3
Extended Diploma in Creative Media Production – Games Design
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
BTec Level 3
Extended Diploma in Creative Media Production – Games Design
Unit 6 - Critical Approaches to Creative Media P...
Upcoming SlideShare
Loading in …5
×

L3 gd unit6cacmp_task2_011013

658 views

Published on

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

No Downloads
Views
Total views
658
On SlideShare
0
From Embeds
0
Number of Embeds
62
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

L3 gd unit6cacmp_task2_011013

  1. 1. BTec Level 3 Extended Diploma in Creative Media Production – Games Design
  2. 2. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products
  3. 3. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Understand how media producers define audiences for their products Understand how media producers create products for specific audiences Understand how media audiences respond to media products Be able to develop responses to media products
  4. 4. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products You need to understand how your audience responds to the product:
  5. 5. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory
  6. 6. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory Audience theory provides a starting point for many Media Studies tasks. Whether you are constructing a game or analysing one, you will need to consider the destination of that media text (i.e. its target audience) and how that audience (or any other) will respond to that media text.
  7. 7. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory Audience theory provides a starting point for many Media Studies tasks. Whether you are constructing a game or analysing one, you will need to consider the destination of that media text (i.e. its target audience) and how that audience (or any other) will respond to that media text. Remember that a media text in itself has no meaning until it is read or decoded by an audience.
  8. 8. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory Audience theory provides a starting point for many Media Studies tasks. Whether you are constructing a game or analysing one, you will need to consider the destination of that media text (i.e. its target audience) and how that audience (or any other) will respond to that media text. Remember that a media text in itself has no meaning until it is read or decoded by an audience. You’ve learned how audience is described and measured. Now you need a working knowledge of the theories which attempt to explain how an audience receives, reads and responds to a media text.
  9. 9. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory The Hypodermic Needle Model
  10. 10. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory The Hypodermic Needle Model The Inoculation Model
  11. 11. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory The Hypodermic Needle Model The Inoculation Model The Two-Step Flow Model
  12. 12. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory The Hypodermic Needle Model The Inoculation Model The Two-Step Flow Model The Uses & Gratifications Theory
  13. 13. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory The Hypodermic Needle Model The Inoculation Model The Two-Step Flow Model The Uses & Gratifications Theory The Reception Theory
  14. 14. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products The Hypodermic Needle Model
  15. 15. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Hypodermic Needle Model Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media.
  16. 16. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Hypodermic Needle Model Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media.
  17. 17. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Hypodermic Needle Model Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media. The audience receive an intravenous injection of a media text, either positive or negative and are stimulated into a response.
  18. 18. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Hypodermic Needle Model Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media. The audience receive an intravenous injection of a media text, either positive or negative and are stimulated into a response. This is a short-term effect and the audience is seen as passive and maleable.
  19. 19. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products The Inoculation Model
  20. 20. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Inoculation Model This theory suggests that the long-term exposure to repeated media messages makes audiences immune to them.
  21. 21. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Inoculation Model This theory suggests that the long-term exposure to repeated media messages makes audiences immune to them. The audience is desensitised by the media text and can no longer be shocked by it.
  22. 22. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Inoculation Model This theory suggests that the long-term exposure to repeated media messages makes audiences immune to them. The audience is desensitised by the media text and can no longer be shocked by it. Someone sensitised is more likely to commit a violent act as it is not seen as an extraordinary action. Again, the audience is seen as passive.
  23. 23. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products The Two-Step Flow Model
  24. 24. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Two-Step Flow Model Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet conducted a study in 1940 during the presidential election. They found that 50% of voters had made up their minds six months before the election and did not change their minds despite the influence of media debates and coverage.
  25. 25. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Two-Step Flow Model Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet conducted a study in 1940 during the presidential election. They found that 50% of voters had made up their minds six months before the election and did not change their minds despite the influence of media debates and coverage. In addition, it was found that individual views were most affected by opinion leaders who played a key role in the communication process, filtering the message.
  26. 26. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Two-Step Flow Model Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet conducted a study in 1940 during the presidential election. They found that 50% of voters had made up their minds six months before the election and did not change their minds despite the influence of media debates and coverage. In addition, it was found that individual views were most affected by opinion leaders who played a key role in the communication process, filtering the message.
  27. 27. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - The Two-Step Flow Model Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet conducted a study in 1940 during the presidential election. They found that 50% of voters had made up their minds six months before the election and did not change their minds despite the influence of media debates and coverage. In addition, it was found that individual views were most affected by opinion leaders who played a key role in the communication process, filtering the message. The audience is semi-active.
  28. 28. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - Passive and Semi-Passive Models
  29. 29. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - Passive and Semi-Passive Models The Hypodermic Model Two-Step Flow
  30. 30. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory - Passive and Semi-Passive Models The Hypodermic Model Two-Step Flow
  31. 31. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Uses & Gratifications Theory
  32. 32. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory During the 1960s, as the first generation to grow up with television became grown ups, it became increasingly apparent to media theorists that audiences made choices about what they did when consuming media texts.
  33. 33. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory During the 1960s, as the first generation to grow up with television became grown ups, it became increasingly apparent to media theorists that audiences made choices about what they did when consuming media texts. Far from being a passive mass, audiences were made up of individuals who actively consumed media texts for different reasons and in different ways.
  34. 34. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory During the 1960s, as the first generation to grow up with television became grown ups, it became increasingly apparent to media theorists that audiences made choices about what they did when consuming media texts. Far from being a passive mass, audiences were made up of individuals who actively consumed media texts for different reasons and in different ways. Move away from what media does to people and think of what people do with media.
  35. 35. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory Researchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a media text for the following purposes:
  36. 36. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory Researchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a media text for the following purposes: Information
  37. 37. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory Researchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a media text for the following purposes: Information Personal Identity
  38. 38. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory Researchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a media text for the following purposes: Information Personal Identity Integration and Social Interaction
  39. 39. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory Researchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a media text for the following purposes: Information Personal Identity Integration and Social Interaction Entertainment
  40. 40. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory Information The need to be informed – press, broadcast and online news. Seeking advice on practical matters – how to fix the toilet. Satisfying curiosity and general interest – pub quiz. Learning; self-education – formal learning e.g. An OU course
  41. 41. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory Personal Identity Comparing our own roles and values with similar roles and values represented in the media – buying Loaded to be one of the lads or referencing a soap opera to see how other teenagers behave in relationships. Seeing yourself in the game.
  42. 42. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory Integration and Social Interaction The need for companionship and interaction with others: Identifying with others and gaining a sense of belonging Having a substitute for real-life companionship Enabling one to connect with family, friends and society This can be through viewing fictional characters as friends, having the radio on all day for company or social media like Facebook.
  43. 43. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Uses & Gratifications Theory Entertainment Fantasy, escaping, or being diverted, from problems Relaxing Filling time Emotional release
  44. 44. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Reception Theory
  45. 45. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Active Models Reception Theory Extending the concept of an active audience still further, in the 1980s and 1990s a lot of work was done on the way individuals received and interpreted a text, and how their individual circumstances (gender, class, age, ethnicity) affected their reading.
  46. 46. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Active Models Reception Theory
  47. 47. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Active Models Reception Theory This theory points out that meaning of any media text is created by the audience - not the producer. Meaning is encoded into the media text but it is up to the audience what they take from it depending how they decode the signs within the text. Broadly speaking the audience can arrive at one of three readings:
  48. 48. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Active Models Reception Theory The Preferred Reading - Audience understands and accepts the ideology offered.
  49. 49. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Active Models Reception Theory The Preferred Reading - Audience understands and accepts the ideology offered. The Negotiated Reading - Audience understands the ideology offered, accepts some aspects of it but rejects other aspects.
  50. 50. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Audience Theory – Active Models Reception Theory The Preferred Reading - Audience understands and accepts the ideology offered. The Negotiated Reading - Audience understands the ideology offered, accepts some aspects of it but rejects other aspects. The Opositional Reading - Audience interprets the ideology offered in the opposite way than it is intended.
  51. 51. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products Activity 1. Produce a profile of the following theories: The Hypodermic Needle Model The Inoculation Model The Two-Step Flow Model The Uses & Gratifications Theory The Reception Theory 2. Once completed, upload your proiles to your Unit 6 Blog to a post named: HA6 Task 2 – Audience Response to Products. Again, you are trying to describe, explain and analyse each theory. Illustrate as required and remember to cite any sources you have used in your research, both written and visual.
  52. 52. BTec Level 3 Extended Diploma in Creative Media Production – Games Design Unit 6 - Critical Approaches to Creative Media Products http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID=audience http://gottolovealex.wordpress.com/2010/11/02/uses-gratifications-understanding-and-reflecting/ http://coleshillmediasite.weebly.com/g322---audience-theory.html http://www.communicationandculture.co.uk/Effects.pdf

×