Audience theories
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The document discusses four theories of how audiences interact with media: 1) The hypodermic needle theory suggests media directly injects messages into audiences' minds. 2) Uses and gratification theory holds that people seek out media to fulfill needs like knowledge or social interaction. 3) Reception theory proposes media producers encode messages that audiences then decode, bringing their own interpretations. 4) Two-step flow theory argues information passes from media to opinion leaders and then to broader audiences.
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20102585 umjungeun theory
The document summarizes different theories of media effects, beginning with the "bullet theory" or "hypodermic needle model." This theory suggests that media messages directly influence audiences in uniform ways. The document then discusses criticisms of the bullet theory from scholars like Lowery & De Fleur and Berger. It also discusses the Payne Fund Studies on the effects of movies on children's behavior. Finally, it provides brief examples of propaganda and the concept of "wag the dog."
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.
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This document outlines several mass communication theories: the Magic Bullet Theory which suggests media has a direct influence on audiences; the Two-Step Theory where opinion leaders influence the public; the Agenda-Setting Theory where media tells the public what issues are important; Diffusion Theory where opinion leaders spread messages to influence the masses; and Framing Theory where how an issue is presented influences choices. It provides diagrams and brief explanations of each theory and links to additional mass communication theory resources.
Agenda Setting Theory
The document discusses agenda setting theory in media, which describes how the media can influence the public agenda by determining what issues are important through intense coverage. There are two levels of agenda setting - the first influences what issues people think about, while the second decides which parts of issues are emphasized. While some are skeptical about its effects, agenda setting theory suggests that heavy media coverage of certain topics can affect public perception of what matters most and influence especially those with a high need for orientation.
Agenda Setting Theory
Agenda-setting theory posits that the news media determines the issues the public thinks are important by focusing attention on specific topics and influencing perceptions. Research by McCombs and Shaw showed strong correlations between the media agenda and public agenda on election issues, indicating the media influences what the public thinks about even if not what to think. The media sets its agenda through gatekeepers and influences those with high needs for orientation the most.
A Level Audience Theory
This is a PowerPoint about Media Studies audience theory. It involves theories such as: The Effects Model, The Uses and Gratification Theory, Reception Theory, Safety Valve Effect, The Effects Debate and The Law of Diminishing Returns.
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The document discusses media audience theory, focusing on concepts like the hypodermic needle model, uses and gratifications theory, and reception theory. It provides details on each concept, including critiques of the hypodermic needle model which sees audiences as passive, and examples of how uses and gratifications theory and reception theory see audiences as more active in making meaning. It also discusses audience segmentation models and provides quotes related to understanding audiences and conducting audience research.
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.
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20102585 umjungeun theory
The document summarizes different theories of media effects, beginning with the "bullet theory" or "hypodermic needle model." This theory suggests that media messages directly influence audiences in uniform ways. The document then discusses criticisms of the bullet theory from scholars like Lowery & De Fleur and Berger. It also discusses the Payne Fund Studies on the effects of movies on children's behavior. Finally, it provides brief examples of propaganda and the concept of "wag the dog."
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.
M6 com320 mass_commtheories
This document outlines several mass communication theories: the Magic Bullet Theory which suggests media has a direct influence on audiences; the Two-Step Theory where opinion leaders influence the public; the Agenda-Setting Theory where media tells the public what issues are important; Diffusion Theory where opinion leaders spread messages to influence the masses; and Framing Theory where how an issue is presented influences choices. It provides diagrams and brief explanations of each theory and links to additional mass communication theory resources.
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The document discusses agenda setting theory in media, which describes how the media can influence the public agenda by determining what issues are important through intense coverage. There are two levels of agenda setting - the first influences what issues people think about, while the second decides which parts of issues are emphasized. While some are skeptical about its effects, agenda setting theory suggests that heavy media coverage of certain topics can affect public perception of what matters most and influence especially those with a high need for orientation.
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Agenda-setting theory posits that the news media determines the issues the public thinks are important by focusing attention on specific topics and influencing perceptions. Research by McCombs and Shaw showed strong correlations between the media agenda and public agenda on election issues, indicating the media influences what the public thinks about even if not what to think. The media sets its agenda through gatekeepers and influences those with high needs for orientation the most.
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This is a PowerPoint about Media Studies audience theory. It involves theories such as: The Effects Model, The Uses and Gratification Theory, Reception Theory, Safety Valve Effect, The Effects Debate and The Law of Diminishing Returns.
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The document discusses media audience theory, focusing on concepts like the hypodermic needle model, uses and gratifications theory, and reception theory. It provides details on each concept, including critiques of the hypodermic needle model which sees audiences as passive, and examples of how uses and gratifications theory and reception theory see audiences as more active in making meaning. It also discusses audience segmentation models and provides quotes related to understanding audiences and conducting audience research.
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 reception theories
The hypodermic needle theory suggests that audiences passively accept media messages like being injected with a needle. Albert Bandura's Bobo doll study found that children imitated aggressive behaviors they saw on video. The uses and gratifications model sees audiences as active, using media to fulfill needs like escapism, education, and pleasure. Reception theory proposes that media producers encode messages that audiences can decode as the dominant/preferred meaning, negotiate parts they disagree with, or oppositionally reject.
Audience 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
This document discusses various concepts relating to audience in media studies, including:
- Definitions of audience in terms of location, consumption, size and subjectivity.
- Three main theories of how audiences interact with media texts - the effects model, uses and gratifications model, and reception theory.
- Key theorists who have contributed to understanding audience, such as Hall, Katz, Tunstall, and various concepts around dominant, negotiated and oppositional readings.
- Tasks for students to apply these audience theories and concepts to films, images and their own media productions.
Audince theory
This document discusses several theories for how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media influence, and cites an experiment showing media violence influencing children's behavior. It also covers cultural effects theory, reception theory which considers how audiences can understand and interpret messages differently, and uses and gratifications theory which positions audiences as actively using media to meet personal needs like identity, education, entertainment and social interaction.
Audincetheory 170328131453
This document discusses several theories about how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media messages, the uses and gratifications model which sees audiences as actively using media to fulfill needs and wants, and reception theory which examines how audiences can interpret media messages in different ways based on their own perspectives and experiences. Cultural effects theory also explores how media can shape societal values from both right-wing and left-wing viewpoints. The document provides examples and details of each theory.
Audience Theory
Audience theory examines how audiences engage with media. There are three main theories: the effects model sees audiences as passive receivers manipulated by media producers; the uses and gratifications model views audiences as active in using media to fulfill needs like diversion or social interaction; reception theory analyzes how audiences can decode messages differently from how producers encode them, either accepting, negotiating, or opposing the dominant meaning. Studying audience theory helps understand the relationship between audiences and media texts.
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.
1.3 g324 advanced portfolio
The document provides an overview of various audience theories that can be applied to media projects, including:
1. The Hypodermic Syringe Theory which views audiences as passive receivers of media messages.
2. Uses and Gratifications Theory which sees audiences as active users of media to fulfill needs and desires.
3. Reception Theory examines how audiences decode media messages through dominant, negotiated or oppositional readings.
It then discusses applying these theories to different media areas and evaluating their relevance and understanding. Key aspects of several theories are defined to help analyze how they can help understand audience relationships to media texts.
Looking back at our theoretical research
The document discusses the application of film theories in a student production. It evaluates how well various theories planned during research were applied in the final production, as well as any unexpected theories used. Key theories discussed include the auteur theory, postmodernism, hegemony, Marxism, and Maslow's hierarchy of needs. The production aimed to challenge dominant ideologies but may have unintentionally promoted some through an interview. Overall, the group is pleased they were able to appeal to their target audience and fulfill aspects of self-actualization.
Audience theory mr daley
The Hypodermic Needle Model was an early audience theory that suggested mass media could passively influence audiences like a hypodermic needle. It proposed that exposing audiences to certain messages in media (like violence) could lead them to mimic those behaviors. However, the theory lacked specificity and did not consider social or audience factors. The Two-Step Flow Theory improved on this by recognizing the role of opinion leaders in influencing passive audience members. The Uses and Gratification Theory further advanced understanding by proposing that audiences actively seek out certain media to fulfill needs, rather than passively accepting media messages. It posits that audiences interpret media based on personal factors to fulfill needs like diversion, social interaction, identity, and surveillance.
Audience theories
The document discusses several audience theories used to understand how audiences respond to media texts, including the Hypodermic Model, Encoding/Decoding Model, and Uses and Gratifications Theory. It then provides a case study analyzing a survey about the film Fight Club using these theories. The survey found the film attracted a younger male audience and most had heard positive word-of-mouth. Responses linked to theories, showing how age, gender and life experiences influence readings of media.
Audience theories
This document discusses different theories of media audiences:
1) It begins by stating that all media targets a specific audience and that everyone is part of an audience. Producers use signs and signifiers to establish a target audience.
2) There are different types of audiences: mass, niche, individual, active, and passive. Active audiences interpret media themselves while passive audiences may be more susceptible to manipulation.
3) Several audience theories are described: hypodermic needle effect theorizes direct media effects; cultivation theory suggests repeated messages shape beliefs; two-step flow recognizes opinion leaders; and uses and gratification posits that audiences use media to fulfill needs.
Audience theories
This document discusses different theories of media audiences:
1) It begins by establishing that all media has a target audience and that everyone is part of some audience. Producers use signs and signifiers to establish audiences.
2) There are different types of audiences: mass, niche, individual, active, and passive. Active audiences interpret media themselves while passive audiences may be more susceptible to manipulation.
3) Several audience theories are described: hypodermic needle effect theorizes direct media effects; cultivation theory suggests repeated messages shape beliefs; two-step flow recognizes opinion leaders; and uses and gratification posits that audiences use media to fulfill needs.
Audience investigation
The document discusses several theories of how audiences interact with and make sense of media texts:
- Uses and Gratification theory which suggests individuals choose media for purposes like entertainment, information, social relationships, and identity.
- Hypodermic Syringe Model which proposes that audiences passively absorb information without thought and are easily manipulated.
- Two Step Flow theory which argues information spreads from media to opinion leaders and then to less active associates.
- Reception Theory which finds that individuals' interpretations are shaped by their own circumstances and ideologies rather than just the text itself.
Audience theory
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
Audience theory
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
7 narrative TA - Bernd Schmid (Oxford lectures)
Hyperlinks to youtube*:
Link Slide #3: http://www.youtube.com/watch?v=4Ol3na5LDM4&t=1h2m41s
*Due to the policy of Slideshare hyperlinks don't work on the first 3 slides.
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
This document summarizes three main theories of how audiences interact with media:
1. The Effects Model sees audiences as passive and easily influenced by media messages.
2. The Uses and Gratifications Model views audiences as active, using media to meet personal needs like diversion or social comparison.
3. Reception Theory examines how audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
Eval q3
The document discusses feedback received from the target audience of teenagers aged 13-25 for a new music product. Members of the target audience provided positive feedback on the narrative concept for a music video, finding it exciting. Questionnaires were also used to understand what the target audience likes and wants, revealing interest in the proposed products. Constant feedback during the production process helped shape the products to better appeal to the target audience.
Media Evaluation Question 1
The document summarizes how the media products created for a music promotion use and develop conventions of real media products in the alternative rock genre. Specifically, the music video, magazine advertisement, and digipak incorporate the prominent use of black and white seen in other alternative rock media. Costumes, lighting, and locations in the video feature black and white. One scene in the video uses a point-of-view shot, which challenges conventions but fits the mood. The products also follow conventions like mixing narrative and band performance but feature unusual images like a doll to make them more original.
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Similar to Audience theories
Audience reception theories
The hypodermic needle theory suggests that audiences passively accept media messages like being injected with a needle. Albert Bandura's Bobo doll study found that children imitated aggressive behaviors they saw on video. The uses and gratifications model sees audiences as active, using media to fulfill needs like escapism, education, and pleasure. Reception theory proposes that media producers encode messages that audiences can decode as the dominant/preferred meaning, negotiate parts they disagree with, or oppositionally reject.
Audience 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
This document discusses various concepts relating to audience in media studies, including:
- Definitions of audience in terms of location, consumption, size and subjectivity.
- Three main theories of how audiences interact with media texts - the effects model, uses and gratifications model, and reception theory.
- Key theorists who have contributed to understanding audience, such as Hall, Katz, Tunstall, and various concepts around dominant, negotiated and oppositional readings.
- Tasks for students to apply these audience theories and concepts to films, images and their own media productions.
Audince theory
This document discusses several theories for how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media influence, and cites an experiment showing media violence influencing children's behavior. It also covers cultural effects theory, reception theory which considers how audiences can understand and interpret messages differently, and uses and gratifications theory which positions audiences as actively using media to meet personal needs like identity, education, entertainment and social interaction.
Audincetheory 170328131453
This document discusses several theories about how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media messages, the uses and gratifications model which sees audiences as actively using media to fulfill needs and wants, and reception theory which examines how audiences can interpret media messages in different ways based on their own perspectives and experiences. Cultural effects theory also explores how media can shape societal values from both right-wing and left-wing viewpoints. The document provides examples and details of each theory.
Audience Theory
Audience theory examines how audiences engage with media. There are three main theories: the effects model sees audiences as passive receivers manipulated by media producers; the uses and gratifications model views audiences as active in using media to fulfill needs like diversion or social interaction; reception theory analyzes how audiences can decode messages differently from how producers encode them, either accepting, negotiating, or opposing the dominant meaning. Studying audience theory helps understand the relationship between audiences and media texts.
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.
1.3 g324 advanced portfolio
The document provides an overview of various audience theories that can be applied to media projects, including:
1. The Hypodermic Syringe Theory which views audiences as passive receivers of media messages.
2. Uses and Gratifications Theory which sees audiences as active users of media to fulfill needs and desires.
3. Reception Theory examines how audiences decode media messages through dominant, negotiated or oppositional readings.
It then discusses applying these theories to different media areas and evaluating their relevance and understanding. Key aspects of several theories are defined to help analyze how they can help understand audience relationships to media texts.
Looking back at our theoretical research
The document discusses the application of film theories in a student production. It evaluates how well various theories planned during research were applied in the final production, as well as any unexpected theories used. Key theories discussed include the auteur theory, postmodernism, hegemony, Marxism, and Maslow's hierarchy of needs. The production aimed to challenge dominant ideologies but may have unintentionally promoted some through an interview. Overall, the group is pleased they were able to appeal to their target audience and fulfill aspects of self-actualization.
Audience theory mr daley
The Hypodermic Needle Model was an early audience theory that suggested mass media could passively influence audiences like a hypodermic needle. It proposed that exposing audiences to certain messages in media (like violence) could lead them to mimic those behaviors. However, the theory lacked specificity and did not consider social or audience factors. The Two-Step Flow Theory improved on this by recognizing the role of opinion leaders in influencing passive audience members. The Uses and Gratification Theory further advanced understanding by proposing that audiences actively seek out certain media to fulfill needs, rather than passively accepting media messages. It posits that audiences interpret media based on personal factors to fulfill needs like diversion, social interaction, identity, and surveillance.
Audience theories
The document discusses several audience theories used to understand how audiences respond to media texts, including the Hypodermic Model, Encoding/Decoding Model, and Uses and Gratifications Theory. It then provides a case study analyzing a survey about the film Fight Club using these theories. The survey found the film attracted a younger male audience and most had heard positive word-of-mouth. Responses linked to theories, showing how age, gender and life experiences influence readings of media.
Audience theories
This document discusses different theories of media audiences:
1) It begins by stating that all media targets a specific audience and that everyone is part of an audience. Producers use signs and signifiers to establish a target audience.
2) There are different types of audiences: mass, niche, individual, active, and passive. Active audiences interpret media themselves while passive audiences may be more susceptible to manipulation.
3) Several audience theories are described: hypodermic needle effect theorizes direct media effects; cultivation theory suggests repeated messages shape beliefs; two-step flow recognizes opinion leaders; and uses and gratification posits that audiences use media to fulfill needs.
Audience theories
This document discusses different theories of media audiences:
1) It begins by establishing that all media has a target audience and that everyone is part of some audience. Producers use signs and signifiers to establish audiences.
2) There are different types of audiences: mass, niche, individual, active, and passive. Active audiences interpret media themselves while passive audiences may be more susceptible to manipulation.
3) Several audience theories are described: hypodermic needle effect theorizes direct media effects; cultivation theory suggests repeated messages shape beliefs; two-step flow recognizes opinion leaders; and uses and gratification posits that audiences use media to fulfill needs.
Audience investigation
The document discusses several theories of how audiences interact with and make sense of media texts:
- Uses and Gratification theory which suggests individuals choose media for purposes like entertainment, information, social relationships, and identity.
- Hypodermic Syringe Model which proposes that audiences passively absorb information without thought and are easily manipulated.
- Two Step Flow theory which argues information spreads from media to opinion leaders and then to less active associates.
- Reception Theory which finds that individuals' interpretations are shaped by their own circumstances and ideologies rather than just the text itself.
Audience theory
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
Audience theory
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
7 narrative TA - Bernd Schmid (Oxford lectures)
Hyperlinks to youtube*:
Link Slide #3: http://www.youtube.com/watch?v=4Ol3na5LDM4&t=1h2m41s
*Due to the policy of Slideshare hyperlinks don't work on the first 3 slides.
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
This document summarizes three main theories of how audiences interact with media:
1. The Effects Model sees audiences as passive and easily influenced by media messages.
2. The Uses and Gratifications Model views audiences as active, using media to meet personal needs like diversion or social comparison.
3. Reception Theory examines how audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
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More from Thomas Hall
Eval q3
The document discusses feedback received from the target audience of teenagers aged 13-25 for a new music product. Members of the target audience provided positive feedback on the narrative concept for a music video, finding it exciting. Questionnaires were also used to understand what the target audience likes and wants, revealing interest in the proposed products. Constant feedback during the production process helped shape the products to better appeal to the target audience.
Media Evaluation Question 1
The document summarizes how the media products created for a music promotion use and develop conventions of real media products in the alternative rock genre. Specifically, the music video, magazine advertisement, and digipak incorporate the prominent use of black and white seen in other alternative rock media. Costumes, lighting, and locations in the video feature black and white. One scene in the video uses a point-of-view shot, which challenges conventions but fits the mood. The products also follow conventions like mixing narrative and band performance but feature unusual images like a doll to make them more original.
Media audience theories
1) Graham Burton's grouping theory suggests that audiences are grouped based on their relationship to and tastes in certain media genres, such as fans of horror movies or rap music.
2) Uses and gratifications theory proposes that audiences use media to fulfill needs like diversion, personal relationships, personal identity, and surveillance.
3) Richard Dyer's utopian solutions theory posits that audiences are drawn to media that offers compensation for inadequacies in their own lives by portraying idealized versions of social interaction and problem-solving.
Consumption habits of music videos
Music videos are primarily consumed in three ways - actively searching for them on platforms like YouTube, passively viewing them in public places like restaurants that play music videos, and passively having them play in people's homes on music channels or websites like YouTube. They are watched at home the most, followed by clubs and bars where they help set the mood. Music videos can be actively searched for a specific one or passively encountered while music is playing as background in various places.
Typical conventions of the alternative music video
The document discusses some typical conventions of alternative music videos and album covers compared to mainstream ones. It notes that alternative costumes are more symbolic of the music's feelings rather than trendy, and album covers rely more on symbolic or random images than glorifying a lifestyle. Alternative music video settings are also more "down to earth" than optimistic depictions of happiness seen in mainstream videos. The document states these conventions will need to be incorporated into the production of the author's own alternative music video and album cover.
Stylistic influences
Oren Peli is Thomas Hall's favorite director known for the Paranormal Activity franchise. Peli shoots his films in a documentary style on low budgets without long shooting schedules or scripts. Actors improvise based on outlines to create natural dialogue. This technique aims to focus on believability over action and increases plausibility by keeping the camera stationary on a tripod, making the audience feel more invested. Thomas was influenced by Paranormal Activity's realism from its small budget that avoided big CGI and gave it a real feel, along with treating the camera like another person there to make the viewer feel like they are in the movie itself.
Questionnaire
Thomas Hall is conducting a questionnaire to inform his movie research. He wants to understand what genres, styles, and stories appeal most to his target audience. The questions will help him determine what his movie should be about and how it should be filmed. Respondents are asked about their movie watching habits and preferences, including favorite genres, where they see movie ads, and how often they go to the cinema.
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Typical conventions of the alternative music video
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In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores.
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Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
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Pakdata Cf is a groundbreaking system designed to streamline and facilitate access to CNIC information. This innovative platform leverages advanced technology to provide users with efficient and secure access to their CNIC details.
みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
ここ3000字までしか入らないけどタイトルの方がたくさん文字入ると思います。
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Maruthi Prithivirajan, Head of ASEAN & IN Solution Architecture, Neo4j
Get an inside look at the latest Neo4j innovations that enable relationship-driven intelligence at scale. Learn more about the newest cloud integrations and product enhancements that make Neo4j an essential choice for developers building apps with interconnected data and generative AI.
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* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
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* Best practices and optimization strategies
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#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
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みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
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Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Audience theories
- 1. Audience Theories By Thomas Hall
- 2. Hypodermic needle/ Magic bullet theory . The hypodermic needle theory is basically the theory that the media “Injects” the information and message directly into the heads of the intended audience, who absorb the message in it’s entirety. The use of the words “hypodermic needle” makes the the person think of a direct injection of the information, which is what the theory is all about.
- 3. Uses and gratifications theory . The uses and gratifications theory is about how people search for certain media types that will appeal to or please the need for more knowledge, social interaction or diversion/ escapism. These are the more common reasons in which people use the media for in this theory.
- 4. Reception theory . The reception theory is basically the idea that the producers/directors/ editors “encode” a film, which includes certain codes and conventions which the audience then “decodes” and dissects this film, however the eventual decoding of the film may end up with a new look/ view on the film which was not intended by the directors etc. The decoding sequence can often be altered dramatically by the age, class, gender and ethnicity.
- 5. Two-step flow theory . The two-step flow theory Is based on the idea that information and messages from the media do not “flow” directly to the audience, the first pass through people called “Opinion leaders” who first the media goes through, which is then “programmed” with messages and opinions which then flows to the target audience.