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Media theories


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Media theories

  1. 1. Media Theories
  2. 2. Effect model <ul><li>Hypodermic needle model </li></ul><ul><li>We haven’t focused to much on this method in class as we are aware that it’s outdated. </li></ul><ul><li>However the key points of this is theory are the following: </li></ul><ul><li>Places power with text and the institutions </li></ul><ul><li>Audience seen as a single mass that passively receive the messages. </li></ul><ul><li>Powerful media is ‘injected’ into a unquestionable audience </li></ul>
  3. 3. The gratification model <ul><li>This gratification model emphasises what the </li></ul><ul><li>audience of media products do with them, this is </li></ul><ul><li>said to be that the power is considered to lie with </li></ul><ul><li>the consumer to gratify their needs or interests. </li></ul><ul><li>To be informed or educated </li></ul><ul><li>In order to identify with the characters and situation </li></ul><ul><li>To be entertained </li></ul><ul><li>To enable themselves to socially interact with others. </li></ul><ul><li>To escape from their daily troubles. </li></ul><ul><li>These are the five main reason thought by Blumler </li></ul><ul><li>and Katz of why audiences may consume media </li></ul><ul><li>texts. </li></ul>
  4. 4. Re-mediating audiences <ul><li>User generated content also known as audience material is now very </li></ul><ul><li>common e.g. wikipedia. This means that the audience can now help </li></ul><ul><li>create the media in which previously was only in the hands of </li></ul><ul><li>institutions. Also entertainment has also allowed the audience to ‘vote’ </li></ul><ul><li>for example talent shows this again puts the power in the consumers </li></ul><ul><li>hands and allows them to determined what they want to happen. This is </li></ul><ul><li>considered to be the age of the </li></ul><ul><li>“ Prosumer”. </li></ul>