Audience Notes
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The document discusses several theories about how audiences interpret and are influenced by mass media texts: 1) The Hypodermic Needle Model proposed that audiences passively receive information from media without questioning it, but this was later disproven. 2) The Two-Step Flow theory found that information spreads from media to opinion leaders to the general public, rather than directly to individuals. 3) Uses and Gratifications research showed that audiences are active and use media selectively to fulfill personal needs like entertainment, information, and social interaction. 4) Reception Theory explored how individual characteristics like age and gender affect how audiences decode and interpret media texts differently. Producers can influence audiences through conventions
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Audience Notes PDF
The document discusses several theories about how audiences interpret media texts:
1) The Hypodermic Needle Model suggested audiences passively receive information without processing it, but this was later disproven.
2) The Two-Step Flow theory found information does not directly influence individuals but is filtered through opinion leaders.
3) Uses and Gratifications theory views audiences as active consumers who use media texts for different reasons like diversion, social interaction, or personal identity.
4) Reception Theory examines how individual characteristics like age and gender affect how texts are interpreted, though producers can encourage a "preferred reading" through codes and conventions.
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.
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
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.
Two-Step Flow Theory
The two-step flow theory of communication proposes that (1) opinion leaders first receive information from the mass media and (2) then pass on their interpretations of that information to less active individuals. The theory was developed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet and further expanded on by Katz and Lazarsfeld. It uses a model where opinion leaders pay close attention to media messages and influence others similar to them, while the "influentials" look to the opinion leaders rather than directly receiving information from the media.
Eras of Media Theory
There are four main eras of media theory: 1) the Era of Mass Society and Mass Culture which viewed media as influential but negative and feared it could ruin society; 2) the Era of Scientific Perspective on Mass Media which emphasized scientific research showing media was not as powerful as previously believed; 3) the Era of Limited Effects where limited effects theory became widely accepted; and 4) the Era of Cultural Criticism characterized by the rise of cultural studies examining how media promotes hegemonic cultures that serve elite interests.
Cammi - Uses & Gratification Theory
Uses & Gratification Theory focuses on why people use particular media and what people do with media rather than what media does to people. It argues that people's needs influence how they use and respond to media. The theory was developed in the 1960s as media researchers became interested in what audiences did with media and how individuals actively consumed media to fulfill different needs and reasons. Blumer and Katz expanded on this theory in 1974, identifying specific purposes media can serve people such as diversion, personal relationships, identity, and surveillance.
Two step flow of information
This document discusses several models and theories related to the flow of information and influence. It describes the two-step flow of communication model developed by Lazarsfeld, which found that personal influence from opinion leaders is more impactful than direct media influence. It also discusses Kurt Lewin's concept of gatekeeping, in which individuals control the flow of information by deciding what should pass through or be blocked. News editors are provided as an example of gatekeepers who determine what news items to publish based on their organization's policies.
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Audience Notes PDF
The document discusses several theories about how audiences interpret media texts:
1) The Hypodermic Needle Model suggested audiences passively receive information without processing it, but this was later disproven.
2) The Two-Step Flow theory found information does not directly influence individuals but is filtered through opinion leaders.
3) Uses and Gratifications theory views audiences as active consumers who use media texts for different reasons like diversion, social interaction, or personal identity.
4) Reception Theory examines how individual characteristics like age and gender affect how texts are interpreted, though producers can encourage a "preferred reading" through codes and conventions.
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.
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
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.
Two-Step Flow Theory
The two-step flow theory of communication proposes that (1) opinion leaders first receive information from the mass media and (2) then pass on their interpretations of that information to less active individuals. The theory was developed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet and further expanded on by Katz and Lazarsfeld. It uses a model where opinion leaders pay close attention to media messages and influence others similar to them, while the "influentials" look to the opinion leaders rather than directly receiving information from the media.
Eras of Media Theory
There are four main eras of media theory: 1) the Era of Mass Society and Mass Culture which viewed media as influential but negative and feared it could ruin society; 2) the Era of Scientific Perspective on Mass Media which emphasized scientific research showing media was not as powerful as previously believed; 3) the Era of Limited Effects where limited effects theory became widely accepted; and 4) the Era of Cultural Criticism characterized by the rise of cultural studies examining how media promotes hegemonic cultures that serve elite interests.
Cammi - Uses & Gratification Theory
Uses & Gratification Theory focuses on why people use particular media and what people do with media rather than what media does to people. It argues that people's needs influence how they use and respond to media. The theory was developed in the 1960s as media researchers became interested in what audiences did with media and how individuals actively consumed media to fulfill different needs and reasons. Blumer and Katz expanded on this theory in 1974, identifying specific purposes media can serve people such as diversion, personal relationships, identity, and surveillance.
Two step flow of information
This document discusses several models and theories related to the flow of information and influence. It describes the two-step flow of communication model developed by Lazarsfeld, which found that personal influence from opinion leaders is more impactful than direct media influence. It also discusses Kurt Lewin's concept of gatekeeping, in which individuals control the flow of information by deciding what should pass through or be blocked. News editors are provided as an example of gatekeepers who determine what news items to publish based on their organization's policies.
Uses and Gratifications
Uses and Gratifications theory argues that audiences are active in choosing media to satisfy their own needs rather than being passive recipients of media effects. It focuses on what people do with media rather than what media does to people. The theory was developed in the 1960s in response to audiences making choices about what media to consume and for what reasons. Media can fulfill functions like surveillance, entertainment, cultural transmission for individuals and society. Researchers later expanded the theory to include specific purposes audiences may use media for, such as surveillance, personal identity, diversion, and personal relationships.
Two step flow and Opinion Leaders
Opinion leaders are individuals who are especially educated on a certain issue and actively interpret media messages for less informed individuals. They are important to target due to their influence over lower-end media users through the two step flow theory, where opinion leaders gather information from media and pass it on to others with their own interpretation. For an issue like cyberbullying targeting teenagers, opinion leaders who are intelligent and influential will be key to reaching this audience as teenagers may not fully understand the topic on their own.
Two step flow of communication
The document discusses the two-step flow model of communication, which hypothesizes that ideas from mass media flow first to opinion leaders and then from opinion leaders to the wider population. It was first introduced in 1944 and elaborates that most people are influenced indirectly through opinion leaders who are exposed to media messages and interpret them based on their own opinions before spreading them to others. Opinion leaders tend to be similar demographically or socially to those they influence. The two-step model provides an explanation for why some media campaigns do not change attitudes at a wide scale.
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.
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Harold Innis and Marshall McLuhan were influential scholars from the Toronto School who studied the impact of communication technologies on civilization. Innis introduced the concepts of "time-biased" and "space-biased" media and analyzed how forms of communication shaped societies. He also developed the idea of the "monopoly of knowledge" to show how media affects knowledge distribution. McLuhan expanded on these ideas, arguing that "the medium is the message" because communication technologies influence social structures and human interaction more than the content they convey. He analyzed how oral, written, printed, and electronic media each shaped different eras of civilization.
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.
How do audiences read media texts
The document discusses different theories around how audiences engage with media texts, ranging from passive to active models of consumption. It describes the passive "hypodermic needle" effects theory from the 1920s, which viewed audiences as empty vessels absorbing media messages. More recent theories see audiences as active, such as Stuart Hall's encoding/decoding model where people make their own interpretations based on their experiences. The document also discusses reception theory and the idea that audiences play an active role in how they interpret and make meaning from media texts.
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.
Audience worksheet2012
The document discusses several theories of audience perspectives in media studies:
1) Historically, audiences were seen as passive masses directly influenced by media, but now are recognized as diverse individuals who actively interpret media based on their own experiences.
2) Stuart Hall's encoding/decoding model showed that media producers encode intended meanings, but audiences decode meanings based on their own perspectives, which may differ from intended meanings.
3) Uses and gratifications theory views audiences as active in using media to fulfill needs like entertainment, social interaction, identity exploration, and information/education.
4) David Gauntlett's concept of the "pick 'n' mix reader" describes flexible audiences who selectively engage with different aspects of media
Unit 25 Assignment 2 Passive vs Active Audiences
This document discusses a media effects theory that suggests audiences passively consume media like having messages injected straight into their subconscious brains. This theory is often used to argue against certain media types, claiming their violent content will be replicated by consumers. However, another theory suggests audiences actively choose media to gratify individual needs, such as escape, social interaction, reflection, or finding useful information, as described in four categories of media gratification.
Coms2003 Hall and Herman
Stuart Hall's theory of encoding/decoding argues that media communication involves two processes: media producers creating texts and audiences making sense of those texts. However, neither have total power as production and interpretation occur within existing conventions.
Edward Herman's propaganda model proposes five political-economic filters that shape mass media messages: size and ownership concentrating media power; advertising dependence incentivizing corporate-friendly coverage; sourcing from PR and elite experts; flak against dissenting voices; and anticommunism historically justifying censorship.
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2) The context and cultural influences on communication, as signs and their meanings can differ between individuals and groups.
3) The evolution of mass media and its replacement by social media which allows for one-to-one, one-to-many, and many-to-many communication in niche networks rather than mass broadcasts.
Blumler and katz
The Blumler & Katz theory proposes that audiences are active in their media choices and seek to fulfill certain needs and gratifications from media. The theory suggests people choose media to fulfill needs like personal identity, social interaction, and entertainment. This film would fit with the theory because its target indie rom-com audience could relate to the characters and themes around relationships and breakups. The film also provides opportunities for social interaction around its promotion and merchandise, as well as seeking to entertain viewers.
Mass communication: A critical, social scientific and cultural approach
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Audience theory 15th dec 2010
This is the ppt used in the lesson on Wednesday 15th December. If you were absent, you need to read through and make notes.
Prompt 3
Collective identity refers to how media representations can shape societal views of groups. Youth are often portrayed in popular media narratives of adolescence, as deviant subcultures, or as alienated from society. How audiences consume and interpret these media texts can influence their own identities and opinions of these collective groups.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Target audience
This document discusses several theories of audience reception of media texts:
1. The Hypodermic Needle Model suggests audiences passively receive information from media without questioning or processing it.
2. The Two-Step Flow theory proposes information flows from media to "opinion leaders" who then communicate it to their social groups.
3. Uses and Gratifications theory views audiences as active, choosing media to fulfill certain needs like diversion, social interaction, or information.
4. Reception Theory examines how individual factors like gender or class influence how audiences interpret and make meaning from media texts.
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This document provides an overview of three key audience theories:
1. The Effects Model views audiences as passive recipients who are directly influenced by media texts. It has been criticized for ignoring audience agency.
2. The Uses and Gratifications Model positions audiences as active, using media to fulfill needs like diversion, escapism, and social comparison. It suggests consumption can help address personal issues.
3. Reception Theory recognizes that meanings encoded by producers may be decoded differently by audiences, who can have dominant, negotiated, or oppositional readings of texts. It acknowledges multiple possible interpretations.
Audience & Media
This document discusses concepts related to media audiences, including different audience reception models and ways to segment audiences. It introduces Maslow's Hierarchy of Needs and compares the Hypodermic Needle and Uses and Gratifications audience reception models. The document also discusses Young & Rubicam's 4Cs cross-cultural consumer characterization model for segmenting audiences into seven types based on motivations like security, control, and individuality. Students are prompted to analyze ads using these audience concepts and segmentation models.
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Uses and Gratifications theory argues that audiences are active in choosing media to satisfy their own needs rather than being passive recipients of media effects. It focuses on what people do with media rather than what media does to people. The theory was developed in the 1960s in response to audiences making choices about what media to consume and for what reasons. Media can fulfill functions like surveillance, entertainment, cultural transmission for individuals and society. Researchers later expanded the theory to include specific purposes audiences may use media for, such as surveillance, personal identity, diversion, and personal relationships.
Two step flow and Opinion Leaders
Opinion leaders are individuals who are especially educated on a certain issue and actively interpret media messages for less informed individuals. They are important to target due to their influence over lower-end media users through the two step flow theory, where opinion leaders gather information from media and pass it on to others with their own interpretation. For an issue like cyberbullying targeting teenagers, opinion leaders who are intelligent and influential will be key to reaching this audience as teenagers may not fully understand the topic on their own.
Two step flow of communication
The document discusses the two-step flow model of communication, which hypothesizes that ideas from mass media flow first to opinion leaders and then from opinion leaders to the wider population. It was first introduced in 1944 and elaborates that most people are influenced indirectly through opinion leaders who are exposed to media messages and interpret them based on their own opinions before spreading them to others. Opinion leaders tend to be similar demographically or socially to those they influence. The two-step model provides an explanation for why some media campaigns do not change attitudes at a wide scale.
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.
Coms 2003 toronto school
Harold Innis and Marshall McLuhan were influential scholars from the Toronto School who studied the impact of communication technologies on civilization. Innis introduced the concepts of "time-biased" and "space-biased" media and analyzed how forms of communication shaped societies. He also developed the idea of the "monopoly of knowledge" to show how media affects knowledge distribution. McLuhan expanded on these ideas, arguing that "the medium is the message" because communication technologies influence social structures and human interaction more than the content they convey. He analyzed how oral, written, printed, and electronic media each shaped different eras of civilization.
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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.
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The document discusses different theories around how audiences engage with media texts, ranging from passive to active models of consumption. It describes the passive "hypodermic needle" effects theory from the 1920s, which viewed audiences as empty vessels absorbing media messages. More recent theories see audiences as active, such as Stuart Hall's encoding/decoding model where people make their own interpretations based on their experiences. The document also discusses reception theory and the idea that audiences play an active role in how they interpret and make meaning from media texts.
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.
Audience worksheet2012
The document discusses several theories of audience perspectives in media studies:
1) Historically, audiences were seen as passive masses directly influenced by media, but now are recognized as diverse individuals who actively interpret media based on their own experiences.
2) Stuart Hall's encoding/decoding model showed that media producers encode intended meanings, but audiences decode meanings based on their own perspectives, which may differ from intended meanings.
3) Uses and gratifications theory views audiences as active in using media to fulfill needs like entertainment, social interaction, identity exploration, and information/education.
4) David Gauntlett's concept of the "pick 'n' mix reader" describes flexible audiences who selectively engage with different aspects of media
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This document discusses a media effects theory that suggests audiences passively consume media like having messages injected straight into their subconscious brains. This theory is often used to argue against certain media types, claiming their violent content will be replicated by consumers. However, another theory suggests audiences actively choose media to gratify individual needs, such as escape, social interaction, reflection, or finding useful information, as described in four categories of media gratification.
Coms2003 Hall and Herman
Stuart Hall's theory of encoding/decoding argues that media communication involves two processes: media producers creating texts and audiences making sense of those texts. However, neither have total power as production and interpretation occur within existing conventions.
Edward Herman's propaganda model proposes five political-economic filters that shape mass media messages: size and ownership concentrating media power; advertising dependence incentivizing corporate-friendly coverage; sourcing from PR and elite experts; flak against dissenting voices; and anticommunism historically justifying censorship.
Questions of journalism and mass communication tribhuvan university nepal
This is the collection of Tribhuvan University MA level Mass Communication and Journalism questions from 2059 BS to 2067 BS.
Communication theory 2
The document provides an overview of communication models and theories. It discusses:
1) Different models of communication including Aristotle's three appeals (ethos, logos, pathos), Laswell's model (who says what to whom with what effect), and Shannon and Weaver's addition of noise and feedback.
2) The context and cultural influences on communication, as signs and their meanings can differ between individuals and groups.
3) The evolution of mass media and its replacement by social media which allows for one-to-one, one-to-many, and many-to-many communication in niche networks rather than mass broadcasts.
Blumler and katz
The Blumler & Katz theory proposes that audiences are active in their media choices and seek to fulfill certain needs and gratifications from media. The theory suggests people choose media to fulfill needs like personal identity, social interaction, and entertainment. This film would fit with the theory because its target indie rom-com audience could relate to the characters and themes around relationships and breakups. The film also provides opportunities for social interaction around its promotion and merchandise, as well as seeking to entertain viewers.
Mass communication: A critical, social scientific and cultural approach
Chapter 1: Mass Communication: A Critical Approach Chapter 15: Social Scientific and Cultural Approaches to Media Research Campbell, R., et al. (2011). Media Essentials: A Brief Introduction. Bedford/St.Martin’s. p.3-29, p.420-443
Audience theory 15th dec 2010
This is the ppt used in the lesson on Wednesday 15th December. If you were absent, you need to read through and make notes.
Prompt 3
Collective identity refers to how media representations can shape societal views of groups. Youth are often portrayed in popular media narratives of adolescence, as deviant subcultures, or as alienated from society. How audiences consume and interpret these media texts can influence their own identities and opinions of these collective groups.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Target audience
This document discusses several theories of audience reception of media texts:
1. The Hypodermic Needle Model suggests audiences passively receive information from media without questioning or processing it.
2. The Two-Step Flow theory proposes information flows from media to "opinion leaders" who then communicate it to their social groups.
3. Uses and Gratifications theory views audiences as active, choosing media to fulfill certain needs like diversion, social interaction, or information.
4. Reception Theory examines how individual factors like gender or class influence how audiences interpret and make meaning from media texts.
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3. Reception Theory recognizes that meanings encoded by producers may be decoded differently by audiences, who can have dominant, negotiated, or oppositional readings of texts. It acknowledges multiple possible interpretations.
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- Reception theory views audiences as active interpreters of media texts based on their social and cultural backgrounds, leading to varied readings of the same text.
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Beginners' guide to Powerpoint is a how to guide for using Microsoft Powerpoint as a presentation or document, including how to add text, images, video, using transitions and how to add animations, as well as some tips for design.
Demographics and psychographics
Demographic information classifies audiences by age, gender, race and other attributes and breaks them into bands based on jobs or status, as shown in a sample demographic table. While thriller movies could appeal to wide audiences, psychological thrillers may not appeal to those with lower education levels who are unemployed and would not understand the psychological aspects. Psychographics divides the market into groups based on social class, lifestyle, and personality, and the products or brands purchased reflect those characteristics and patterns of living. Thrillers can appeal to varied psychographic groups more so than other genres like rom-coms that target more specific psychographics.
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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
Audience theory slideshow
This document discusses several theories about how audiences interact with media:
1) The Hypodermic Needle Theory suggested media could passively change audiences' thinking, but it is now seen as too simplistic.
2) Uses and Gratification Theory argues audiences actively seek media to fulfill needs like diversion, social interaction, information, and identity.
3) Two Step Flow Theory proposes ideas spread from media to opinion leaders and then to the general public.
4) Reception Theory recognizes audiences actively interpret media based on social and personal factors, though encodings aim to guide interpretations.
Powerpoint To Help Task 3
The document discusses audience research and targeting audiences for media texts. It explains that producers consider the audience when planning a text to ensure it has viewers. Research methods include questionnaires, focus groups and comparing to other media. Demographics like age, gender, income level are used to categorize and target specific audience groups. Producers also consider how the audience will engage with and react to the text based on their expectations, knowledge and identification with the content.
Powerpoint To Help Task 3
The document discusses audience research and targeting audiences for media texts. It covers defining audiences through demographics like age, gender, income level. It also discusses analyzing how audiences will engage with and react to media texts based on their expectations, prior knowledge, and ability to identify with the text. Different media measure audiences in various ways like ticket/merchandise sales, downloads, viewership and ratings data. The effects of media on audiences has been modeled in different ways from the hypodermic needle model of passive audiences to two-step flow and uses and gratifications theories that see audiences as active agents.
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 theories
The document summarizes three audience theories:
1) Hypodermic Needle Theory: Audiences are seen as passive recipients who are powerlessly injected with ideas from media like a hypodermic needle.
2) Two-Step Flow Theory: Information from media flows not directly to audiences but through opinion leaders who influence others.
3) Uses and Gratifications Theory: Rather than how media affects people, it focuses on what people do with media and how they use it to fulfill personal needs like diversion, relationships, identity and surveillance.
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.
Uses and Gratifications
Uses and gratifications theory seeks to understand why people choose certain media and what needs they fulfill. It posits that individuals actively select media to meet needs like entertainment, relaxation, or social connection, rather than being passive consumers. People may use media for diversion from problems, to enhance relationships, learn about their identity, or gain useful information (surveillance). Newspapers specifically provide gratification through surveillance of relevant events, as well as enabling social interactions and conveying societal morals. Our own newspaper work should aim to gratify readers through diversion, aiding relationships, shaping identity, and supplying surveillance.
Task 3
The document discusses audience research and target audiences for media texts. It explains that producers consider whether a media text has an intended audience and conduct research like questionnaires and focus groups to understand their target audience. It also discusses categorizing audiences by demographics like age, gender, income level to shape texts to appeal to particular groups. The document outlines different ways audiences may engage with, have expectations of, and identify with media texts.
Audience theories
The document discusses four main audience theories: the hypodermic needle model, two-step flow theory, uses and gratifications theory, and reception theory. The hypodermic needle model and two-step flow theory view audiences as passive, while uses and gratifications theory sees audiences as active in choosing media to fulfill certain needs. Reception theory argues producers encode hidden messages for audiences to decode.
Audience theory
This document discusses several theories of audience:
- The Frankfurt School viewed audiences as passive, accepting media messages without question.
- The Two-Step Flow Theory proposed that opinions are influenced through opinion leaders who interpret media for others. This established audiences as active participants.
- Uses and Gratifications Theory found audiences actively consume media to fulfill personal needs like diversion, social interaction, and identity.
- Later theories expanded reasons for media use and proposed different "readings" that audiences can take, from fully accepting to opposing the preferred message.
Uses & gratification theory
Uses & Gratification Theory focuses on why people use particular media and what people do with media rather than what media does to people. It argues that people's needs influence how they use and respond to media. The theory was developed in the 1960s as media researchers became interested in what audiences did with media and how individuals actively consumed media to fulfill different needs and reasons. Blumer and Katz expanded on this theory in 1974, identifying specific purposes audiences may have for media use such as diversion, personal relationships, identity, and surveillance.
6.4 - Relationship between Producers and Audience.pptx
This document discusses the relationship between media producers and audiences. It begins by discussing how we should think about what people do with media rather than what media do to people. It then discusses two main concerns regarding how audiences engage with media texts: whether texts have a single meaning or multiple meanings, and what factors need to be considered in understanding a text's meanings. The document goes on to explain four communication theories - the hypodermic needle theory, reinforcement theory, uses and gratification theory, and two-step flow theory. It provides a brief overview of each theory, including their perspectives on audiences and influence.
Audience Research And Target Audiences
The document discusses audience research and targeting audiences for media texts. It describes how producers consider the intended audience when planning a text and conduct research like questionnaires and focus groups to understand consumption habits. They then aim to target a specific demographic by shaping the text to appeal to the habits and characteristics of that group, such as age, gender, income level. The document also discusses models for how audiences engage with and are influenced by media texts.
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.
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.
Powerpoint to help task 3
The document discusses audience research and target audiences. It covers topics like demographics, audience engagement, expectations, identification, placement, and counting audiences. It also discusses effects models like the hypodermic needle model, two-step flow theory, and uses and gratifications theory. The goal of audience research is to understand who the target audience is and how to best appeal to and reach them.
Uses and Gratifications
Uses and Gratifications theory developed by Blumler and Katz posits that audiences are active in choosing and interpreting media to fulfill certain needs rather than passively consuming media. They identified key needs that drive media use such as escapism, information, pleasure, and social comparison. The theory has five main components: audiences are active, initiative in media selection lies with audiences, media competes with other need satisfiers, goals of media use can be understood through audience self-reporting, and value judgments about media should be suspended to explore audience perspectives. The document discusses how this theory relates to understanding why audiences would consume the creator's music video product.
Audience theory
The document discusses several models of how audiences interact with and make meaning from media texts, moving from early passive models to more recent active models. It describes the hypodermic needle model, two-step flow model, uses and gratifications model, and reception theory model, noting how each successive model viewed audiences as more active and complex in their engagement with media.
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6.4 - Relationship between Producers and Audience.pptx
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Audience Notes
- 2. A media text itself has no-meaning until it is decoded by an audience.