Audience Investigation
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This document discusses audience investigation and theories related to how audiences interact with and interpret media texts. It defines audience and common ways of categorizing or grouping audiences. It then outlines several theories of audience including the hypodermic needle model, two-step flow theory, uses and gratifications theory, and reception theory. It concludes by explaining how some of these theories link specifically to understanding audiences of the horror genre.
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AS Media Research: Audience Theory
The document discusses several key concepts in audience theory, including target audiences, passive versus active audiences, and the work of media theorist David Morley. It defines how audiences can be categorized by gender, age, and social class. It also summarizes Morley's three ways audiences can interpret media texts: preferred reading, negotiated reading, and oppositional reading. Additionally, it outlines the hypodermic needle model of media effects and its assumption that audiences passively accept media messages. Finally, it covers uses and gratification theory and how people actively seek media to fulfill needs around personal identity, surveillance, entertainment, and personal relationships.
Audience theory
1) Audience theory examines how media producers construct target audiences and how audiences interpret messages.
2) David Morley identified three types of audience readings: dominant, negotiated, and oppositional.
3) Stuart Hall argued that audiences actively interpret meanings based on their own frameworks, rejecting the idea that media directly injects meanings.
4) Later theorists rejected effects models of passive audiences in favor of seeing audiences as active interpreters who pick and choose what to accept.
Audience theorists
This document summarizes several audience and media theories:
- Uses and Gratifications Theory examines how audiences actively seek media to fulfill needs like diversion, information, or social interaction.
- Jeremy Tunstall identified primary, secondary, and tertiary modes of audience engagement with media based on level of attention and multi-tasking.
- David Gauntlett discussed how media students are both producers and consumers ("prosumers") and challenged definitions of audiences and producers.
- Several theorists addressed moral panics about media effects, including Stanley Cohen, George Gerbner, and Martin Barker challenging assumptions of negative effects.
audience theory
The document discusses several audience theories:
- Uses and gratifications theory examines how audiences seek out media to fulfill needs like entertainment, information, social interaction, and identity.
- Reception theory by Stuart Hall looks at dominant, oppositional, and negotiated readings by audiences when decoding media.
- Cultivation theory suggests regular media exposure shapes attitudes and values over time.
- Two-step flow theory proposes opinion leaders influence public opinion after being influenced by mass media.
- Active audiences interact more deeply with media texts compared to passive audiences who simply accept content.
Audience Theory
The document discusses several theories about how audiences interact with and make meaning from media texts:
- The uses and gratifications model sees audiences as active in choosing media to fulfill personal needs like relationships, identity, and information.
- Reception theory argues audiences actively interpret media based on their own experiences and backgrounds, adopting dominant, oppositional, or negotiated readings.
- More recent theories recognize interactive audiences who both consume and produce media as prosumers through social media platforms.
Audience+theory
This document discusses various audience theories in media studies. It addresses two key questions around how influential media is and how it shapes audience perceptions of the world. It also discusses different types of media consumption and contrasts market-liberal and political economy perspectives on audience-producer relationships. Different audience theories are outlined, including hypodermic needle, two-step flow, uses and gratifications, and encoding/decoding models. The document also contrasts views of passive versus active audiences.
Audience investigation
The document discusses several theories of how audiences interact with and make sense of media texts:
- Uses and Gratification theory which suggests individuals choose media for purposes like entertainment, information, social relationships, and identity.
- Hypodermic Syringe Model which proposes that audiences passively absorb information without thought and are easily manipulated.
- Two Step Flow theory which argues information spreads from media to opinion leaders and then to less active associates.
- Reception Theory which finds that individuals' interpretations are shaped by their own circumstances and ideologies rather than just the text itself.
Audience theory
The Hypodermic Syringe Model suggests that media has a direct and powerful effect on passive audiences who absorb messages without resistance. However, critics argue this is outdated and more modern models like the Two Step Flow suggest media influence occurs through interpersonal connections rather than directly. It is also important to consider individual differences in how media effects audiences.
Recommended
AS Media Research: Audience Theory
The document discusses several key concepts in audience theory, including target audiences, passive versus active audiences, and the work of media theorist David Morley. It defines how audiences can be categorized by gender, age, and social class. It also summarizes Morley's three ways audiences can interpret media texts: preferred reading, negotiated reading, and oppositional reading. Additionally, it outlines the hypodermic needle model of media effects and its assumption that audiences passively accept media messages. Finally, it covers uses and gratification theory and how people actively seek media to fulfill needs around personal identity, surveillance, entertainment, and personal relationships.
Audience theory
1) Audience theory examines how media producers construct target audiences and how audiences interpret messages.
2) David Morley identified three types of audience readings: dominant, negotiated, and oppositional.
3) Stuart Hall argued that audiences actively interpret meanings based on their own frameworks, rejecting the idea that media directly injects meanings.
4) Later theorists rejected effects models of passive audiences in favor of seeing audiences as active interpreters who pick and choose what to accept.
Audience theorists
This document summarizes several audience and media theories:
- Uses and Gratifications Theory examines how audiences actively seek media to fulfill needs like diversion, information, or social interaction.
- Jeremy Tunstall identified primary, secondary, and tertiary modes of audience engagement with media based on level of attention and multi-tasking.
- David Gauntlett discussed how media students are both producers and consumers ("prosumers") and challenged definitions of audiences and producers.
- Several theorists addressed moral panics about media effects, including Stanley Cohen, George Gerbner, and Martin Barker challenging assumptions of negative effects.
audience theory
The document discusses several audience theories:
- Uses and gratifications theory examines how audiences seek out media to fulfill needs like entertainment, information, social interaction, and identity.
- Reception theory by Stuart Hall looks at dominant, oppositional, and negotiated readings by audiences when decoding media.
- Cultivation theory suggests regular media exposure shapes attitudes and values over time.
- Two-step flow theory proposes opinion leaders influence public opinion after being influenced by mass media.
- Active audiences interact more deeply with media texts compared to passive audiences who simply accept content.
Audience Theory
The document discusses several theories about how audiences interact with and make meaning from media texts:
- The uses and gratifications model sees audiences as active in choosing media to fulfill personal needs like relationships, identity, and information.
- Reception theory argues audiences actively interpret media based on their own experiences and backgrounds, adopting dominant, oppositional, or negotiated readings.
- More recent theories recognize interactive audiences who both consume and produce media as prosumers through social media platforms.
Audience+theory
This document discusses various audience theories in media studies. It addresses two key questions around how influential media is and how it shapes audience perceptions of the world. It also discusses different types of media consumption and contrasts market-liberal and political economy perspectives on audience-producer relationships. Different audience theories are outlined, including hypodermic needle, two-step flow, uses and gratifications, and encoding/decoding models. The document also contrasts views of passive versus active audiences.
Audience investigation
The document discusses several theories of how audiences interact with and make sense of media texts:
- Uses and Gratification theory which suggests individuals choose media for purposes like entertainment, information, social relationships, and identity.
- Hypodermic Syringe Model which proposes that audiences passively absorb information without thought and are easily manipulated.
- Two Step Flow theory which argues information spreads from media to opinion leaders and then to less active associates.
- Reception Theory which finds that individuals' interpretations are shaped by their own circumstances and ideologies rather than just the text itself.
Audience theory
The Hypodermic Syringe Model suggests that media has a direct and powerful effect on passive audiences who absorb messages without resistance. However, critics argue this is outdated and more modern models like the Two Step Flow suggest media influence occurs through interpersonal connections rather than directly. It is also important to consider individual differences in how media effects audiences.
Audience theory
This document discusses several audience and media theories:
- Uses and Gratifications Theory proposes that media consumers choose texts to fulfill needs like being informed, relating to characters, entertainment, social interaction, and escapism.
- Maslow's Hierarchy of Needs suggests media can help fulfill needs of love/belonging and esteem by connecting people and boosting self-esteem through fan communities.
- The Hypodermic Needle Theory viewed audiences as passive recipients of direct media messages aimed at triggering expected responses.
- Marxist Theory sees media as propagating the ideologies of the bourgeoisie class. Stuart Hall argued audiences decode texts in negotiated or oppositional ways rather than purely accepting dominant ideologies. Plural
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.
Reception Theory
This document discusses the history and development of reception theory. It covers early uses of reception theory from the 1970s-1990s to analyze media content, the expansion of the theory beyond text to include semiotics and the understanding that environmental context influences reception. More recent developments mentioned include incorporating neuroscience findings and how reception models have been used to understand celebrity reception. The meaning derived from media depends on the relationship between the text and the reader's own background and experiences.
How do audiences read media texts
The document discusses different theories around how audiences engage with media texts:
1) Early theories viewed audiences as passive, believing all messages without thinking critically (the "hypodermic needle" effect). This underestimated audiences' abilities.
2) Stuart Hall's encoding/decoding model sees the audience as active - they make their own interpretations depending on factors like identity and opinions. Texts have no set meaning.
3) Reception theory focuses on the audience role in interpreting texts. Hall identified preferred, negotiated, and oppositional readings audiences can have.
4) Later theories see audiences as even more active, selectively engaging with media and picking aspects to incorporate into their identities (the "pick and mix"
Users and gratification
Uses and Gratifications Theory (UGT) posits that audience members actively seek out specific media to meet personal needs. It identifies five main needs that drive media selection: cognitive needs for knowledge, affective needs for emotions, personal integrative needs for identity, social integrative needs for social interaction, and tension-free needs for escape. UGT assumes that audiences are goal-oriented in their media diets and that different media compete to fulfill various needs. It has been criticized for relying too heavily on surveys and neglecting broader social influences.
Prompt 4
The document discusses how human identity is increasingly "mediated" or shaped by media influences. It covers theories about how audiences both reflect and shape their identities based on media representations. While the media can influence identities through representations that get embedded in popular culture, audiences also actively interpret media texts and use media as tools to navigate and construct their own identities.
Audience investigation
This document discusses several theories of audience analysis:
- The target audience refers to the intended recipients of a media text, defined by demographics and psychographics.
- Uses and gratifications theory examines why audiences consume certain media, such as for entertainment, social relationships, identity, or information.
- Two-step flow theory suggests information spreads from media to opinion leaders and then to less active associates.
- The hypodermic needle model views audiences as passive recipients vulnerable to manipulation by media producers.
- Reception theory holds that individuals interpret media differently based on their own experiences and ideologies.
- These theories can help explain why audiences enjoy horror films, as a safe way to experience violence and share emotions.
Reception theory
Reception Theory proposes that audiences are active interpreters of media texts rather than passive consumers, interpreting texts based on their personal experiences and characteristics. It was developed by cultural theorist Stuart Hall, who argued that meaning comes from the relationship between text and reader, not from the text itself. He introduced the concepts of encoding, where producers aim to create a preferred meaning, and decoding, where audiences make their own interpretations.
Prompt 3 no.2
The document discusses several theories related to collective identity and audience reception of media. It addresses how media representations of young people as threats to society can influence audience perceptions and the construction of social identities. Theories discussed include copy cat behavior, encoding/decoding theory, social identity theory, and how passive consumption of negative media portrayals can widen gaps between social groups.
Uses and Gratifications
The uses and gratifications theory focuses on why people choose specific media to meet their needs and desires, rather than focusing on the content of the media itself. The theory proposes that audiences are active in selecting media to fulfill goals like information seeking, entertainment, social interaction, and identity building. Researchers have studied common reasons for media use and categorized motivations in an effort to better understand how audiences gratify their needs through media consumption.
Uses and graftication theory
Uses and Gratification Theory proposes that people actively seek out media to meet specific needs or gratifications. Katz, Blumler, and Gurevitch developed the model in 1974, identifying four needs media can fulfill: diversion, personal relationships, personal identity, and surveillance. People may listen to music for these gratifications, such as upbeat songs when happy or emotional songs when angry. However, the theory relies on self-reports and focuses only on consumers.
Audience Consumption Theories - Sarah Holmes
The document discusses theories about how audiences consume media content, including both passive and active theories. The hypodermic needle theory views audiences as passive, believing media content directly influences them like an injection. In contrast, uses and gratifications theory sees audiences as active, selectively choosing media to fulfill needs like cognitive, affective, and social integration. Water cooler television provides examples of how soap opera plots can fulfill these needs and provide material for social discussion.
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.
Uses and graftication theory
Uses and Gratification Theory proposes that people actively seek out media to meet specific needs or gratifications. Katz, Blumler, and Gurevitch developed the model in 1974, identifying five components: that audiences are active, take initiative in linking media to gratification, media competes with other sources of satisfaction, gratifications can be derived from audience members, and value judgments should be suspended to explore audience orientations. The theory suggests people use media like music for diversion, social interaction, identity, and information gathering.
Audience Theory
This document discusses theories about how media audiences are influenced. It describes the "hypodermic needle" or "effects" model, which suggests the media directly influences audiences like a syringe injecting ideas. It also discusses the cultivation theory, which is that repeated media exposure shapes audiences' views of social reality over time. The document notes criticisms of theories that portray audiences as passive masses, pointing instead to more active audience interpretations and the two-step flow of influence through opinion leaders. It suggests modern versions look at how moral panics can emerge from media coverage. Overall, the document examines debates around the power and passiveness of audiences in relation to media effects and influence.
Hall encoding and decoding
This document discusses key concepts about audience in media, including different audience types and theoretical approaches to understanding the audience-media relationship. It outlines effects theory, which views audiences as passive receivers, and reception theory, which sees audiences as active interpreters. The document focuses on Stuart Hall's encoding-decoding model, explaining that media producers encode meanings but audiences can decode meanings in preferred, negotiated, or oppositional ways based on their own experiences and perspectives.
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
Audience
The document discusses audience theory and how media producers construct imagined audiences to inform their media products. It addresses the debate around passive versus active audiences and different theories on how audiences consume and make meaning from media texts. The key points are:
1) Producers must define their target audience in terms of demographics, identity factors, and how the audience will use and find meaning in the product.
2) Audiences can be passive and directly influenced by media messages or active interpreters who bring their own perspectives.
3) When creating media, producers should consider audience research and feedback to better understand and appeal to their target audience.
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.
Other Theories
Stuart Hall: Encoding/Decoding and Reception Theory
Antonio Gramsci: Cultural Hegemony
Magic Bullet/Hypodermic Syringe Model
Active Audience: Uses and Gratification
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Hepatitis C is a virus that attacks the liver and often shows no symptoms. It is transmitted through infected blood, such as from shared needles or unsafe medical procedures before 1992. Those at highest risk include people who inject drugs or received infected blood transfusions. Screening is recommended for high-risk patients to determine infection status and severity of liver damage. Treatment involves antiviral medications intended to clear the virus, which may require multiple rounds and can cause side effects. For severe liver damage, transplantation may be necessary but the infection can recur.
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Audience theory
This document discusses several audience and media theories:
- Uses and Gratifications Theory proposes that media consumers choose texts to fulfill needs like being informed, relating to characters, entertainment, social interaction, and escapism.
- Maslow's Hierarchy of Needs suggests media can help fulfill needs of love/belonging and esteem by connecting people and boosting self-esteem through fan communities.
- The Hypodermic Needle Theory viewed audiences as passive recipients of direct media messages aimed at triggering expected responses.
- Marxist Theory sees media as propagating the ideologies of the bourgeoisie class. Stuart Hall argued audiences decode texts in negotiated or oppositional ways rather than purely accepting dominant ideologies. Plural
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.
Reception Theory
This document discusses the history and development of reception theory. It covers early uses of reception theory from the 1970s-1990s to analyze media content, the expansion of the theory beyond text to include semiotics and the understanding that environmental context influences reception. More recent developments mentioned include incorporating neuroscience findings and how reception models have been used to understand celebrity reception. The meaning derived from media depends on the relationship between the text and the reader's own background and experiences.
How do audiences read media texts
The document discusses different theories around how audiences engage with media texts:
1) Early theories viewed audiences as passive, believing all messages without thinking critically (the "hypodermic needle" effect). This underestimated audiences' abilities.
2) Stuart Hall's encoding/decoding model sees the audience as active - they make their own interpretations depending on factors like identity and opinions. Texts have no set meaning.
3) Reception theory focuses on the audience role in interpreting texts. Hall identified preferred, negotiated, and oppositional readings audiences can have.
4) Later theories see audiences as even more active, selectively engaging with media and picking aspects to incorporate into their identities (the "pick and mix"
Users and gratification
Uses and Gratifications Theory (UGT) posits that audience members actively seek out specific media to meet personal needs. It identifies five main needs that drive media selection: cognitive needs for knowledge, affective needs for emotions, personal integrative needs for identity, social integrative needs for social interaction, and tension-free needs for escape. UGT assumes that audiences are goal-oriented in their media diets and that different media compete to fulfill various needs. It has been criticized for relying too heavily on surveys and neglecting broader social influences.
Prompt 4
The document discusses how human identity is increasingly "mediated" or shaped by media influences. It covers theories about how audiences both reflect and shape their identities based on media representations. While the media can influence identities through representations that get embedded in popular culture, audiences also actively interpret media texts and use media as tools to navigate and construct their own identities.
Audience investigation
This document discusses several theories of audience analysis:
- The target audience refers to the intended recipients of a media text, defined by demographics and psychographics.
- Uses and gratifications theory examines why audiences consume certain media, such as for entertainment, social relationships, identity, or information.
- Two-step flow theory suggests information spreads from media to opinion leaders and then to less active associates.
- The hypodermic needle model views audiences as passive recipients vulnerable to manipulation by media producers.
- Reception theory holds that individuals interpret media differently based on their own experiences and ideologies.
- These theories can help explain why audiences enjoy horror films, as a safe way to experience violence and share emotions.
Reception theory
Reception Theory proposes that audiences are active interpreters of media texts rather than passive consumers, interpreting texts based on their personal experiences and characteristics. It was developed by cultural theorist Stuart Hall, who argued that meaning comes from the relationship between text and reader, not from the text itself. He introduced the concepts of encoding, where producers aim to create a preferred meaning, and decoding, where audiences make their own interpretations.
Prompt 3 no.2
The document discusses several theories related to collective identity and audience reception of media. It addresses how media representations of young people as threats to society can influence audience perceptions and the construction of social identities. Theories discussed include copy cat behavior, encoding/decoding theory, social identity theory, and how passive consumption of negative media portrayals can widen gaps between social groups.
Uses and Gratifications
The uses and gratifications theory focuses on why people choose specific media to meet their needs and desires, rather than focusing on the content of the media itself. The theory proposes that audiences are active in selecting media to fulfill goals like information seeking, entertainment, social interaction, and identity building. Researchers have studied common reasons for media use and categorized motivations in an effort to better understand how audiences gratify their needs through media consumption.
Uses and graftication theory
Uses and Gratification Theory proposes that people actively seek out media to meet specific needs or gratifications. Katz, Blumler, and Gurevitch developed the model in 1974, identifying four needs media can fulfill: diversion, personal relationships, personal identity, and surveillance. People may listen to music for these gratifications, such as upbeat songs when happy or emotional songs when angry. However, the theory relies on self-reports and focuses only on consumers.
Audience Consumption Theories - Sarah Holmes
The document discusses theories about how audiences consume media content, including both passive and active theories. The hypodermic needle theory views audiences as passive, believing media content directly influences them like an injection. In contrast, uses and gratifications theory sees audiences as active, selectively choosing media to fulfill needs like cognitive, affective, and social integration. Water cooler television provides examples of how soap opera plots can fulfill these needs and provide material for social discussion.
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.
Uses and graftication theory
Uses and Gratification Theory proposes that people actively seek out media to meet specific needs or gratifications. Katz, Blumler, and Gurevitch developed the model in 1974, identifying five components: that audiences are active, take initiative in linking media to gratification, media competes with other sources of satisfaction, gratifications can be derived from audience members, and value judgments should be suspended to explore audience orientations. The theory suggests people use media like music for diversion, social interaction, identity, and information gathering.
Audience Theory
This document discusses theories about how media audiences are influenced. It describes the "hypodermic needle" or "effects" model, which suggests the media directly influences audiences like a syringe injecting ideas. It also discusses the cultivation theory, which is that repeated media exposure shapes audiences' views of social reality over time. The document notes criticisms of theories that portray audiences as passive masses, pointing instead to more active audience interpretations and the two-step flow of influence through opinion leaders. It suggests modern versions look at how moral panics can emerge from media coverage. Overall, the document examines debates around the power and passiveness of audiences in relation to media effects and influence.
Hall encoding and decoding
This document discusses key concepts about audience in media, including different audience types and theoretical approaches to understanding the audience-media relationship. It outlines effects theory, which views audiences as passive receivers, and reception theory, which sees audiences as active interpreters. The document focuses on Stuart Hall's encoding-decoding model, explaining that media producers encode meanings but audiences can decode meanings in preferred, negotiated, or oppositional ways based on their own experiences and perspectives.
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
Audience
The document discusses audience theory and how media producers construct imagined audiences to inform their media products. It addresses the debate around passive versus active audiences and different theories on how audiences consume and make meaning from media texts. The key points are:
1) Producers must define their target audience in terms of demographics, identity factors, and how the audience will use and find meaning in the product.
2) Audiences can be passive and directly influenced by media messages or active interpreters who bring their own perspectives.
3) When creating media, producers should consider audience research and feedback to better understand and appeal to their target audience.
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.
Other Theories
Stuart Hall: Encoding/Decoding and Reception Theory
Antonio Gramsci: Cultural Hegemony
Magic Bullet/Hypodermic Syringe Model
Active Audience: Uses and Gratification
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Propionibacterium are anaerobic, gram-positive bacteria commonly found on human skin. P. acnes was originally classified as Corynebacterium acnes but was reclassified based on its metabolic properties. P. shermanii is used in cheesemaking and produces carbon dioxide as a byproduct, leading to the characteristic holes in Swiss cheese. P. acnes normally colonizes the skin during teenage years and contributes to acne by growing in hair follicles and releasing inflammatory factors. Treatment of acne caused by P. acnes involves topical or oral antibiotics, retinoids, and other drugs that target different stages of acne lesion development.
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This document discusses audience theory and how it relates to the horror genre. It defines audience as the people media texts are aimed at and who consume them. It describes key audience demographics and psychographics. It then outlines several audience theories: the hypodermic needle theory suggests passive acceptance of media messages; two-step flow suggests information is filtered through opinion leaders; and reception theory focuses on varied audience interpretations based on background. Finally, it discusses how the uses and gratifications theory explains different audience motivations for consuming media texts, such as identity, diversion, education, and entertainment. It concludes by relating each theory to how audiences engage with the horror genre.
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This document provides an overview of key media concepts related to audience, institutions, representation, language, codes and conventions, and narrative theory. It defines audience as the recipients of a media text and discusses several theories of how audiences interact with media, such as the hypodermic needle theory. It also defines institutions as organizations that produce and distribute media, and representation as the ideas and identities constructed in media texts. The document then examines media language and various codes and conventions used in different genres. Finally, it summarizes several narrative theories including those proposed by Propp, Todorov, and others.
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The document discusses media audience theory, focusing on concepts like the hypodermic needle model, uses and gratifications theory, and reception theory. It provides details on each concept, including critiques of the hypodermic needle model which sees audiences as passive, and examples of how uses and gratifications theory and reception theory see audiences as more active in making meaning. It also discusses audience segmentation models and provides quotes related to understanding audiences and conducting audience research.
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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 theories
This document discusses theories around media audiences. It covers:
- Target audiences and how producers try to create audiences
- Dominant, negotiated, and oppositional readings that audiences can have
- That meaning comes from the interaction between text and audience, not the text alone
- Factors like class, gender, experience that influence audience interpretation
- Criticisms of early effects models that saw audiences as passive and directly influenced
- Later views that audiences are active, interpret media selectively, and have their own power
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This document discusses various theories related to how audiences consume and interpret media. It begins by defining passive and active consumption, then discusses several theories: the hypodermic needle model which suggests media immediately affects audiences; uses and gratifications theory which focuses on why audiences consume certain media; reception theory which proposes that meaning can be encoded differently; and spectatorship which notes personal experiences influence responses. It also covers frameworks for interpreting media differently based on attributes. Overall the document analyzes the complex relationship between audiences and media from several theoretical perspectives.
Audience theories
This document discusses several theories about how audiences engage with media texts:
1. Active/passive audience theories which describe audiences that actively or passively engage with media messages.
2. Uses and gratifications theory which suggests audiences seek out media to fulfill needs like companionship, identity, and diversion.
3. Encoding/decoding theory which says audiences can read texts differently from intended meanings.
4. Pick and mix theory argues audiences selectively engage with parts of texts based on their own lives.
5. Two-step flow theory suggests opinions of friends/leaders, not just media, influence audience responses.
Audience
Audiences are defined as individuals or groups that consume media texts. They are important because without audiences, media organizations would not make a profit. Media texts are constructed with specific audiences in mind. There are different theories about how audiences interact with and are influenced by media, such as the uses and gratifications theory which posits that audiences are active in choosing media to fulfill needs like identity, information, entertainment, and social interaction. Reception theory also recognizes that audiences decode media messages in different ways than intended by producers.
Audience Theory
The document discusses several theories about how audiences interact with and are influenced by media texts:
1. The Media Effects Model views audiences as passive and easily influenced by media messages. It suggests media has direct negative effects on audiences.
2. Uses and Gratifications Theory sees audiences as active and using media to fulfill personal needs like entertainment, social interaction, and identity formation. It posits audiences selectively consume media.
3. Cultivation Theory argues that over time, heavy media consumption shapes audiences' views of social reality to reflect what they see in media more than objective conditions.
Audience Theory
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
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This document provides an overview of audience theory, including both "effects" models that consider how media impacts audiences, and different types of audience members (passive vs. active). It discusses the "preferred reading" theory, where media producers promote a particular interpretation that most audiences accept. The cultural effects model is explained, viewing audiences as passive recipients of ideological messages from media owners that gradually influence society over time. Key theories covered include the hypodermic syringe model, two-step flow, uses and gratifications, and cultivation theory.
Preliminary Tasks Planning - Mrs. Turner
This document provides an overview of audience theory, including both "effects" models that consider how media impacts audiences, and different types of audience members (passive vs. active). It discusses the "preferred reading" theory, where media producers promote a particular interpretation that most audiences accept. The cultural effects model is explained, seeing audiences as passive recipients of ideological messages from media owners over long periods, gradually influencing societal norms and values. Key theories covered include the hypodermic syringe model of direct media effects and cultivation theory involving television's influence through repeated messages like promoting a "mean world."
Audience
The document discusses theories about how media texts target audiences and how audiences interact with media. It describes several theories:
1. Target audience theory which holds that media producers identify an intended audience during planning and design media texts to appeal to that audience.
2. Uses and gratifications theory which suggests that audiences are active and choose media to fulfill needs like information, entertainment, social interaction rather than being passively influenced.
3. Hypodermic syringe/mass audience theory which argues media directly influences passive audiences like ideas being injected, but this view is now seen as too simplistic.
Audience investigation
This document discusses audience investigation and several theories related to understanding audiences. It defines what an audience is and explains that audiences are defined by demographics like age and income, as well as psychographics like interests and beliefs. It then summarizes Sigmund Freud's theory of the uncanny, which proposes that cognitive dissonance occurs when something is both familiar and unfamiliar. Next, it discusses Laura Mulvey's feminist theory of sadistic voyeurism as it relates to the horror genre. Finally, it provides an overview of Stuart Hall's encoding/decoding model of how audiences receive and interpret media texts based on their social positions and preferred, negotiated, or oppositional readings.
Audience research
This document summarizes several theories about how audiences interact with and are influenced by media:
1) The Hypodermic Needle Theory suggests that media can directly influence audience opinions and feelings if presented in a certain way using imagery and context.
2) Uses and Gratifications Theory explains that audiences use media for different purposes like diversion, social interaction, identity exploration, and information gathering.
3) Cultivation Theory proposes that prolonged exposure to certain media portrayals can desensitize audiences or influence their perceptions over time. However, this theory is difficult to prove conclusively.
4) Two Step Flow Theory describes how audiences form opinions through interpersonal communication after initial exposure to media messages.
Audience Theory Research
This document summarizes several theories about how audiences interact with and are influenced by media:
1) The Hypodermic Needle Theory suggests that media can directly influence audience opinions and feelings if presented in a certain way using imagery and context.
2) Uses and Gratifications Theory explains that audiences use media for different purposes like diversion, social interaction, identity exploration, and information gathering.
3) Cultivation Theory proposes that prolonged exposure to certain media portrayals can desensitize audiences or influence their perceptions over time. However, this theory is difficult to prove conclusively.
4) Two Step Flow Theory describes how audiences form opinions through interpersonal communication after initial exposure to media messages.
Audience research
This document summarizes several theories about how audiences interact with and are influenced by media:
1) The Hypodermic Needle Theory suggests that media can directly influence audience opinions and feelings if presented in a certain way using imagery and context.
2) Uses and Gratifications Theory explains why audiences consume certain media to fulfill needs like diversion, social interaction, identity exploration, and information gathering.
3) Cultivation Theory proposes that heavy, long-term exposure to certain media portrayals can influence audiences' beliefs about social reality. However, it is difficult to prove this effect on individuals.
4) Two Step Flow Theory describes how media messages are filtered through opinion leaders in social groups before reaching a
Audience Theory
A2 Media Theory
Hypodermic Needle, Cultivation, Two-Step Flow, Uses and Gratification, Reception Analysis.
Media Audiences
The document summarizes several theories related to media audiences:
- Maslow's hierarchy of needs proposes that basic physiological needs must be met before higher-level needs.
- Passive audience theory suggests audiences directly receive media messages and are influenced without response.
- The hypodermic needle model views audiences as directly and powerfully impacted by media like advertisements.
- Cultivation theory examines television's long-term influence on viewers' perspectives without their awareness.
- The two-step flow theory proposes opinions spread from media to opinion leaders and then to others.
- Active audience and reader response theories see audiences as interpreting media based on their own experiences.
- Uses and gratifications model focuses on what audiences do with
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Early Life and Backgrounds
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Winfrey's journey to success began with a scholarship to Tennessee State University. where she studied communication. Her first job in media was as a co-anchor for the local evening news in Nashville. This role paved the way for her eventual transition to talk show hosting. where she found her true calling.
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Audience Investigation
- 1. AUDIENCE INVESTIGATION Charlotte Joyce
- 2. WHAT IS AUDIENCE? • Audience are the people media texts is aimed at and the people who consume texts. • They can be grouped into demographics and psychographics; Psychographics Demographics • age • hobbies/tastes • gender • interests • race • spending power • national Identity • education/ability • socioeconomic group
- 3. AUDIENCE THEORIES Hypodermic Needle Model Theory • This theory suggests that audience passively accepts the message “injected” into them by the mass media. This model suggests that there is a direct link between the violent behaviour shown in media texts and anti-sociable and violent behaviour in real life. Two-Step Flow • This theory suggests that the information does not flow directly from the text into the minds of its audience unmediated but is filtered through „opinion leaders‟ who then communicate it to their less active associates, over whom they have influence. The audience then mediate the information received directly from the media with the ideas and thoughts expressed by the opinion leaders, thus being influenced not by a direct process, but by a two step flow. This diminishes the power of the media in the eyes of researchers, and caused them to conclude that social factors were also important in the way in which audiences interpreted texts.
- 4. AUDIENCE THEORIES The Uses and Gratifications Theory • BULMER and KATZ came up with the theory that audience use media texts for different purposes; 1. PERSONAL IDENTITY – finding yourself reflected in texts. 2. DIVERSION – escape from everyday life 3. EDUCATION – to gain useful knowledge and to understanding or information from a text 4. SURVAILLANCE – to gain information which can be useful to everyday life. 5. ENTERTAINMENT – to enjoy the media text 6. SOCIAL INTERACTION – the idea that a media text forms some kind of conversation or debate between people.
- 5. AUDIENCE THEORIES Reception Theory • This is an approach to textual analysis focused on the scope for "negotiation" and "opposition" on the part of the audience. This means that a "text"—be it a book, movie, or other creative work—is not simply passively accepted by the audience, but that the reader / viewer interprets the meanings of the text based on their individual cultural background and life experiences. In essence, the meaning of a text is not inherent within the text itself, but is created within the relationship between the text and the reader.
- 6. WHAT THEORIES LINK TO THE HORROR GENRE? • The Hypodermic Needle Model Theory links to the horror genre because some horror movies because when audiences watch horror films they can immediately accept the message given and sometimes even be influenced by the ideas seen in the film. • The Two-Step flow also links to the horror genre because if a horror movie has been reviewed badly, but is actually a very good film. It could put audiences off watching it because they may trust the review and perceive the view as bad and not worth watching. • The Uses and Gratification Theory also links with the horror genre because different audiences watch horror films for different purposes eg. Entertainment and diversion. • The Reception Theory also links to the horror genre as some film companies may create a film and believe its of the horror genre where as others may watch it and believe it‟s a different genre like a thriller it depends on how the audience interpret the codes and conventions.