Audience investigation
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Audience investigation examines who media texts target and who consumes them. Audiences can be divided into demographics like age or gender, and psychographics like interests or values. Uses and gratifications theory from 1974 proposes that people choose media for entertainment, information, social relationships, and identity. The hypodermic syringe model from early theories suggested information is absorbed without thought, making consumers vulnerable to manipulation. While some feared horror films could influence crimes, studies argue they allow viewing crimes' feelings without committing them, satisfying consumers through a shared experience.
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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
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 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.
Uses
The uses and gratifications model explains why audiences seek out and consume certain media. It posits that audiences are active, selecting media to fulfill specific needs like information, entertainment, social interaction, and reinforcing personal identity. The model was developed by theorists like Harold Lasswell, Bulmer and Katz, and Dennis McQuail, who identified four main reasons for media consumption: information, personal identity, integration and social interaction, and entertainment. A key criticism is that the model assumes audiences will interpret media in the same way and have identical motivations, rather than recognizing individual differences in opinions and reasons for consumption.
Audience
Audience theory is the starting point for analyzing media texts. There have been several theories proposed to explain the relationship between audiences and media texts, from the earliest Hypodermic Needle Model which viewed audiences as passive receivers, to more modern theories that recognize audiences as active users who consume media for different reasons. Key theories discussed include the Two-Step Flow theory which proposes information spreads through opinion leaders, Uses and Gratifications which examines why audiences consume different media to fulfill various needs, and Reception Theory which acknowledges individual audience members can interpret the same text differently based on their own experiences and perspectives.
The hypodermic needle theory
The Hypodermic Needle Theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior. It viewed audiences as passive receivers who were immediately influenced by whatever media messages were "injected" into them. However, the theory is now considered outdated and invalid because audiences are not simply passive - people consume media selectively and can resist or reject messages. Modern audiences are also more media literate and aware of how institutions operate due to technological changes.
Presentation
This document provides an overview of gatekeeping theory and the hypodermic needle theory. It defines gatekeeping theory as the process by which information passes through various "gates" or gatekeepers on its way to the audience. It traces the history and development of gatekeeping theory from Lewin to Shoemaker. It also discusses cases of gatekeeping in journalism, marketing, and at the individual level. The document then defines the hypodermic needle theory as the idea that media messages have a direct influence on audiences. It discusses the history and limitations of this theory, and provides cases like The War of the Worlds radio broadcast. Finally, it considers how these theories apply in modern social media, where audiences can now interact with media
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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
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 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.
Uses
The uses and gratifications model explains why audiences seek out and consume certain media. It posits that audiences are active, selecting media to fulfill specific needs like information, entertainment, social interaction, and reinforcing personal identity. The model was developed by theorists like Harold Lasswell, Bulmer and Katz, and Dennis McQuail, who identified four main reasons for media consumption: information, personal identity, integration and social interaction, and entertainment. A key criticism is that the model assumes audiences will interpret media in the same way and have identical motivations, rather than recognizing individual differences in opinions and reasons for consumption.
Audience
Audience theory is the starting point for analyzing media texts. There have been several theories proposed to explain the relationship between audiences and media texts, from the earliest Hypodermic Needle Model which viewed audiences as passive receivers, to more modern theories that recognize audiences as active users who consume media for different reasons. Key theories discussed include the Two-Step Flow theory which proposes information spreads through opinion leaders, Uses and Gratifications which examines why audiences consume different media to fulfill various needs, and Reception Theory which acknowledges individual audience members can interpret the same text differently based on their own experiences and perspectives.
The hypodermic needle theory
The Hypodermic Needle Theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior. It viewed audiences as passive receivers who were immediately influenced by whatever media messages were "injected" into them. However, the theory is now considered outdated and invalid because audiences are not simply passive - people consume media selectively and can resist or reject messages. Modern audiences are also more media literate and aware of how institutions operate due to technological changes.
Presentation
This document provides an overview of gatekeeping theory and the hypodermic needle theory. It defines gatekeeping theory as the process by which information passes through various "gates" or gatekeepers on its way to the audience. It traces the history and development of gatekeeping theory from Lewin to Shoemaker. It also discusses cases of gatekeeping in journalism, marketing, and at the individual level. The document then defines the hypodermic needle theory as the idea that media messages have a direct influence on audiences. It discusses the history and limitations of this theory, and provides cases like The War of the Worlds radio broadcast. Finally, it considers how these theories apply in modern social media, where audiences can now interact with media
Hypodermic Needle Theory
The hypodermic needle theory suggests that the media has a direct and powerful effect on passive audiences by "injecting" ideas and views. It was popular in the 1940s-1950s when radio, TV, and ads first became widespread and were thought to influence behavior. The theory says the audience is powerless to resist media messages and will believe anything they see or hear. However, it is now seen as outdated since audiences are more media-literate and able to reject messages critically rather than just accepting everything passively.
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.
Hypodermic needle theory
The document discusses several theories of audience reception of media:
1) The hypodermic needle theory suggests audiences passively receive ideas injected by media without mediation.
2) The two-step flow model proposes ideas spread from media to opinion leaders then the wider population.
3) Uses and gratifications theory views audiences as active, consuming media to fulfill different needs like diversion, relationships, identity and surveillance. Blumer and Katz expanded on four functions identified by Wright Mills.
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.
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.
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.
Audience Theories
The document discusses three theories of how audiences interact with media:
1) The effects theory sees audiences as passive receivers of media messages with little individual agency.
2) The uses and gratification model emphasizes that individuals actively seek out media to fulfill personal needs and interests.
3) The influence model recognizes that media has subtle influence by reinforcing existing views and that people are influenced by opinion leaders in how they interpret media messages.
Hypodermic needle model
The hypodermic needle model is a communications model from the 1930s that suggests audiences passively receive information transmitted through media without processing or challenging it. The model holds that an intended message is directly received and wholly accepted by the receiver. It suggests audiences are manipulated by media creators and their behavior and thinking can be easily changed. The model considers audiences to be passive and homogeneous.
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.
Audience
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
Social media theories final copy
The document discusses several social media theories:
1) Dependency Theory proposes that individuals rely on media to meet needs and achieve goals, and dependence varies based on how well different media meet those needs.
2) Altercasting Theory suggests that persuaders can influence others by forcing them into roles that imply certain behaviors. This can be done directly by telling them their role, or indirectly by one's own behavior eliciting a counter-role.
3) Both theories are relevant to social media, where Dependency Theory suggests people rely on platforms for information, and Altercasting can be seen in directly assigning roles to others or indirectly through one's own social media behavior.
Bullet theory
The Hypodermic Needle Theory originated in the 1920s and posits that media has the power to directly inject influential messages into passive audiences, similar to how a hypodermic needle injects a substance. It assumes media can strongly impact public opinion and behavior in a uniform way. While influential early on, it is now seen as too simplistic given that audiences can reject messages and media effects vary between individuals and are influenced by other factors.
The uses and gratification theory
The uses and gratification theory was developed in 1974 by Blumler and Katz. It focuses on why people choose to use media rather than how media affects people. The theory proposes that individuals use media for information, personal identity, social interaction, and entertainment. As new media forms emerged, the reasons for using media have expanded beyond these core purposes.
Knowledge, Counterknowledge and Conspiracy in Populist Argumentation
Presentation at ECPR 2017, panel "Misinformation, Post-truth and Alternative Facts. The End of Voters’ Competence?", section "Are Anti-Politics and Post-Truth the New Face of Political Communication?"
Audience theories hypodermic Needle Model
The Hypodermic Needle Model theory from the 1920s-1930s viewed audiences as passive receivers of media messages. It claimed the media could directly inject ideas into people's minds like a needle, making them think and act in certain ways without question. However, the theory was criticized and found to be outdated. Studies showed that personal communication and individual choice influenced people more than media alone. While some early broadcasts, like Orson Welles' 1938 "War of the Worlds," supported the theory by causing panic, it did not reflect how audiences interacted with media over the long term.
AUDIENCE THEORY
The document discusses several theories related to audiences and media studies:
1) Maslow's Hierarchy of Needs proposes that humans have physiological, safety, love, esteem, and self-actualization needs that must be met.
2) Passive audience theory suggests that media can directly "inject" ideas and beliefs into audiences who passively accept messages.
3) Cultivation theory argues that prolonged TV watching can shape viewers' perceptions of social reality through repetitive exposure to certain ideas.
4) Two-step flow theory posits that media messages pass from media to opinion leaders and then to the general public rather than directly to audiences.
Other Theories
Stuart Hall: Encoding/Decoding and Reception Theory
Antonio Gramsci: Cultural Hegemony
Magic Bullet/Hypodermic Syringe Model
Active Audience: Uses and Gratification
Hypodermic needle theory
It talks about the media and effects. it explains how the western scholars tested the media effects and theorized the concepts
Digipak Analysis
This document analyzes two digipaks in terms of design conventions and aesthetic quality. It summarizes the key design elements of each digipak, including the use of minimal images and text that reflect the style of the artist for Frank Ocean's "Channel Orange". For The Weeknd's "Trilogy", the digipak uses subtle black and white images and text to match the dark, moody style of the music. Both digipaks employ conventions like track listings and credits while maintaining a cohesive theme throughout the packaging.
Evaluation continued
The document summarizes the process of evaluating a media product created by the author. It discusses who the target audience is (young adults and teenagers interested in rock and hip-hop music), how the product represents that audience (through clothing and music genre choices), and how the product would be distributed (online on social media sites like Facebook that the target audience frequents). It also discusses how the author conducted audience research through online surveys on sites like Facebook and Twitter to evaluate how well the media product addressed and attracted its intended audience.
Codes and Conventions
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Hypodermic Needle Theory
The hypodermic needle theory suggests that the media has a direct and powerful effect on passive audiences by "injecting" ideas and views. It was popular in the 1940s-1950s when radio, TV, and ads first became widespread and were thought to influence behavior. The theory says the audience is powerless to resist media messages and will believe anything they see or hear. However, it is now seen as outdated since audiences are more media-literate and able to reject messages critically rather than just accepting everything passively.
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.
Hypodermic needle theory
The document discusses several theories of audience reception of media:
1) The hypodermic needle theory suggests audiences passively receive ideas injected by media without mediation.
2) The two-step flow model proposes ideas spread from media to opinion leaders then the wider population.
3) Uses and gratifications theory views audiences as active, consuming media to fulfill different needs like diversion, relationships, identity and surveillance. Blumer and Katz expanded on four functions identified by Wright Mills.
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.
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.
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.
Audience Theories
The document discusses three theories of how audiences interact with media:
1) The effects theory sees audiences as passive receivers of media messages with little individual agency.
2) The uses and gratification model emphasizes that individuals actively seek out media to fulfill personal needs and interests.
3) The influence model recognizes that media has subtle influence by reinforcing existing views and that people are influenced by opinion leaders in how they interpret media messages.
Hypodermic needle model
The hypodermic needle model is a communications model from the 1930s that suggests audiences passively receive information transmitted through media without processing or challenging it. The model holds that an intended message is directly received and wholly accepted by the receiver. It suggests audiences are manipulated by media creators and their behavior and thinking can be easily changed. The model considers audiences to be passive and homogeneous.
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.
Audience
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
Social media theories final copy
The document discusses several social media theories:
1) Dependency Theory proposes that individuals rely on media to meet needs and achieve goals, and dependence varies based on how well different media meet those needs.
2) Altercasting Theory suggests that persuaders can influence others by forcing them into roles that imply certain behaviors. This can be done directly by telling them their role, or indirectly by one's own behavior eliciting a counter-role.
3) Both theories are relevant to social media, where Dependency Theory suggests people rely on platforms for information, and Altercasting can be seen in directly assigning roles to others or indirectly through one's own social media behavior.
Bullet theory
The Hypodermic Needle Theory originated in the 1920s and posits that media has the power to directly inject influential messages into passive audiences, similar to how a hypodermic needle injects a substance. It assumes media can strongly impact public opinion and behavior in a uniform way. While influential early on, it is now seen as too simplistic given that audiences can reject messages and media effects vary between individuals and are influenced by other factors.
The uses and gratification theory
The uses and gratification theory was developed in 1974 by Blumler and Katz. It focuses on why people choose to use media rather than how media affects people. The theory proposes that individuals use media for information, personal identity, social interaction, and entertainment. As new media forms emerged, the reasons for using media have expanded beyond these core purposes.
Knowledge, Counterknowledge and Conspiracy in Populist Argumentation
Presentation at ECPR 2017, panel "Misinformation, Post-truth and Alternative Facts. The End of Voters’ Competence?", section "Are Anti-Politics and Post-Truth the New Face of Political Communication?"
Audience theories hypodermic Needle Model
The Hypodermic Needle Model theory from the 1920s-1930s viewed audiences as passive receivers of media messages. It claimed the media could directly inject ideas into people's minds like a needle, making them think and act in certain ways without question. However, the theory was criticized and found to be outdated. Studies showed that personal communication and individual choice influenced people more than media alone. While some early broadcasts, like Orson Welles' 1938 "War of the Worlds," supported the theory by causing panic, it did not reflect how audiences interacted with media over the long term.
AUDIENCE THEORY
The document discusses several theories related to audiences and media studies:
1) Maslow's Hierarchy of Needs proposes that humans have physiological, safety, love, esteem, and self-actualization needs that must be met.
2) Passive audience theory suggests that media can directly "inject" ideas and beliefs into audiences who passively accept messages.
3) Cultivation theory argues that prolonged TV watching can shape viewers' perceptions of social reality through repetitive exposure to certain ideas.
4) Two-step flow theory posits that media messages pass from media to opinion leaders and then to the general public rather than directly to audiences.
Other Theories
Stuart Hall: Encoding/Decoding and Reception Theory
Antonio Gramsci: Cultural Hegemony
Magic Bullet/Hypodermic Syringe Model
Active Audience: Uses and Gratification
Hypodermic needle theory
It talks about the media and effects. it explains how the western scholars tested the media effects and theorized the concepts
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Knowledge, Counterknowledge and Conspiracy in Populist Argumentation
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Evaluation continued
The document summarizes the process of evaluating a media product created by the author. It discusses who the target audience is (young adults and teenagers interested in rock and hip-hop music), how the product represents that audience (through clothing and music genre choices), and how the product would be distributed (online on social media sites like Facebook that the target audience frequents). It also discusses how the author conducted audience research through online surveys on sites like Facebook and Twitter to evaluate how well the media product addressed and attracted its intended audience.
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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
Section A: Passive Audience Theory
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 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.
Audience Theories
The hypodermic model or "magic bullet" theory from the 1930s-40s suggested that mass media has a direct and powerful effect on passive audiences. It claimed media could trigger direct responses by "injecting" designed messages. However, this theory may be subjective as some people are more influenced than others.
The cultivation theory from the 1960s proposed that excessive TV viewing over time can alter perceptions of reality by increasing beliefs in social realities portrayed on TV. Heavy viewers (over 4 hours daily) are more likely to shape their concept of reality from TV than light viewers.
The uses and gratification theory examines why audiences consume certain media by looking at psychological needs around surveillance, identity, relationships and escapism that
Audience Theory
The document discusses several audience theories:
- The hierarchy of needs theory proposes that humans have physiological, safety, belonging, esteem, and self-actualization needs that must be met sequentially.
- The hypodermic needle theory views audiences as passive and vulnerable to media propaganda that directly "injects" beliefs and thoughts.
- Cultivation theory suggests that repeated exposure to certain media content can influence audiences' attitudes and behaviors over time, such as becoming desensitized to violence.
Audience Investigation
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.
Exam lessons 3 (audiences) Section A A2 Media Exam
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.
Media theories audience - Charlie Northern Harry Monan
Uses and Gratifications theory expanded on the idea that audiences are active rather than passive consumers of media. It suggests that individuals choose media for different reasons like diversion, personal relationships, identity, and information. The Hypodermic Needle Theory from the 1920s saw audiences as passive receivers of media messages without questioning or processing them. It assumed media could easily manipulate behavior. Reception Theory developed by Stuart Hall recognized that the meaning of a media text depends on how the audience decodes it, which may differ from the producer's encoding, but conventions allow for preferred readings.
Media audiences
This document discusses different theories around media audiences. It begins by outlining Abraham Maslow's hierarchy of needs theory and how it can apply to media usage. Lower level needs like safety must be met before higher level needs for things like belongingness that media can provide. Earlier theories viewed audiences as passive and heavily influenced, but more recent models see audiences as active, interpreting media through their own experiences and for their own purposes. The two-step flow theory and uses and gratifications model present more active audience roles. Reception analysis also looks at how social factors shape how audiences read media.
4. audience
This document provides information and tasks related to evaluating a media production for a critical perspectives exam. It discusses several key concepts that will be covered, including genre, narrative, representation, audience, and media language. Students are asked to answer questions about their project, target audience, and the meaning of their trailer. Several theories related to media effects and audiences are also summarized, including mass audience theory, active audience theory, uses and gratification theory, cultivation theory, desensitization theory, and the hypodermic syringe model. Students are asked to apply these theories to their trailer and the horror genre.
Media theories powerpoint 20 marker
This document summarizes several media theories:
- The hypodermic needle/magic bullet theory suggests media can directly influence audiences' thoughts and opinions.
- Cultivation theory argues heavy media exposure shapes viewers' beliefs about social reality.
- The two-step flow model proposes media's influence flows through influential figures to shape opinions.
- Uses and gratifications theory views audiences as active in choosing media that meets needs like entertainment or identity.
- Reception theory argues audiences decode media texts in dominant, oppositional, or negotiated ways.
- Moral panic theory describes how media can exaggerate issues to create hysteria and blame certain groups.
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 uses and gratifications theory
The Uses and Gratifications Theory suggests that audiences actively seek out specific media to fulfill needs, rather than media directly influencing audiences. It proposes that media use fulfills needs of identity, education, entertainment, and social interaction. While it provides insights, it has been criticized for ignoring media's unconscious influence and not holding media accountable for its content. The theory evolved over three stages from the 1940s by examining why audiences select certain media and connecting motivations to gratifications received.
Audience investigation
This document discusses key concepts relating to audiences for media products. It defines audiences based on demographics like age and income, as well as psychographics like values and behaviors. It also summarizes several theories of how audiences interpret and interact with media texts, including Stuart Hall's encoding/decoding model, uses and gratifications theory, and the hypodermic syringe model which suggests passive acceptance of messages by audiences. The document explores how these theories can be applied to understand audiences of the horror genre.
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.
Media audiences
This document discusses different theories of media audiences, ranging from passive to active models. It begins by outlining Maslow's hierarchy of needs and how media can fulfill different needs. Early theories viewed audiences as passive and heavily influenced, as demonstrated by Nazi propaganda. More recent models view audiences as active, interpreting media based on their own experiences and backgrounds. The two-step flow theory and uses and gratifications model position audiences as both passive and active.
Audience Theory
This theory represents a shift toward viewing audiences as active participants rather than passive receivers of media. It focuses on understanding the social and psychological needs and motives that drive what audiences choose to consume. Specifically, it identifies four key needs: surveillance to stay informed, personal identity, relationships, and diversion or escapism. The theory argues that audiences make their own choices about what media to engage with based on gratifying these underlying needs.
Media audiences powerpoint
This document discusses several theories of media audiences:
- Maslow's hierarchy of needs explains that lower level needs must be met before focusing on higher needs.
- Early theories viewed audiences as passive and directly influenced by media messages. The hypodermic needle theory suggested media could "inject" ideas into passive audiences.
- Cultivation theory proposes that repeated exposure to media shapes audiences' attitudes and values over time.
- Two-step flow theory recognizes that some audience members are opinion leaders who filter media messages for others.
- More recent theories view audiences as active, selecting media to fulfill needs and bringing their own interpretations under uses and gratifications and reception theories.
Similar to Audience investigation (20)
Exam lessons 3 (audiences) Section A A2 Media Exam
Exam lessons 3 (audiences) Section A A2 Media Exam
Media theories audience - Charlie Northern Harry Monan
Media theories audience - Charlie Northern Harry Monan
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Storyboard
The storyboard is for a film titled "Wild Fear". It depicts a group of friends on a camping trip in the woods who encounter a mysterious creature stalking them in the night. Scenes show the friends setting up camp, hearing strange noises after dark, discovering a campsite torn apart, and finally catching a glimpse of a shadowy figure watching them from the trees.
Trailer Break Down
A behind the scenes documentary about filming a horror movie turns into a real horror scenario. The location scout goes into the woods to find a better filming location and is then heard screaming. When the director and actor go to investigate, they find the scout's camera covered in blood. The tone then shifts to resemble a typical horror film, with quick cuts showing characters being dragged, running, tripping, and hiding from an unseen threat. The last shot shows a bloodied girl screaming before the camera is destroyed, suggesting whatever they were filming has become frighteningly real.
Distribution
House of Horrors is New Line Cinema's licensing division that has created and distributed successful horror films such as A Nightmare on Elm Street, Friday the 13th, Texas Chainsaw Massacre, and The Conjuring. This document suggests that a new horror film could achieve similar success if supported by House of Horrors' distribution capabilities.
Masthead Typography
This document discusses typography used in mastheads. Mastheads are the titles or nameplates at the top of publications like newspapers and magazines. The typography choices in a masthead help set the tone for the publication and should reflect the intended audience and content within.
Target Audience
This document provides information about a target audience for a marketing campaign. The target audience is males and females aged 15 and older with low spending power who have an interest in horror films. They enjoy cinema, social networking sites, and socializing. Their demographics are males and females aged 15+ from socioeconomic classes A through E. Their psychographics include being of middle social class and having an interest in horror films.
Concept
A film crew is making a horror movie but the director is unhappy with their location, so a location tester goes into the woods with a camera to find a new spot but is killed. As the crew and cast begin to die one by one, it is revealed that three hunters who live in the woods have been raised to believe killing people is a game.
Horror Trailer Analysis
The document provides descriptions of cinematography, editing, sound, and mise-en-scene techniques used in the trailers for three horror films: A Nightmare on Elm Street, Paranormal Activity 4, and The Woman in Black. For each film, the cinematography creates tension through close-ups and distorted shots. Editing uses fast pacing and motivated cuts to build suspense. Non-diegetic sound like children's voices and music add to the eerie atmosphere. Settings appear dark, chaotic, and haunted to emphasize the horror genre.
Horror Poster Analysis
The poster conveys the typical look of a horror film through its dark colors. It establishes expectations that the film will be similar to other successful horror films produced by the same producer, as mentioned in the tagline at the top. The title is prominently displayed in white text over the image of a mysterious child in the corner, drawing attention and hinting at supernatural themes. A selling line below the title adds intrigue and suggests the narrative will involve exploring what is meant by that line.
Representation investigation
Representation involves using signs and symbols to present a concept or social group to an audience. Theories of representation note that groups are often stereotyped in media through focusing on characteristics like age, gender, or ethnicity to make assumptions about them. When applied to horror films, representation theory examines how genres represent groups like women, often initially portraying them as vulnerable but sometimes subverting expectations by showing them as heroes by the end.
Real media texts investigation
The document discusses three horror movie trailers - A Nightmare on Elm Street, The Woman In Black, and Paranormal Activity 4. It analyzes how each trailer uses common horror conventions like supernatural beings, jumpy scenes, blood and gore, darkness, and manipulated nursery rhymes to build suspense. However, Paranormal Activity 4 partly breaks from conventions by using a handheld camera technique not typically seen in horror trailers.
Digital technology investigation
Digital technology refers to on-demand access to content anytime on digital devices and includes the internet, websites, video games, and optical discs. When creating a horror film, a variety of digital technologies are needed such as filming, producing, burning to disc, creating packaging, and uploading trailers to YouTube to make the content globally accessible. Digital technologies allow for manipulated, networkable, and interactive media.
Creativity investigation
Creativity is defined as using imagination or original ideas to create artistic works. A document discusses using creative features in horror movie trailers, such as soundtracks that add tension and suspense, as well as realistic supernatural costumes and gory scenes known in the horror genre to make the trailers more frightening.
Post production investigation
Post-production involves all stages that occur after filming or recording has finished. For a horror trailer, key post-production stages include editing together filmed clips, adding non-diegetic music, and incorporating special effects through digital technology to develop the final trailer in a quicker and easier process compared to the past.
Narrative investigation
This document discusses different narrative structures and theorists. It begins by defining narrative as story structure and devices. It describes linear and circular structures, and how Aristotle and Freytag developed basic plot structures. It then discusses narrative theorists like Todorov and his model of equilibrium, disequilibrium, resolution, and restoration. Next it links Carroll's three phase model of onset, discovery, and disruption to the horror genre. Finally, it notes Todorov also argued narratives involve an initial situation, a disruptive problem, and a resolution reinstating the initial situation.
Research and planning investigation
Research and planning takes into account all aspects of developing, producing, and selling a product to consumers. This includes conducting surveys, analyzing sales reports, and carefully planning the cinematography, editing, sound, and visual elements when creating a specific medium, such as a horror film, to ensure it has a professional feel and interests the target audience. Proper research and planning is needed at each stage of making a horror film and in marketing the final product to be successful.
Genre Investigation
Genre is a way of categorizing media texts based on their content and style. Each genre has distinguishing characteristics that allow audiences to predict how the plot will develop. There are many genres, including horror, comedy, crime, romance, and sci-fi, which can be hybrids of different genres. Genres appeal to specific target audiences and contain certain conventions - for example, horror films typically involve tension, drama, and supernatural elements, often ending in multiple deaths. Genre theorists note that genres allow for repetition with variation over time and between cultures. The horror genre in particular explores fundamental human existential questions and goes beyond mere societal representations to deeper philosophical issues.
Layouts
This document provides layout guidelines for different page types including front covers, contents pages, and double page spreads. It addresses design considerations for page headers, body text, and visual elements on multi-page layouts. The guidelines aim to create a consistent style throughout a publication.
Mise en scene
The document discusses the use of costume, props, and posture in creating the mise en scene for a pop music magazine. Costumes will reflect the pop genre in a plain, sophisticated style. Props like microphones, guitars, and home environments will be used on the cover, in articles, and on a double page spread to make the magazine visually interesting. Models will pose in friendly ways to create an atmosphere that matches the pop genre. Careful planning of all these mise en scene elements is needed to suit the magazine's target audience and pop music theme.
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Audience investigation
- 2. WHAT IS AN AUDIENCE? • Audience are the people that the media text is aimed at (target audience) and the people who consume the media product. Audiences can be split into two different categories; demographics and psychographics.
- 3. AUDIENCE THEORISTS • Uses and Gratifications Theory; Bulmer and Katz developed the uses and gratifications theory in 1974 believing that people might choose and use text for the following purposes; • Entertainment • Information • Social relationships • Personal identity • Hypodermic Syringe Model; this theory was the first attempt to explain mass audiences might react to mass media. This theory suggests that information is absorbed into the human brain without thought. The consumer is vulnerable from consuming media texts and are easily manipulated by the prodcuers.
- 4. AUDIENCE THEORIES LINKING TO THE HORROR GENRE • Audience theories can be related to the horror genre, this can include many people believing that from the hypodermic syringe model, this can influence the audience into committing crimes. This has led to banning some horror films. • However studies have argued that by viewing horror films it allows us to gain the feelings of the crimes without having to commit it which therefore satisfies the consumers. It allows the consumer to share the experience with others and gain a sense of empathy.