Audience and media effects theories
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The document discusses several theories of media effects and audience behavior: 1) The hypodermic needle theory views audiences as passive recipients who are directly influenced by media messages. 2) Uses and gratifications theory sees audiences as active in choosing media to fulfill needs and goals. It focuses on understanding audience motives and consequences of media use. 3) Preferred readings theory by Stuart Hall recognizes that media texts aim to influence audiences in certain ways but audiences can also interpret messages oppositionally or through negotiation based on their own views.
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Media Effects Essay
The media effects theory proposes that media can influence individuals' behaviors by exposing them to certain content. It suggests audiences are largely passive receivers of media messages. However, the theory has been criticized for oversimplifying media influence and audiences. It fails to consider other factors like an individual's life experiences and social environment. Studies finding links between media exposure and behavior are often artificial and do not reflect real-world interactions. The theory also does not account for how audiences actively make their own meanings from media. It lacks a strong theoretical foundation. While the theory helped explain moral panics, it treats audiences as inadequately able to understand media and is selective in what media depictions it criticizes.
Media effects
The document discusses several theories about the potential effects of playing violent video games like Grand Theft Auto (GTA) and how people interact with media in general:
1. Hypodermic needle theory suggests media directly influences audiences in a passive way, like injecting ideas into them. However, other theories argue audiences are more active.
2. Uses and gratifications theory says people deliberately choose media to fulfill certain needs like information, entertainment, or social connection.
3. Cultivation theory proposes media's repetitive messages shape people's views over the long-term in a subtle, "drip by drip" manner.
4. Reception theory focuses on how audiences interpret and make their own
Audience theory
The document discusses three main theories of audience:
1. The Effects Model/Hypodermic Model which argues media has a direct influence on passive audiences.
2. The Uses and Gratifications Model which argues that active audiences use media to meet personal needs and gratifications.
3. Reception Theory which argues that audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
The Effects Debate
A useful discussion point for discussing The Effects Debate based on the seminal text by Petely & Barker
Media Effects
This document summarizes media effects research on violence, including the types of effects studied (negative like aggression, positive like pro-social behavior), historical context of the research, common hypotheses about media effects, and methods used in studies. Some of the key hypotheses discussed are social learning theory, desensitization, reinforcement of preexisting tendencies, and cultivation effects. Research methods covered include laboratory experiments, surveys, natural experiments, and longitudinal studies. The document also notes the prevailing public view that media have powerful effects on passive audiences.
Media effects theory
The media effects theory proposes that media can influence society and behavior. It suggests that exposure to violent or sexual media content can cause people, especially youth, to mimic this behavior. However, the theory has several weaknesses. Studies have found no clear link between media exposure and real-world violence. The theory also oversimplifies audience interpretation and fails to consider the social context around media effects.
Audience theory
The document discusses several theories of audience reception of media, beginning with the hypodermic syringe theory which views audiences as passive receivers of media messages. It then discusses the uses and gratifications model which sees audiences as active in selecting media to fulfill needs. Finally, it discusses Stuart Hall's encoding/decoding theory of preferred, negotiated, and oppositional readings and Laura Mulvey's male gaze theory of how women are portrayed for the male viewer's pleasure in many films.
475 2015 media effects (framing etc) up
The document discusses various media effects including persuasion, reinforcement, learning, agenda setting, priming, and framing. It provides definitions and examples of each. Agenda setting refers to how the amount of news coverage of an issue influences the public's perception of its importance. Priming is an extension of agenda setting where media coverage changes the criteria used to evaluate political leaders. Framing alters how people think about issues by influencing the importance they attach to certain beliefs through techniques like headlines and photos. Experiments show that news coverage and frames can influence perceptions and criteria for judgment. However, framing effects are limited by people's predispositions and source credibility.
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Media Effects Essay
The media effects theory proposes that media can influence individuals' behaviors by exposing them to certain content. It suggests audiences are largely passive receivers of media messages. However, the theory has been criticized for oversimplifying media influence and audiences. It fails to consider other factors like an individual's life experiences and social environment. Studies finding links between media exposure and behavior are often artificial and do not reflect real-world interactions. The theory also does not account for how audiences actively make their own meanings from media. It lacks a strong theoretical foundation. While the theory helped explain moral panics, it treats audiences as inadequately able to understand media and is selective in what media depictions it criticizes.
Media effects
The document discusses several theories about the potential effects of playing violent video games like Grand Theft Auto (GTA) and how people interact with media in general:
1. Hypodermic needle theory suggests media directly influences audiences in a passive way, like injecting ideas into them. However, other theories argue audiences are more active.
2. Uses and gratifications theory says people deliberately choose media to fulfill certain needs like information, entertainment, or social connection.
3. Cultivation theory proposes media's repetitive messages shape people's views over the long-term in a subtle, "drip by drip" manner.
4. Reception theory focuses on how audiences interpret and make their own
Audience theory
The document discusses three main theories of audience:
1. The Effects Model/Hypodermic Model which argues media has a direct influence on passive audiences.
2. The Uses and Gratifications Model which argues that active audiences use media to meet personal needs and gratifications.
3. Reception Theory which argues that audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
The Effects Debate
A useful discussion point for discussing The Effects Debate based on the seminal text by Petely & Barker
Media Effects
This document summarizes media effects research on violence, including the types of effects studied (negative like aggression, positive like pro-social behavior), historical context of the research, common hypotheses about media effects, and methods used in studies. Some of the key hypotheses discussed are social learning theory, desensitization, reinforcement of preexisting tendencies, and cultivation effects. Research methods covered include laboratory experiments, surveys, natural experiments, and longitudinal studies. The document also notes the prevailing public view that media have powerful effects on passive audiences.
Media effects theory
The media effects theory proposes that media can influence society and behavior. It suggests that exposure to violent or sexual media content can cause people, especially youth, to mimic this behavior. However, the theory has several weaknesses. Studies have found no clear link between media exposure and real-world violence. The theory also oversimplifies audience interpretation and fails to consider the social context around media effects.
Audience theory
The document discusses several theories of audience reception of media, beginning with the hypodermic syringe theory which views audiences as passive receivers of media messages. It then discusses the uses and gratifications model which sees audiences as active in selecting media to fulfill needs. Finally, it discusses Stuart Hall's encoding/decoding theory of preferred, negotiated, and oppositional readings and Laura Mulvey's male gaze theory of how women are portrayed for the male viewer's pleasure in many films.
475 2015 media effects (framing etc) up
The document discusses various media effects including persuasion, reinforcement, learning, agenda setting, priming, and framing. It provides definitions and examples of each. Agenda setting refers to how the amount of news coverage of an issue influences the public's perception of its importance. Priming is an extension of agenda setting where media coverage changes the criteria used to evaluate political leaders. Framing alters how people think about issues by influencing the importance they attach to certain beliefs through techniques like headlines and photos. Experiments show that news coverage and frames can influence perceptions and criteria for judgment. However, framing effects are limited by people's predispositions and source credibility.
Media theories powerpoint 20 marker
This document summarizes several media theories:
- The hypodermic needle/magic bullet theory suggests media can directly influence audiences' thoughts and opinions.
- Cultivation theory argues heavy media exposure shapes viewers' beliefs about social reality.
- The two-step flow model proposes media's influence flows through influential figures to shape opinions.
- Uses and gratifications theory views audiences as active in choosing media that meets needs like entertainment or identity.
- Reception theory argues audiences decode media texts in dominant, oppositional, or negotiated ways.
- Moral panic theory describes how media can exaggerate issues to create hysteria and blame certain groups.
Media Theories
The document discusses several theories related to media effects:
1) The copycat theory and Bobo doll experiment, which studied how observing and imitating aggression can influence behavior, especially in unstable individuals.
2) Cultivation theory examines television's long-term passive effects on shaping attitudes, such as increasing acceptance of gay marriage over time.
3) Desensitization theory proposes that extensive exposure to media violence can reduce emotional responses to violence, though the impact on reactions to real violence is debated.
A2 media studies Audience theories
The document discusses three main audience theories:
1. The effects model (also called the hypodermic model) argues that media texts directly influence passive audiences in negative ways.
2. Uses and gratification theory argues that active audiences use media texts for their own pleasure and gratification, rather than being used by media producers.
3. Reception theory examines how media producers encode meanings in texts and how audiences decode and interpret those meanings, sometimes accepting the producer's intended meaning and sometimes rejecting it.
A2 Media Studies Audience theory
This document provides an overview of three key audience theories:
1. The Effects Model views audiences as passive recipients who are directly influenced by media texts. It has been criticized for ignoring audience agency.
2. The Uses and Gratifications Model positions audiences as active, using media to fulfill needs like diversion, escapism, and social comparison. It suggests consumption can help address personal issues.
3. Reception Theory recognizes that meanings encoded by producers may be decoded differently by audiences, who can have dominant, negotiated, or oppositional readings of texts. It acknowledges multiple possible interpretations.
Media ‘Effects’ Debates
This document discusses media effects debates around regulation, classification, and censorship of media. It outlines three perspectives in the debate - those who articulate concerns without evidence, researchers who study media effects, and media consumers like children. The key distinction is drawn between regulation, classification, and censorship. Psychological and sociological approaches to media effects are also discussed, as well as how effects on individuals can impact society. Classic effect theories are outlined along with criticisms of effects-focused approaches.
Media Theories & Theorists
The document discusses several media theories:
- The male gaze theory explains how media typically presents the perspective of a heterosexual male viewer and objectifies women.
- Reception theory examines how audiences actively interpret media texts differently than how they were encoded by producers.
- Uses and gratifications theory focuses on what audiences do with media and what needs it fulfills rather than how it affects them. It suggests audiences choose media to satisfy specific needs like entertainment, social interaction, or education.
- The hypodermic needle model from the 1920s viewed audiences as passive receivers of media messages without processing them critically.
Audience Theorists
This document summarizes several theories related to audience engagement with media:
- Jeremy Tunstall describes primary, secondary, and tertiary levels of audience engagement with different media.
- Uses and Gratifications Theory explains how audiences seek different gratifications and pleasures from media.
- Katz and Lazarsfeld's Two-Step Flow Theory describes how opinions are formed through opinion leaders.
- Adorno's theory of passive consumption and the hypodermic needle model view audiences as being directly influenced by media messages.
- David Gauntlett's concept of the prosumer discusses how audiences can become producers through activities like creating YouTube videos.
- Stuart Hall's theory of dominant, negotiated, and oppositional readings examines how
media effects and theories
Media has a significant influence on society through its ability to shape attitudes, behaviors, opinions and thinking. It can have both positive and negative impacts. Positively, media keeps people informed and helps form judgments on issues. However, it can also promote unrealistic standards of beauty, enable cyberbullying, and weaken important real-world relationships by over-focusing on casual online connections. Different media theories like cultivation theory and agenda setting theory explain various ways media impacts society.
David gauntlett’s ’10 things wrong with the media 'effects' model
The document criticizes the "effects model" approach to studying media influence. It argues that this approach:
1) Starts by assuming media is to blame for social issues rather than studying actual behaviors.
2) Treats children as passive victims unable to think critically about media rather than consider their abilities.
3) Supports conservative ideologies by blaming popular culture rather than social inequalities for problems.
Theories of the effect of media on society ppt
This document summarizes several theories about the effect of media on society, including agenda setting theory, the spiral of silence theory, news production research, diffusion of innovation theory, social marketing theory, the knowledge gap theory, cultivation analysis theory, and media literacy theory. It provides brief descriptions of each theory and some of their key concepts.
Audience theory powerpoint
Audience theory examines how audiences interact with and understand media messages. Different audiences can interpret the same message in various ways based on their own knowledge and experiences. While some effects models argue media has significant influence over audiences, uses and gratifications theory contends that audiences are active and use media to fulfill certain needs. Reception theory further recognizes that audiences can decode meanings in dominant, negotiated, or oppositional ways depending on how their own views align with the encoded message.
Media Reception theory
Stuart Hall was a prominent cultural theorist who developed reception theory and encoding/decoding models of communication. Reception theory focuses on how audiences actively interpret and make meaning from media texts based on their own experiences and perspectives, rather than passively accepting the intended message. Hall proposed that audiences may have dominant, negotiated, or oppositional readings of a text that respectively align with, partially align with but modify, or entirely oppose the preferred reading intended by producers. Uses and gratifications theory also posits that audiences are active and use media selectively to fulfill various needs and gratifications.
Desensitisation theory
The document discusses the theory of desensitization, where repeated exposure to violence in media can decrease audiences' sensitivity over time. It provides examples of how horror movies have become increasingly graphic, and events like the Columbine shooting intensified debates around media influences. While over-exposure may make people accustomed to fictional violence, real-life impacts are still possible, like mimicking acts seen. The theory is somewhat similar to the hypodermic needle model of direct media effects, but research also shows moderated links between media violence and real aggression.
10 things wrong with the effects model
The document summarizes 10 criticisms of the "effects model" approach to studying the impact of media on behaviors like violence. It argues that the effects model treats people, especially children, inadequately, makes unfounded assumptions and connections between media content and behaviors, relies on artificial or misapplied study methods, and fails to consider meanings or theories of how media might actually influence people. The effects model is an oversimplified approach that overlooks many other factors and has more to do with advancing ideological or political agendas than understanding complex human behaviors.
Media Theories.
The document discusses several media theories:
- Effects theory argues that media has direct effects on audiences, potentially manipulating them
- Uses and gratifications theory examines what audiences do with media to fulfill needs
- Reception theory views audiences as active interpreters of media texts based on their social and cultural backgrounds, leading to varied readings of the same text.
Stuart Hall - Audience Positioning
Stuart Hall was a cultural theorist who developed a model for how audiences interpret mass media texts. The model suggests there are three ways of reading: the dominant reading where the audience fully accepts the intended message, the negotiated reading where the audience partly accepts it but modifies it based on their own views, and the oppositional reading where the audience rejects the intended message based on how it conflicts with their own social position. Hall was interested in how the media propagates ideologies and frames public debates by positioning audiences, and the concept that texts can have multiple meanings open to different interpretations.
Audience: The Effects Debate
The document discusses various theories about the effects of media on audiences. It describes direct effect theories like the hypodermic syringe theory which argues media directly influences behavior, and cultivation theory which says repeated exposure shapes attitudes. Diffusion theories like two-step flow argue media's effects depend on social discussion. Indirect effect and pluralist theories view audiences as active interpreters influenced by many individual factors rather than just media exposure. The document aims to raise awareness of these debates and support critical analysis of media effects theories.
Audience theories - A2 Media
This document discusses three theories of how audiences interact with media texts: the effects model, uses and gratifications model, and reception theory. The effects model argues that media texts directly influence passive audiences. The uses and gratifications model positions audiences as active users who choose media to fulfill needs. Reception theory, developed by Stuart Hall, recognizes that audiences can interpret meanings in a text differently than intended by producers.
Audience theory
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
Blumler and katz
The Uses and Gratifications Theory focuses on what audiences do with media rather than what media does to people. It assumes that audiences are active, interpreting media to meet their needs rather than being passive recipients. People use media to fulfill gratifications, and media compete for viewers based on their ability to provide gratification. The theory follows a model where social and psychological factors motivate needs, which lead people to seek out certain media expecting it will fulfill those needs.
Observational Learning Part2
1) The document summarizes Albert Bandura's research on observational learning, also known as modeling or social learning.
2) Bandura conducted the famous "Bobo doll experiment" in the 1960s which found that children were more likely to show aggressive behavior towards an inflatable doll after observing adults behaving aggressively towards it.
3) Bandura concluded that people learn not just through direct reinforcement or punishment, but also by observing and imitating the behaviors of others, even when no reinforcement is provided.
Bandura and the Bobo Doll
Psychologist Albert Bandura conducted the famous Bobo doll experiment in 1961 to study observational learning and aggression. In the experiment, children observed an adult acting aggressively towards a Bobo doll (punching, kicking, hitting it with a hammer). Later, the children who observed this behavior exhibited more aggressive behavior towards the Bobo doll than children who did not observe this model. The experiment demonstrated that children learn social behaviors like aggression through observation. It provided evidence for Bandura's social learning theory, showing that children imitate and model the behaviors they observe in others.
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Media theories powerpoint 20 marker
This document summarizes several media theories:
- The hypodermic needle/magic bullet theory suggests media can directly influence audiences' thoughts and opinions.
- Cultivation theory argues heavy media exposure shapes viewers' beliefs about social reality.
- The two-step flow model proposes media's influence flows through influential figures to shape opinions.
- Uses and gratifications theory views audiences as active in choosing media that meets needs like entertainment or identity.
- Reception theory argues audiences decode media texts in dominant, oppositional, or negotiated ways.
- Moral panic theory describes how media can exaggerate issues to create hysteria and blame certain groups.
Media Theories
The document discusses several theories related to media effects:
1) The copycat theory and Bobo doll experiment, which studied how observing and imitating aggression can influence behavior, especially in unstable individuals.
2) Cultivation theory examines television's long-term passive effects on shaping attitudes, such as increasing acceptance of gay marriage over time.
3) Desensitization theory proposes that extensive exposure to media violence can reduce emotional responses to violence, though the impact on reactions to real violence is debated.
A2 media studies Audience theories
The document discusses three main audience theories:
1. The effects model (also called the hypodermic model) argues that media texts directly influence passive audiences in negative ways.
2. Uses and gratification theory argues that active audiences use media texts for their own pleasure and gratification, rather than being used by media producers.
3. Reception theory examines how media producers encode meanings in texts and how audiences decode and interpret those meanings, sometimes accepting the producer's intended meaning and sometimes rejecting it.
A2 Media Studies Audience theory
This document provides an overview of three key audience theories:
1. The Effects Model views audiences as passive recipients who are directly influenced by media texts. It has been criticized for ignoring audience agency.
2. The Uses and Gratifications Model positions audiences as active, using media to fulfill needs like diversion, escapism, and social comparison. It suggests consumption can help address personal issues.
3. Reception Theory recognizes that meanings encoded by producers may be decoded differently by audiences, who can have dominant, negotiated, or oppositional readings of texts. It acknowledges multiple possible interpretations.
Media ‘Effects’ Debates
This document discusses media effects debates around regulation, classification, and censorship of media. It outlines three perspectives in the debate - those who articulate concerns without evidence, researchers who study media effects, and media consumers like children. The key distinction is drawn between regulation, classification, and censorship. Psychological and sociological approaches to media effects are also discussed, as well as how effects on individuals can impact society. Classic effect theories are outlined along with criticisms of effects-focused approaches.
Media Theories & Theorists
The document discusses several media theories:
- The male gaze theory explains how media typically presents the perspective of a heterosexual male viewer and objectifies women.
- Reception theory examines how audiences actively interpret media texts differently than how they were encoded by producers.
- Uses and gratifications theory focuses on what audiences do with media and what needs it fulfills rather than how it affects them. It suggests audiences choose media to satisfy specific needs like entertainment, social interaction, or education.
- The hypodermic needle model from the 1920s viewed audiences as passive receivers of media messages without processing them critically.
Audience Theorists
This document summarizes several theories related to audience engagement with media:
- Jeremy Tunstall describes primary, secondary, and tertiary levels of audience engagement with different media.
- Uses and Gratifications Theory explains how audiences seek different gratifications and pleasures from media.
- Katz and Lazarsfeld's Two-Step Flow Theory describes how opinions are formed through opinion leaders.
- Adorno's theory of passive consumption and the hypodermic needle model view audiences as being directly influenced by media messages.
- David Gauntlett's concept of the prosumer discusses how audiences can become producers through activities like creating YouTube videos.
- Stuart Hall's theory of dominant, negotiated, and oppositional readings examines how
media effects and theories
Media has a significant influence on society through its ability to shape attitudes, behaviors, opinions and thinking. It can have both positive and negative impacts. Positively, media keeps people informed and helps form judgments on issues. However, it can also promote unrealistic standards of beauty, enable cyberbullying, and weaken important real-world relationships by over-focusing on casual online connections. Different media theories like cultivation theory and agenda setting theory explain various ways media impacts society.
David gauntlett’s ’10 things wrong with the media 'effects' model
The document criticizes the "effects model" approach to studying media influence. It argues that this approach:
1) Starts by assuming media is to blame for social issues rather than studying actual behaviors.
2) Treats children as passive victims unable to think critically about media rather than consider their abilities.
3) Supports conservative ideologies by blaming popular culture rather than social inequalities for problems.
Theories of the effect of media on society ppt
This document summarizes several theories about the effect of media on society, including agenda setting theory, the spiral of silence theory, news production research, diffusion of innovation theory, social marketing theory, the knowledge gap theory, cultivation analysis theory, and media literacy theory. It provides brief descriptions of each theory and some of their key concepts.
Audience theory powerpoint
Audience theory examines how audiences interact with and understand media messages. Different audiences can interpret the same message in various ways based on their own knowledge and experiences. While some effects models argue media has significant influence over audiences, uses and gratifications theory contends that audiences are active and use media to fulfill certain needs. Reception theory further recognizes that audiences can decode meanings in dominant, negotiated, or oppositional ways depending on how their own views align with the encoded message.
Media Reception theory
Stuart Hall was a prominent cultural theorist who developed reception theory and encoding/decoding models of communication. Reception theory focuses on how audiences actively interpret and make meaning from media texts based on their own experiences and perspectives, rather than passively accepting the intended message. Hall proposed that audiences may have dominant, negotiated, or oppositional readings of a text that respectively align with, partially align with but modify, or entirely oppose the preferred reading intended by producers. Uses and gratifications theory also posits that audiences are active and use media selectively to fulfill various needs and gratifications.
Desensitisation theory
The document discusses the theory of desensitization, where repeated exposure to violence in media can decrease audiences' sensitivity over time. It provides examples of how horror movies have become increasingly graphic, and events like the Columbine shooting intensified debates around media influences. While over-exposure may make people accustomed to fictional violence, real-life impacts are still possible, like mimicking acts seen. The theory is somewhat similar to the hypodermic needle model of direct media effects, but research also shows moderated links between media violence and real aggression.
10 things wrong with the effects model
The document summarizes 10 criticisms of the "effects model" approach to studying the impact of media on behaviors like violence. It argues that the effects model treats people, especially children, inadequately, makes unfounded assumptions and connections between media content and behaviors, relies on artificial or misapplied study methods, and fails to consider meanings or theories of how media might actually influence people. The effects model is an oversimplified approach that overlooks many other factors and has more to do with advancing ideological or political agendas than understanding complex human behaviors.
Media Theories.
The document discusses several media theories:
- Effects theory argues that media has direct effects on audiences, potentially manipulating them
- Uses and gratifications theory examines what audiences do with media to fulfill needs
- Reception theory views audiences as active interpreters of media texts based on their social and cultural backgrounds, leading to varied readings of the same text.
Stuart Hall - Audience Positioning
Stuart Hall was a cultural theorist who developed a model for how audiences interpret mass media texts. The model suggests there are three ways of reading: the dominant reading where the audience fully accepts the intended message, the negotiated reading where the audience partly accepts it but modifies it based on their own views, and the oppositional reading where the audience rejects the intended message based on how it conflicts with their own social position. Hall was interested in how the media propagates ideologies and frames public debates by positioning audiences, and the concept that texts can have multiple meanings open to different interpretations.
Audience: The Effects Debate
The document discusses various theories about the effects of media on audiences. It describes direct effect theories like the hypodermic syringe theory which argues media directly influences behavior, and cultivation theory which says repeated exposure shapes attitudes. Diffusion theories like two-step flow argue media's effects depend on social discussion. Indirect effect and pluralist theories view audiences as active interpreters influenced by many individual factors rather than just media exposure. The document aims to raise awareness of these debates and support critical analysis of media effects theories.
Audience theories - A2 Media
This document discusses three theories of how audiences interact with media texts: the effects model, uses and gratifications model, and reception theory. The effects model argues that media texts directly influence passive audiences. The uses and gratifications model positions audiences as active users who choose media to fulfill needs. Reception theory, developed by Stuart Hall, recognizes that audiences can interpret meanings in a text differently than intended by producers.
Audience theory
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
Blumler and katz
The Uses and Gratifications Theory focuses on what audiences do with media rather than what media does to people. It assumes that audiences are active, interpreting media to meet their needs rather than being passive recipients. People use media to fulfill gratifications, and media compete for viewers based on their ability to provide gratification. The theory follows a model where social and psychological factors motivate needs, which lead people to seek out certain media expecting it will fulfill those needs.
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David gauntlett’s ’10 things wrong with the media 'effects' model
David gauntlett’s ’10 things wrong with the media 'effects' model
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Observational Learning Part2
1) The document summarizes Albert Bandura's research on observational learning, also known as modeling or social learning.
2) Bandura conducted the famous "Bobo doll experiment" in the 1960s which found that children were more likely to show aggressive behavior towards an inflatable doll after observing adults behaving aggressively towards it.
3) Bandura concluded that people learn not just through direct reinforcement or punishment, but also by observing and imitating the behaviors of others, even when no reinforcement is provided.
Bandura and the Bobo Doll
Psychologist Albert Bandura conducted the famous Bobo doll experiment in 1961 to study observational learning and aggression. In the experiment, children observed an adult acting aggressively towards a Bobo doll (punching, kicking, hitting it with a hammer). Later, the children who observed this behavior exhibited more aggressive behavior towards the Bobo doll than children who did not observe this model. The experiment demonstrated that children learn social behaviors like aggression through observation. It provided evidence for Bandura's social learning theory, showing that children imitate and model the behaviors they observe in others.
Media effects debate
This document provides information about several media effects theories that should be researched: Cultivation Theory, Uses & Gratification Theory, Copycat Theory, Desensitization Theory, and Catharsis. It includes definitions and key points about each theory. For Cultivation Theory, it discusses how heavy media exposure can influence viewers' perceptions of reality. For Uses & Gratification Theory, it explains how people use media to fulfill cognitive, affective, personal identity, and other needs. The Copycat Theory suggests audiences may copy violent behaviors they see. Desensitization Theory proposes that repeated violent media exposure can make people less sensitive to violence. And Catharsis Theory argues that viewing violence can purge negative emotions.
Social cognitive theory by albert bandura
This document outlines Albert Bandura's social cognitive theory. Some key points include:
- Bandura viewed people as agents who can intentionally influence their own experiences through forethought, self-reactiveness, and self-reflectiveness.
- His famous Bobo doll experiment demonstrated that children can learn aggression through observation and imitation of models.
- Observational learning occurs through attention, retention, reproduction, and motivation processes. Factors like characteristics of the model, attributes of the observer, and consequences influence modeling.
- Bandura explored how aggression, inhumane behavior, moral disengagement, and self-efficacy impact social learning and behavior. He showed how social influences shape humans through observational learning.
Media theories
The document discusses three media theories:
1) The hypodermic needle model sees audiences as passive receivers of powerful media messages from institutions without question.
2) The gratification model emphasizes that audiences actively use media to fulfill needs like entertainment, social interaction, and escape from daily troubles.
3) Recent theories recognize that audiences now help create media through user-generated content and can determine outcomes, making the audience both producer and consumer of media.
Theory and Theorist For Media Studies A2
This is the theory revision I created for my A2 Media group a couple of years ago. There is some general narrative theory, Media theory Laura Mulvey etc and Racial Representation theory, Stuart Hall, Paul Gilroy, bell hooks etc. This was based on Media and Collective Identity focusing on the representation of black culture in British Film and American Music Videos.
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Audience
Abraham Maslow proposed a hierarchy of needs that suggests humans must fulfill lower level needs like physiological and safety needs before pursuing higher level needs like esteem. Media audiences seek to fulfill needs like esteem and socialization through activities like cinema-going or admiring on-screen behaviors. The uses and gratifications model views audiences as active in choosing media that provides gratification or useful information rather than passive receivers of media messages. Audiences can have dominant, negotiated, or oppositional readings of media texts depending on the extent to which their own experiences align with the producer's intended meaning.
Audience Theory Research
Audience theory research: hypodermic needle theory - bobo doll experiment, uses and gratifications, two step flow model.
Audience reception theories
The hypodermic needle theory suggests that audiences passively accept media messages like being injected with a needle. Albert Bandura's Bobo doll study found that children imitated aggressive behaviors they saw on video. The uses and gratifications model sees audiences as active, using media to fulfill needs like escapism, education, and pleasure. Reception theory proposes that media producers encode messages that audiences can decode as the dominant/preferred meaning, negotiate parts they disagree with, or oppositionally reject.
Audience
This document summarizes three main theories of how audiences interact with media:
1. The Effects Model sees audiences as passive and easily influenced by media messages.
2. The Uses and Gratifications Model views audiences as active, using media to meet personal needs like diversion or social comparison.
3. Reception Theory examines how audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
AUDIENCE THEORY
The document discusses several theories related to audiences and media studies:
1) Maslow's Hierarchy of Needs proposes that humans have physiological, safety, love, esteem, and self-actualization needs that must be met.
2) Passive audience theory suggests that media can directly "inject" ideas and beliefs into audiences who passively accept messages.
3) Cultivation theory argues that prolonged TV watching can shape viewers' perceptions of social reality through repetitive exposure to certain ideas.
4) Two-step flow theory posits that media messages pass from media to opinion leaders and then to the general public rather than directly to audiences.
Audience theory
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
Media audiences
1) Maslow's hierarchy of needs proposes that people must have their basic physiological and safety needs met before pursuing higher needs like belonging, esteem, and self-actualization. Early media theories viewed audiences as passive and easily influenced.
2) The hypodermic syringe model saw audiences as passive receivers of media messages. Cultivation theory also viewed audiences passively, suggesting repeated exposure shapes attitudes.
3) Later, more active audience theories emerged. Two-step flow theory and uses and gratifications propose audiences actively select media to fulfill needs, not passively accept messages. Reception analysis adds that personal experiences shape how media is interpreted.
Audince theory
This document discusses several theories for how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media influence, and cites an experiment showing media violence influencing children's behavior. It also covers cultural effects theory, reception theory which considers how audiences can understand and interpret messages differently, and uses and gratifications theory which positions audiences as actively using media to meet personal needs like identity, education, entertainment and social interaction.
Audincetheory 170328131453
This document discusses several theories about how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media messages, the uses and gratifications model which sees audiences as actively using media to fulfill needs and wants, and reception theory which examines how audiences can interpret media messages in different ways based on their own perspectives and experiences. Cultural effects theory also explores how media can shape societal values from both right-wing and left-wing viewpoints. The document provides examples and details of each theory.
Audience Theory
The document discusses several audience theories:
- The hierarchy of needs theory proposes that humans have physiological, safety, belonging, esteem, and self-actualization needs that must be met sequentially.
- The hypodermic needle theory views audiences as passive and vulnerable to media propaganda that directly "injects" beliefs and thoughts.
- Cultivation theory suggests that repeated exposure to certain media content can influence audiences' attitudes and behaviors over time, such as becoming desensitized to violence.
Media audiences xxx
The document discusses theories of media audiences from passive to active models. It begins by covering Abraham Maslow's Hierarchy of Needs model. It then discusses early passive audience theories like the Hypodermic Needle Theory which viewed audiences as powerless. Later sections explore more active models including Cultivation Theory, Two Step Flow Theory, Uses and Gratification Theory, and Reception Analysis which see audiences as interacting with media based on their own contexts. The document concludes by discussing interactive audiences and prosumers in new media environments.
Media Theory - Audience Representation Narrative Genre
1. Reception theory examines how audiences receive and make meaning from media texts. It emphasizes that meaning comes from the interaction between the text and the reader/viewer, not from the text itself.
2. David Morley applied reception theory to television with his Nationwide Project, which found that people from different social groups interpreted the same program differently based on their positions.
3. Uses and gratifications theory posits that audiences are active in choosing media to fulfill certain needs, such as escape, social interaction, identity, and information.
Audience theory
The document discusses Abraham Maslow's hierarchy of needs theory and how it can be applied to understanding consumer and brand motivations on social media platforms. It also provides an overview of Maslow's pyramid model, which places the most fundamental needs like breathing at the bottom and higher-level needs like self-actualization at the top. Additionally, it summarizes theories around passive and active audiences, including the hypodermic needle model and cultivation theory.
Theory overview
The document discusses several media and narrative theorists and how their theories can be applied to the film The Shining. It outlines Propp's character archetypes and shows how some of the characters in The Shining fit these archetypes. It also discusses how the narrative theories of Bordwell and Thompson, Levi-Strauss, Todorov, and Barthes can be applied to analyze elements like time, space, binary oppositions, narrative structure, and codes in The Shining. Applying narrative theory allows for a deeper understanding of the film's narrative elements and techniques.
Audience uses and gratifications theory
The Uses and Gratifications Theory suggests that audiences actively seek out specific media to fulfill needs, rather than media directly influencing audiences. It proposes that media use fulfills needs of identity, education, entertainment, and social interaction. While it provides insights, it has been criticized for ignoring media's unconscious influence and not holding media accountable for its content. The theory evolved over three stages from the 1940s by examining why audiences select certain media and connecting motivations to gratifications received.
Audience Theory
A2 Media Theory
Hypodermic Needle, Cultivation, Two-Step Flow, Uses and Gratification, Reception Analysis.
Audience Theory
The document discusses several theories related to how audiences interact with media:
1) The hypodermic theory from the 1930s suggests audiences passively receive information from media without challenge, but it fails to account for audience agency.
2) Bandura's Bobo doll experiment in 1961 found children were more likely to hit a doll after watching aggressive behavior, supporting the idea that media can influence behavior.
3) Uses and gratifications theory posits that audiences actively use media to fulfill needs like diversion, relationships, identity, and information, rather than being passive recipients.
Audience Theories
The hypodermic model or "magic bullet" theory from the 1930s-40s suggested that mass media has a direct and powerful effect on passive audiences. It claimed media could trigger direct responses by "injecting" designed messages. However, this theory may be subjective as some people are more influenced than others.
The cultivation theory from the 1960s proposed that excessive TV viewing over time can alter perceptions of reality by increasing beliefs in social realities portrayed on TV. Heavy viewers (over 4 hours daily) are more likely to shape their concept of reality from TV than light viewers.
The uses and gratification theory examines why audiences consume certain media by looking at psychological needs around surveillance, identity, relationships and escapism that
Hierarchy of needs
The document discusses several theories related to audiences and media effects:
1. Maslow's Hierarchy of Needs categorizes human motivations into five tiers ranging from basic physiological needs to self-actualization.
2. Early theories viewed audiences as passive and easily influenced, like the "hypodermic needle" theory. More recent views see audiences as active interpreters who make meaning based on their own experiences.
3. Cultivation theory suggests repeated exposure to media messages can influence perceptions of social reality over time. However, this effect has been challenged.
4. The two-step flow theory and active audience theory recognize the role of opinion leaders in spreading ideas to more passive audiences. Audiences also actively
Audience theories
There are three main theories of how audiences consume media texts: 1) The effects model views audiences as passive recipients of media messages, 2) The uses and gratifications model sees audiences as actively using media to fulfill needs and interests, and 3) The influence model recognizes that audiences are influenced by both media and opinion leaders in more subtle ways. Modern audiences now help create media through user-generated content and shape entertainment formats by voting, demonstrating the interactive relationship between audiences and media today.
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Media Theory - Audience Representation Narrative Genre
Media Theory - Audience Representation Narrative Genre
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Time out
Time Out was founded in 1968 by Tony Elliott, who produced the first edition in his mother's kitchen with 70 pounds. It has since spread across 67 cities in 37 countries as an international leader in its market. In 2012, Time Out magazine switched to free weekly publication on London's Underground and rail services, allowing it to reach a wider audience and target new markets. Key demographics for Time Out London include social adventurers aged 20-30 and cultural explorers aged 30-45.
Double page spread analysis
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Audience research methods
The document discusses different types of research methods for media production including primary, secondary, quantitative, and qualitative research. Primary research involves collecting original data for a specific purpose, while secondary research uses existing data. Quantitative research deals with measurable data expressed numerically, and qualitative research focuses on characteristics that cannot be measured. Conducting these various research methods can help gain a better understanding of audiences, their preferences, and characteristics to improve media production.
My documentary presentation
Maria Dikova's documentary will examine people's excessive time spent on digital devices. It will take the form of a series with multiple episodes, each exploring a different aspect of being online. The documentary will feature interviews with students, teachers, and other people from Maria's school, as well as random community members. They will discuss how much time they spend online, what they use the internet for, and whether they think it helps or hinders them. The goal is to compare perspectives between generations on both the benefits and drawbacks of digital technology.
Evaluation Question 4
The document discusses targeting audiences for a new media product. It notes that researching the target audience is vital for success. The creator knew their film would only appeal to certain age groups, like teenagers, so they made it a hybrid of thriller, horror and fantasy genres to attract a wider audience suitable for teens. Facebook ads and social media pages will be used to market specifically to the intended audience, primarily teenagers and possibly females.
Media evaluation question 5
My media product is an opening scene for the thriller film "Captured Soul" that aims to appeal to teenage audiences as the film is a mix of horror and fantasy genres. I received feedback from teenagers to understand how to best attract and maintain their interest as they are most likely to see the film. The feedback from vox pops on YouTube provided insight into the strengths and weaknesses of my synopsis and guidance on how to improve my work to engage the target teenage audience.
Media evaluation question 2
The document discusses the representation of social groups in a thriller media product. It focuses on the two main characters: a teenage girl and a supernatural creature. The girl is portrayed as weak, vulnerable, and crying to establish her as the victim, reflecting common stereotypes of teenage girls in thriller genres. She wears a prom dress to suggest she has a problem and highlight her femininity. The creature is portrayed as creepy, scary, and the antagonist through its music, movements, and black clothing. Overall, the document examines how gender is represented in a somewhat stereotypical way through the characters and conventions of the thriller genre.
Evaluation question 1
The document discusses how the author created an effective title sequence for their thriller film that sets up suspense and engages the audience. Key elements discussed include establishing the narrative and genre through shots of a crying girl in the woods; using close-ups, jump cuts and camera work to build tension; introducing the protagonist and antagonist; setting the scene through lighting, location and genre-appropriate title placement; and employing special effects and music to further create suspense. The sequence is analyzed frame-by-frame to convey how various cinematic techniques were employed to captivate viewers from the start.
Evaluation question 4
The document discusses determining the target audience for a media product. It notes that researching the target audience is vital for success as they provide feedback on likes and dislikes. The author aimed their film at teenagers by using a hybrid genre of thriller, horror and fantasy that could attract a wider younger audience. Research showed teenagers were most likely to see a thriller. Therefore, the author chose to advertise in a magazine for females aged 15-20 called "Teen Now" as they would be more likely to see the film than magazines with older audiences.
AS Media Evaluation Question 3
Fox Searchlight Pictures would be well suited to distribute the media product because it is known for distributing smaller budget films through its parent company Fox Entertainment Group, helping with financing. It focuses on thriller and horror genres and promotes its films through its YouTube channel, distributing successful movies such as Sideways, Juno, and Slumdog Millionaire.
Our title sequence idea
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Audience and media effects theories
- 1. AUDIENCE THEORIES Maria Dikova 1
- 2. MEDIA EFFECTS THEORIES Different theories see audience in different ways. Audience can be active or passive. 2
- 3. HYPODERMIC THEORY The hypodermic needle model or the ‘magic bullet’ model implies that the mass media has a direct and powerful effect on its audiences. Back in the days, mass media were perceived as powerful influence on behavior change, due to some factors like: the popularisation of radio and TV emergence of advertising It is a model of stating that an intended message is straightly received and wholly obtained by the receiver. It ‘injects’ the idea of something, reflecting on influencing the audience to do something, taka a specific action, regarding the topic. 3
- 4. BOBO DOLL EXPERIMENT The bobo doll experiment is the collective name of a few experiments conducted by Albert Bandura in 1961. It demonstrated that children are able to learn through observing adults’ behavior. More specifically, the experiment consisted of researchers who physically and verbally abused an inflatable doll in front of children, who later repeated the adults actions. 4
- 5. USES AND GRATIFICATIONS THEORY It originated in 1970s as a reaction to the mass communication research, as it focused on the active audience and user instead. The uses and gratification model tries to explain the uses and functions of the media for individuals, groups, society. There are 3 objectives in establishing uses and gratifications theory: i. To explain how individuals use mass media to gratify their needs ii. To discover underlying motives for individuals’ media use iii. To identify the positive and negative consequences 5
- 6. BLUMLER AND KATZ’S MODEL Blumler and Katz’s user and gratification theory suggests that an individual plays an active role in choosing and using the media, as they are goal orientated. It assumes that people use the media to fulfill specific needs. However, uses and gratifications points out that there exist alternate choices of satisfaction. 6 Maslow’s hierarchy of needs
- 7. PREFERRED READINGS THEORY The theorist that explores the preferred/ dominant readings theory is Stuart Hall. This model refers to the creators of various media texts that expect you to perceive them in a certain way. For instance, McDonalds Big Mac advertisement encourages feelings of hunger in the audience, therefore influencing their decision to buy one. However, the next time you pass by McDonalds you might choose to buy it, or you might not. The audience is still characterised as active, meaning that they will take conscious decisions. 7
- 8. The audience may reject the preferred reading, receiving their own alternative message. This is called an opposition reading. Negotiated reading is when audiences acknowledge the preferred reading, but modify it to suit their own values and opinions – a compromise. Stuart Hall has identified 3 different types of reading: Dominant – agrees with message from the TV programme Oppositional – understands the TV programme message but rejects it Negotiated – the viewer who agrees with the message in the TV programme but doesn’t agree with all of the ideas 8