Audience Investigation
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An audience is a group of people who experience some form of art or media. There are different theories about how audiences interact with and are influenced by media. The hypodermic syringe model from the 1920s suggests audiences passively accept dominant ideologies from media texts. The two-step flow theory challenges this, proposing information spreads from opinion leaders to their associates. Uses and gratification theory posits media serves functions for individuals like diversion or relationships. When analyzing horror genres, the hypodermic syringe model could link viewing to encouraging violence, though reception theory notes interpretation depends on an individual's demographics and psychographics.
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Audience Investigation
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.
MAC201 Encoding decoding lecture
Stuart Hall's Encoding/Decoding model of communication analyzed how media producers encode ideological messages and how audiences can decode them in dominant, negotiated, or oppositional ways. David Morley applied this to a study of the British TV show Nationwide, finding that audience interpretations varied based on social factors like class. This challenged effects models and argued audiences are active meaning-makers influenced by context rather than passive receivers of fixed meanings. The model shifted focus to the relationship between texts and audiences within broader social and cultural structures.
Audience investigation
This document discusses several theories of audiences and media consumption, including uses and gratification theory, the hypodermic syringe model, two-step flow theory, and theories by Mulvey, Hall, and others. Uses and gratification theory proposes that audiences use media to fulfill certain needs like entertainment, social connection, identity, and information. The hypodermic syringe model suggests media automatically influences audiences without thought. Two-step flow theory found opinions are filtered through opinion leaders first. Mulvey's male gaze theory notes audiences view through a heterosexual male perspective. Hall believed audiences interpret media based on their own ideologies. The theories can be applied to understanding horror genre audiences.
Representation [RE UPLOAD]
The document discusses the concept of representation in media. It states that representation helps audiences make sense of the world in particular ways by constructing meanings about people, situations, ideas and values. Representations become familiar through constant reuse and come to feel natural. While representations may seem transparent, they are actually constructed selectively. Theories of representation discussed include those of Laura Mulvey on media positioning the audience as male, and Antonio Gramsci on hegemony and the projection of dominant ways of seeing the world.
Hysteria in the Hunting Ground--A Symbolic Difference Analysis of Mainstream ...
This document analyzes how mainstream media discussions of trigger warnings in college classes rhetorically feminize trigger warning activists through the lens of symbolic difference feminism. It argues that media portrayals position the call for trigger warnings, which are designed to protect collegiate women from trauma, as simply "not-man", denying agency to students, women, and survivors. By framing advocates as emotionally overreactive and in need of coddling, media discussions obscure experiential and emotional differences and marginalize feminist voices.
Audience
Audiences are important to consider when analyzing media as all media texts are constructed with certain audiences in mind. However, audiences are also sometimes constructed by the media itself. There are different theories about how audiences interact with and are influenced by media. One influential theory, known as hypodermic model, suggests media can strongly influence audiences, as demonstrated by a 1938 radio broadcast about a Martian invasion that caused widespread panic. Other theories consider whether media primarily upholds the status quo or has more negative cultural effects on audiences. Stuart Hall's theory proposes that audiences are active and may decode media messages differently depending on their own perspectives and experiences.
Spiral of Silence
This document provides an overview of Elisabeth Noelle-Neumann's Spiral of Silence theory. The theory posits that people are less likely to express minority views due to fear of isolation. It suggests the media plays a role in shaping public opinion and silencing minority views. However, committed activists or "hard cores" can shift public opinion over time by sustained advocacy. The document outlines the key concepts of the theory including the role of the media and assessments of public opinion.
Collective identity
Collective identity refers to an individual's sense of belonging to a group, which becomes part of their personal identity. The document discusses concepts like syncretism, post-modernism, representation and mediation as they relate to collective identity and black Britain. Representation is important as the media often portrays young black people in a negative stereotypical way, while mediation techniques can help improve dialogue between groups.
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Audience Investigation
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.
MAC201 Encoding decoding lecture
Stuart Hall's Encoding/Decoding model of communication analyzed how media producers encode ideological messages and how audiences can decode them in dominant, negotiated, or oppositional ways. David Morley applied this to a study of the British TV show Nationwide, finding that audience interpretations varied based on social factors like class. This challenged effects models and argued audiences are active meaning-makers influenced by context rather than passive receivers of fixed meanings. The model shifted focus to the relationship between texts and audiences within broader social and cultural structures.
Audience investigation
This document discusses several theories of audiences and media consumption, including uses and gratification theory, the hypodermic syringe model, two-step flow theory, and theories by Mulvey, Hall, and others. Uses and gratification theory proposes that audiences use media to fulfill certain needs like entertainment, social connection, identity, and information. The hypodermic syringe model suggests media automatically influences audiences without thought. Two-step flow theory found opinions are filtered through opinion leaders first. Mulvey's male gaze theory notes audiences view through a heterosexual male perspective. Hall believed audiences interpret media based on their own ideologies. The theories can be applied to understanding horror genre audiences.
Representation [RE UPLOAD]
The document discusses the concept of representation in media. It states that representation helps audiences make sense of the world in particular ways by constructing meanings about people, situations, ideas and values. Representations become familiar through constant reuse and come to feel natural. While representations may seem transparent, they are actually constructed selectively. Theories of representation discussed include those of Laura Mulvey on media positioning the audience as male, and Antonio Gramsci on hegemony and the projection of dominant ways of seeing the world.
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Audience
Audiences are important to consider when analyzing media as all media texts are constructed with certain audiences in mind. However, audiences are also sometimes constructed by the media itself. There are different theories about how audiences interact with and are influenced by media. One influential theory, known as hypodermic model, suggests media can strongly influence audiences, as demonstrated by a 1938 radio broadcast about a Martian invasion that caused widespread panic. Other theories consider whether media primarily upholds the status quo or has more negative cultural effects on audiences. Stuart Hall's theory proposes that audiences are active and may decode media messages differently depending on their own perspectives and experiences.
Spiral of Silence
This document provides an overview of Elisabeth Noelle-Neumann's Spiral of Silence theory. The theory posits that people are less likely to express minority views due to fear of isolation. It suggests the media plays a role in shaping public opinion and silencing minority views. However, committed activists or "hard cores" can shift public opinion over time by sustained advocacy. The document outlines the key concepts of the theory including the role of the media and assessments of public opinion.
Collective identity
Collective identity refers to an individual's sense of belonging to a group, which becomes part of their personal identity. The document discusses concepts like syncretism, post-modernism, representation and mediation as they relate to collective identity and black Britain. Representation is important as the media often portrays young black people in a negative stereotypical way, while mediation techniques can help improve dialogue between groups.
Encoding decoding by Hall
Stuart Hall was a prominent British sociologist and theorist known for his work on multiculturalism, identity, and media studies. His influential writing emphasized that audiences decode media messages differently based on their backgrounds and experiences. Hall analyzed the television communication process through four stages: production, circulation, use/consumption, and reproduction. He argued that encoding and decoding do not necessarily match, and that audiences can interpret messages in dominant, negotiated, or oppositional ways. Hall's work was groundbreaking in establishing cultural studies and shifting focus to how audiences make meanings from cultural symbols.
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.
Institutions
The theory created by Blumler and Katz proposes that audiences play an active role in choosing and using media to fulfill four key purposes: diversion or escape; forming personal relationships; exploring personal identity; and gaining information about their surroundings (surveillance). These purposes link to Maslow's hierarchy of needs. A magazine profile indicates its target audience is 15-29 year olds, with a focus on popular music, who use social media and attend live events, fulfilling the purposes of diversion, relationships, and surveillance through their consumption.
Identity theories
The document summarizes theories on identity by Althusser, Stryker, and Marcuse. Althusser's theory of interpellation proposes that individuals absorb their identity from dominant ideologies through uncritical consumption of media texts. Stryker's identity salience hierarchy refers to identities ordered by importance, where more salient identities are more likely to be invoked. Commitment can change an identity's position. Marcuse argues that identity formation is constrained by consumerism and technology, leaving no room for inner self-development and instead creating false needs through advertising.
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
Hypodermic needle theory !
The hypodermic needle model of communication, also known as the magic bullet theory, suggests that media messages have a direct and uniform effect on passive audiences similar to injecting a hypodermic needle (i.e. direct injection). This model from the 1930s views audiences as directly influenced by media messages without personal interpretation. However, Katz and Lazarsfeld's two-step flow of communication model from 1955 found that media messages are often interpreted by opinion leaders in social groups before reaching others, challenging the notion of direct media effects.
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This document discusses the value and relevance of religious scriptures, creative works of art, and sermons in achieving social goals like justice, peace and brotherhood. While violence continues to erupt in many parts of the world, the document argues that realizing greater social ideals is an objective, evolutionary process that unfolds over generations and involves the consistent spiritual practice of remembrance or devotion (Namasmran) by billions of people worldwide. Artistic and prophetic expressions periodically point to this vast, global process that eludes comprehension at any given time since it spans many generations and cultures. Therefore, neither the scriptures nor our faith in them are futile, as the realization of higher social ideals is a reality that manifests
Moral Panic Intro
A moral panic is defined as intense feelings expressed in a population about an issue perceived to threaten social order. According to sociologist Stanley Cohen, a moral panic occurs when a group is defined as a threat to societal values and interests. Moral panics typically involve arguments, social tension, and a disproportionate response to the actual threat posed. They are characterized by concern about a group's negative impact, hostility towards them as "folk devils", consensus that the group poses a real threat, and volatility as interest quickly wanes.
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Spiral of Silence Theory
The Spiral of Silence Theory argues that individuals are less likely to express opinions that they believe are unpopular for fear of isolation. People perceive the majority opinion through mass media. This theory is relevant to studying public opinion, interpersonal communication, and the influence of mass media. However, questions remain about whether the theory applies universally or is culture-specific, and whether fear of isolation is the primary factor in willingness to express opinions.
The Encoding
This document provides an overview of Stuart Hall's encoding/decoding model of communication. It discusses the theoretical origins in critical theory and cultural studies. Hall proposed that communication involves three stages - encoding of messages by media producers based on dominant ideologies, the transmission of encoded messages, and decoding of messages by audiences based on their own social positions and ideologies, which may differ from the encoder's intent. The model rejected the transmission view of communication and emphasized that meanings are constructed at both the encoding and decoding stages.
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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.
Representation Investigation
Representation refers to how aspects of reality such as people, identities, events, and concepts are constructed in various media. This involves both how identities are portrayed in a text and how they are constructed in the processes of production and reception. Theorists like Richard Dyer, Laura Mulvey, and Stuart Hall have discussed representation and how social positioning affects interpretation. Mulvey's male gaze theory suggests that media often portrays women from a heterosexual male perspective, focusing on how men view women. This male gaze fits reasonably well into the horror genre, where women are often portrayed as weak victims and men as dominant, though some horror texts challenge this trope.
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Encoding decoding by Hall
Stuart Hall was a prominent British sociologist and theorist known for his work on multiculturalism, identity, and media studies. His influential writing emphasized that audiences decode media messages differently based on their backgrounds and experiences. Hall analyzed the television communication process through four stages: production, circulation, use/consumption, and reproduction. He argued that encoding and decoding do not necessarily match, and that audiences can interpret messages in dominant, negotiated, or oppositional ways. Hall's work was groundbreaking in establishing cultural studies and shifting focus to how audiences make meanings from cultural symbols.
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.
Institutions
The theory created by Blumler and Katz proposes that audiences play an active role in choosing and using media to fulfill four key purposes: diversion or escape; forming personal relationships; exploring personal identity; and gaining information about their surroundings (surveillance). These purposes link to Maslow's hierarchy of needs. A magazine profile indicates its target audience is 15-29 year olds, with a focus on popular music, who use social media and attend live events, fulfilling the purposes of diversion, relationships, and surveillance through their consumption.
Identity theories
The document summarizes theories on identity by Althusser, Stryker, and Marcuse. Althusser's theory of interpellation proposes that individuals absorb their identity from dominant ideologies through uncritical consumption of media texts. Stryker's identity salience hierarchy refers to identities ordered by importance, where more salient identities are more likely to be invoked. Commitment can change an identity's position. Marcuse argues that identity formation is constrained by consumerism and technology, leaving no room for inner self-development and instead creating false needs through advertising.
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
Hypodermic needle theory !
The hypodermic needle model of communication, also known as the magic bullet theory, suggests that media messages have a direct and uniform effect on passive audiences similar to injecting a hypodermic needle (i.e. direct injection). This model from the 1930s views audiences as directly influenced by media messages without personal interpretation. However, Katz and Lazarsfeld's two-step flow of communication model from 1955 found that media messages are often interpreted by opinion leaders in social groups before reaching others, challenging the notion of direct media effects.
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This document discusses the value and relevance of religious scriptures, creative works of art, and sermons in achieving social goals like justice, peace and brotherhood. While violence continues to erupt in many parts of the world, the document argues that realizing greater social ideals is an objective, evolutionary process that unfolds over generations and involves the consistent spiritual practice of remembrance or devotion (Namasmran) by billions of people worldwide. Artistic and prophetic expressions periodically point to this vast, global process that eludes comprehension at any given time since it spans many generations and cultures. Therefore, neither the scriptures nor our faith in them are futile, as the realization of higher social ideals is a reality that manifests
Moral Panic Intro
A moral panic is defined as intense feelings expressed in a population about an issue perceived to threaten social order. According to sociologist Stanley Cohen, a moral panic occurs when a group is defined as a threat to societal values and interests. Moral panics typically involve arguments, social tension, and a disproportionate response to the actual threat posed. They are characterized by concern about a group's negative impact, hostility towards them as "folk devils", consensus that the group poses a real threat, and volatility as interest quickly wanes.
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The Encoding
This document provides an overview of Stuart Hall's encoding/decoding model of communication. It discusses the theoretical origins in critical theory and cultural studies. Hall proposed that communication involves three stages - encoding of messages by media producers based on dominant ideologies, the transmission of encoded messages, and decoding of messages by audiences based on their own social positions and ideologies, which may differ from the encoder's intent. The model rejected the transmission view of communication and emphasized that meanings are constructed at both the encoding and decoding stages.
Social learning theory in media (1)
Social learning theory proposes that people learn from observing others within the context of social interactions and experiences. Mass media is considered a major influence on social learning in modern society due to its pervasive presence. Two influential media theories are the magic bullet theory, which suggests media has a powerful direct influence on viewers, and the two-step flow theory, which argues media's impact occurs through opinion leaders who influence others. The two-step flow theory emphasizes that individuals' unique nature and environment shape how they respond to media messages more than the message content alone.
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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.
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Similar to Audience Investigation
Audience
An audience is a group of people that consume media texts. Media texts are created with an intended audience in mind. Audiences can be categorized by their demographics and psychographics.
Early audience theory, like the hypodermic needle model from the 1920s, suggested audiences passively accept media messages. However, the two-step flow theory proposed information spreads from media to opinion leaders to their associates, mediated by social influence. Later, uses and gratifications theory found individuals actively seek different functions from media, like diversion, relationships, identity, and information. Reception theory also noted interpretation depends on individual characteristics.
Audience
The document discusses audience theory and how audiences interact with media texts. It describes several models of audience theory:
1) The hypodermic needle model from the 1920s which suggests audiences passively accept media messages.
2) The two-step flow model which challenges the hypodermic needle model by suggesting information flows from media to opinion leaders and then to other groups.
3) Uses and gratification theory which says individuals use media actively to fulfill different needs like diversion, social interaction, identity, and information.
4) Reception theory looks at how audiences interpret media texts based on their demographics and psychographics.
Audience
The document discusses audience theory and how audiences interact with media texts. It describes several models of audience theory:
1) The hypodermic needle model from the 1920s which suggests audiences passively accept media messages.
2) The two-step flow model which proposes information flows from media to opinion leaders and then to less active groups.
3) Uses and gratification theory which says individuals use media actively to fulfill different needs like diversion, relationships, identity and surveillance.
4) Reception theory looks at how audiences interpret media based on their demographics and psychographics.
The document also discusses how the hypodermic needle model relates to genres like horror but that it is an oversimplification
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 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.
Media key concept research
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.
Theories on mass communication
The "Hypodermic theory" assumed that mass media had a powerful and direct effect on audiences. It suggested that media could uniformly influence large groups by "injecting" them with targeted messages designed to trigger a desired response. This theory, which was popular in the 1940s-1950s, viewed audiences as powerless against media messages that could allegedly cause instant reactions without hesitation. While influential at the time, the theory is now criticized for ignoring audience interpretation and agency.
Audience Theories- Hypodermic Needle Model
The Hypodermic Needle Model theory proposed by Harold Lasswell suggests that media directly injects ideas into passive audiences' minds, similar to a hypodermic needle injecting a drug. It views audiences as completely unable to think critically about media messages. However, studies conducted by Lazarsfeld found that most people were not swayed by media and made voting decisions through social influences instead, criticizing the theory's assumption of media's powerful direct effects and audiences' passiveness.
Theoretical research
Genre theory is used to categorize films based on stylistic criteria. Genres help audiences identify different types of films and cater to their expectations. Narratives describe a sequence of events and move the story along defined roles and plot points. Representation involves how media texts portray reality through intentional construction of signs and symbols. Audience theory examines how audiences receive and make meaning from media texts, either passively or actively engaging with them based on social and personal factors. Research and planning are required to systematically develop ideas and create goals for making a horror film, such as analyzing film techniques, planning plots, and selecting locations. Digital technologies, creative techniques, and post-production stages are also needed to produce a finished horror film or trailer.
Theoretical research
This document discusses several key concepts in media theory, including genre, narrative, representation, audience, and research. It provides definitions and examples of prominent theorists for each concept. Genre is defined as categories of media based on stylistic criteria. Theorists discussed include Gunther Kress and Denis McQuail. Narrative refers to the sequence of events presented to an audience. Theorists mentioned are Vladimir Propp and Tzvetan Todorov. Representation discusses how media presents versions of reality, and theorists covered are Laura Mulvey on the male gaze and Judith Butler on queer theory. Audience theory examines the relationship between media texts and their intended consumers. Theories discussed include hypodermic needle model, two
Media Theorists
Uses and Gratification theory proposes that people actively seek out specific media to satisfy certain needs. It was originally introduced by Lasswell in 1948 and further developed by Katz, Blumler and Gurevitch in the 1970s to include components like an active audience and audience-initiated media choices. The Hypodermic Needle Model viewed audiences as passive and unable to resist media messages that were directly "injected" into their minds. The 2 Step Flow Model suggests ideas spread from mass media to opinion leaders and then to the wider population, so media effects are indirect through personal influence. Semiotics, pioneered by Saussure, studies signs and their meanings, focusing on the signifier/signified relationship and
Audience investigation
The document discusses several theories related to media audiences:
- The two-step flow theory explains how information spreads from media to opinion leaders to the general audience.
- The hypodermic syringe model from the 1920s viewed audiences as vulnerable to manipulation by media producers.
- Laura Mulvey's "male gaze" theory from 1975 argues that audiences view characters in film from the perspective of a heterosexual male.
- Bulmer and Katz's uses and gratification theory from 1974 examines why audiences use media for entertainment, social relationships, identity, and information.
- These audience theories can be applied to the horror genre, such as viewing females through the male gaze in horror films with a male killer targeting women.
Theoretical research
Genre theory is used to categorize films based on stylistic criteria. Genres help audiences identify different types of films and cater to their expectations. Narratives describe a sequence of events and follow common story structures identified by theorists like Propp and Todorov. Representation in media involves intentionally constructing artificial versions of reality. Audience theory considers how audiences interpret and are influenced by media texts. Research and planning are required to systematically develop knowledge and create goals for making a horror film, such as analyzing films and planning elements like plot, characters, and locations.
Theories
This document summarizes several key media theories and theorists. It covers semiotics, narratology, genre theory, structuralism, postmodernism, representation, identity, gender, ethnicity, media industries, audiences, and fandom. Some of the main ideas discussed include Barthes' concept of signs, Todorov's narrative patterns, Neale's views on genre as process, Levi-Strauss' structuralism, Baudrillard's ideas of simulation and hyperreality, Hall's work on representation, Butler's gender performativity, and Jenkins' concept of fans and participatory culture.
Audience investigation
The document discusses different theories of audiences for media texts:
1) The hypodermic needle model suggests audiences are easily manipulated by media creators and their behavior can be changed.
2) The two-step flow theory found information does not directly influence audiences but is filtered through opinion leaders who influence others.
3) Uses and gratifications theory says individuals choose media for purposes like escapism, entertainment, and education.
4) Reception theory explains the encoding and decoding of messages between producers and audiences, where meanings may differ between the two.
The theories can help understand how horror genre audiences are influenced, such as the hypodermic needle model persuading crimes through extreme films.
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.
Audience Theory
A2 Media Theory
Hypodermic Needle, Cultivation, Two-Step Flow, Uses and Gratification, Reception Analysis.
Representation
Representation refers to the construction of aspects of reality such as people, places, events, and identities through various media like speech, writing, pictures, and video. It involves both how these identities are portrayed in media texts and how they are constructed in the processes of media production and reception by people with different demographic backgrounds and perspectives. Consider how men and women view images of each other through "the gaze."
Theoretical research
This document discusses several theories related to genre, audience, and representation in media. It defines genre as the categorization of different media types. Genre hybridity is described as a feature of postmodern media. Several theorists are discussed including their definitions of genre, such as Fiske, Derrida, Genette, and Levi-Strauss. Audience theories presented include the passive versus active audience, hypodermic syringe theory, uses and gratification theory, and reception analysis. Representation theory holds that media only presents one version of reality. The document also discusses how these theories could inform the production of a magazine targeting different audiences.
7. mass communication theory
The document provides an overview of several mass communication theories, beginning with the hypodermic needle theory. This theory proposed that media had a direct and powerful effect on passive audiences. However, the two-step flow theory later emerged from election studies, finding that opinion leaders and interpersonal communication were more influential than direct media effects. This led to the two-step flow model, where information spreads from media to opinion leaders and then to less active individuals.
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Trailer analysis
The document analyzes and compares three movie trailers: Case 39 (horror), Final Destination 5 (hybrid horror), and The Dark Knight Rises (action). All three trailers start slowly and build tension through editing and music. However, the horror trailers provide more narrative details while the action trailer focuses on showcasing fights and explosions without revealing the plot. The document also discusses how the trailers employ similar film techniques but differ in their pacing and use of CGI/special effects.
Magazine Analysis
The magazine cover uses various design elements effectively to attract readers. The masthead is short, bold and contrasts with the background. Buzzwords and the main cover line featuring Sherlock Holmes are also bold to catch the eye. The skyline and main image of Robert Downey Jr. relate to the cover story and use compositional rules. Overall the layout follows conventions but with a polished, professional style and color scheme.
Chase Storyboard
This storyboard is by Jordan Harrison and appears to be about a chase scene. It likely depicts a series of events showing characters chasing or being chased. The storyboard helps visualize the chase sequence and how the action will unfold for whoever is creating a film, animation, or other visual project.
Real Media Texts Investigation
1) The document discusses real media texts and defines them as any media product that can be examined, as all representations of reality are constructs of reality themselves.
2) It analyzes the conventions of horror movie trailers, finding that they generally include a slow build up at the beginning with increasing cuts and intensity, followed by screams and loud noises. They also include title cards and backing music that increases and decreases tension.
3) It links Todorov's theory of equilibrium to horror trailers, noting they often show a protagonist's normal life disrupted by becoming a victim, though trailers do not typically show if equilibrium is restored.
Media Language Investigation
The document analyzes the media language techniques used in horror film trailers and movies, including Saw films. It discusses the use of cinematography including close-ups, establishing shots, panning shots, and handheld camera work. It also covers the use of sound including changes in music to create tension, conventional horror film sound effects, and references to other films. Mise-en-scene elements discussed include normal and isolated settings, masks, and props. Editing techniques like quick cuts, captions, and changes in pace are also analyzed.
Post-Production Investigation
Post-production takes raw footage from filming and turns it into a finished motion picture through editing, adding music and sound effects, and including computer generated imagery and backgrounds. Key post-production stages for creating a horror film include editing scenes together in a program like Premiere Pro to build tension, adding sound effects, and developing an advertising campaign with a trailer to promote the finished film.
Creativity Investigation
Creativity refers to creating something new that has value, whether that new thing is valuable to an individual creator or to a domain. Creative features used in horror movie trailers can include characters, narrative, setting, sound, costumes, special effects, and editing that are used together to build tension according to trailer conventions. However, original soundtracks, unconventional scripts, and creative special effects can make horror trailers unique and break from predictable conventions.
Digital Technology Investigation
Digital technology refers to digital software, hardware, and architectures used for learning and teaching both inside and outside of schools. To create a horror film, one needs digital editing programs like Adobe After Effects and Final Cut Pro to edit footage, add special effects, and change moods. Common digital technologies used include cameras, sound capture devices, and editing programs that can insert captions and sounds to create tension.
Narrative Investigation
Narrative Investigation by Jordan Harrison discusses narrative and related theories. It defines narrative as a format that describes a sequence of events, whether fictional or non-fictional. Theories discussed include Vladimir Propp's classification of character roles and functions, Tzvetan Todorov's concept of equilibrium being disrupted by an outside force, and Roland Barthes' five narrative codes. Claude Levi-Strauss examined how stories reflect cultural values through binary oppositions. Theories by Todorov and Levi-Strauss relate to the horror genre through depictions of normal life disrupted by outside forces and unconscious reflections of cultural beliefs.
Genre Investigation
Genre refers to categories of literature, art, or entertainment based on stylistic criteria, which change over time as new genres emerge or old ones fade away. Works may fit multiple genres by combining conventions.
Theorists view genres as based on common themes, settings, or formal structures. However, few works exemplify all characteristics of their genre. Genres can also be categorized by their aesthetic, ritual, or ideological functions. Additionally, genres are seen as rhetorical devices that give authors and readers freedom of expression.
Theories of genres based on recurring elements and the social construction of genres relate to the horror genre, which often features a villain, victim, and twist, and allows authors and audiences flexibility in interpreting texts
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Audience Investigation
- 1. Audience Investigation Jordan Harrison
- 2. What is audience? An audience is a group of people who participate in a show or encounter a work of art, literature (in which they are called "readers"), theatre, music (in which they are called "listeners"), video game (in which they are called "players"), or academics in any medium. Audience members participate in different ways in different kinds of art; some events invite overt audience participation and others allowing only modest clapping and criticism and reception. What theorists relate to audience? The hypodermic syringe model dated from the 1920s suggests that audiences passively receive information via a media text without any attempt to challenge the text, accepting these dominant ideologies as the norm. The two step flow by Paul Lazarsfeld and Elihu Katz challenges this as the said that information does not flow directly from the texts into the minds of its audiece unmediated but its filtered through ‘opinion leaders’ who then communicate it to their less active associates over whom they have influence, a two step flow. The uses and gratification theory Blulmer and Katz 1974 suggested that media texts had several functions for individuals and society (diversion, personal relationships, personal identity and surveillance). What theories can relate to the horror genre? The hypodermic syringe model can be linked to the genre of horror as a common belief amongst some people that certain audiences watches horror films are encouraged to carry out such violence however this is not the case for all audience. Also the reception theory, which can also relate to representation can apply where individuals can receive and interpret a texts depended on the demographics and psychographics.