Audience theories
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The document summarizes several communication theories: 1) The two step flow theory describes how information spreads from media to opinion leaders to the general public with the opinion leaders' interpretations. 2) Cultivation theory examines how heavy TV viewing shapes peoples' beliefs about social reality to reflect what is portrayed on TV. 3) Reception theory focuses on how individual readers interpret and make meaning from texts. 4) Uses and gratifications model identifies needs (diversion, identity, information, companionship) that audiences actively use media to fulfill.
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Hypodermic Needle Theory
The hypodermic needle theory suggests that the media has a direct and powerful effect on passive audiences by "injecting" ideas and views. It was popular in the 1940s-1950s when radio, TV, and ads first became widespread and were thought to influence behavior. The theory says the audience is powerless to resist media messages and will believe anything they see or hear. However, it is now seen as outdated since audiences are more media-literate and able to reject messages critically rather than just accepting everything passively.
Hypodermic needle theory !
The hypodermic needle model of communication, also known as the magic bullet theory, suggests that media messages have a direct and uniform effect on passive audiences similar to injecting a hypodermic needle (i.e. direct injection). This model from the 1930s views audiences as directly influenced by media messages without personal interpretation. However, Katz and Lazarsfeld's two-step flow of communication model from 1955 found that media messages are often interpreted by opinion leaders in social groups before reaching others, challenging the notion of direct media effects.
The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct, powerful, and immediate effect on passive audiences. It views audiences as unable to resist media messages that are injected into them, influencing their beliefs and behaviors. This theory was prevalent in the 1940s-1950s but is now seen as outdated, as audiences are not purely passive and can reject messages. A famous example was a 1938 radio broadcast about a Martian invasion that some listeners initially believed was real news.
Hypodermic needle theory
The document discusses several theories of audience reception of media:
1) The hypodermic needle theory suggests audiences passively receive ideas injected by media without mediation.
2) The two-step flow model proposes ideas spread from media to opinion leaders then the wider population.
3) Uses and gratifications theory views audiences as active, consuming media to fulfill different needs like diversion, relationships, identity and surveillance. Blumer and Katz expanded on four functions identified by Wright Mills.
Hypodermic needle
The document discusses the hypodermic needle theory of mass communication, which suggests that media messages are directly injected into passive audiences, immediately influencing them. It notes that this theory from the 1930s is now considered outdated. The two-step flow model is presented as an alternative, in which opinion leaders influence the public rather than direct media effects. Lasswell's communication formula is also described as analyzing the basic questions of who communicates what through which channel to whom with what effect.
Magic bullet theory (assignment based)
This theory is based on media's direct effect on Pakistani society. It is an assignment based presentation.
Hypodermic needle
The hypodermic needle theory from the 1940s-1950s suggested that mass media had a direct and powerful influence on audiences by "injecting" them with messages that would trigger desired responses. It viewed audiences as passive receivers who uncritically accepted whatever messages they were exposed to via radio, television, advertising, and propaganda. This theory is now considered outdated as later research found that audiences interact with media in more complex ways and are not uniformly influenced. The radio broadcast of "War of the Worlds" led some listeners to mistakenly believe the fictional story of a Martian invasion was real news, demonstrating how early audiences may have passively accepted media messages. However, the hypodermic needle theory fails to account for differences
Hypodermic Needle Theory
The hypodermic needle theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior by "injecting" them with messages designed to elicit a specific response. It views audiences as passive receivers who uncritically accept media messages. However, the theory is now considered outdated and invalid because it fails to account for variability in how people consume and interpret media messages.
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Hypodermic Needle Theory
The hypodermic needle theory suggests that the media has a direct and powerful effect on passive audiences by "injecting" ideas and views. It was popular in the 1940s-1950s when radio, TV, and ads first became widespread and were thought to influence behavior. The theory says the audience is powerless to resist media messages and will believe anything they see or hear. However, it is now seen as outdated since audiences are more media-literate and able to reject messages critically rather than just accepting everything passively.
Hypodermic needle theory !
The hypodermic needle model of communication, also known as the magic bullet theory, suggests that media messages have a direct and uniform effect on passive audiences similar to injecting a hypodermic needle (i.e. direct injection). This model from the 1930s views audiences as directly influenced by media messages without personal interpretation. However, Katz and Lazarsfeld's two-step flow of communication model from 1955 found that media messages are often interpreted by opinion leaders in social groups before reaching others, challenging the notion of direct media effects.
The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct, powerful, and immediate effect on passive audiences. It views audiences as unable to resist media messages that are injected into them, influencing their beliefs and behaviors. This theory was prevalent in the 1940s-1950s but is now seen as outdated, as audiences are not purely passive and can reject messages. A famous example was a 1938 radio broadcast about a Martian invasion that some listeners initially believed was real news.
Hypodermic needle theory
The document discusses several theories of audience reception of media:
1) The hypodermic needle theory suggests audiences passively receive ideas injected by media without mediation.
2) The two-step flow model proposes ideas spread from media to opinion leaders then the wider population.
3) Uses and gratifications theory views audiences as active, consuming media to fulfill different needs like diversion, relationships, identity and surveillance. Blumer and Katz expanded on four functions identified by Wright Mills.
Hypodermic needle
The document discusses the hypodermic needle theory of mass communication, which suggests that media messages are directly injected into passive audiences, immediately influencing them. It notes that this theory from the 1930s is now considered outdated. The two-step flow model is presented as an alternative, in which opinion leaders influence the public rather than direct media effects. Lasswell's communication formula is also described as analyzing the basic questions of who communicates what through which channel to whom with what effect.
Magic bullet theory (assignment based)
This theory is based on media's direct effect on Pakistani society. It is an assignment based presentation.
Hypodermic needle
The hypodermic needle theory from the 1940s-1950s suggested that mass media had a direct and powerful influence on audiences by "injecting" them with messages that would trigger desired responses. It viewed audiences as passive receivers who uncritically accepted whatever messages they were exposed to via radio, television, advertising, and propaganda. This theory is now considered outdated as later research found that audiences interact with media in more complex ways and are not uniformly influenced. The radio broadcast of "War of the Worlds" led some listeners to mistakenly believe the fictional story of a Martian invasion was real news, demonstrating how early audiences may have passively accepted media messages. However, the hypodermic needle theory fails to account for differences
Hypodermic Needle Theory
The hypodermic needle theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior by "injecting" them with messages designed to elicit a specific response. It views audiences as passive receivers who uncritically accept media messages. However, the theory is now considered outdated and invalid because it fails to account for variability in how people consume and interpret media messages.
Audience theories hypodermic Needle Model
The Hypodermic Needle Model theory from the 1920s-1930s viewed audiences as passive receivers of media messages. It claimed the media could directly inject ideas into people's minds like a needle, making them think and act in certain ways without question. However, the theory was criticized and found to be outdated. Studies showed that personal communication and individual choice influenced people more than media alone. While some early broadcasts, like Orson Welles' 1938 "War of the Worlds," supported the theory by causing panic, it did not reflect how audiences interacted with media over the long term.
Hypodermic needle theory
The document discusses the hypodermic needle theory of mass communication. It was proposed in the 1930s and suggests that media messages directly influence passive audiences like injections from a needle. Katz and Lazarsfeld argued this theory was too simplistic and proposed the two-step flow model, where opinion leaders influence audiences. The document also discusses the Lasswell formula for communication research and concludes different individuals respond differently to the same media messages.
Hypodermic needle model
The hypodermic needle model is a communications model from the 1930s that suggests audiences passively receive information transmitted through media without processing or challenging it. The model holds that an intended message is directly received and wholly accepted by the receiver. It suggests audiences are manipulated by media creators and their behavior and thinking can be easily changed. The model considers audiences to be passive and homogeneous.
Communication theories
The document discusses several theories of communication:
1. It outlines 6 Western communication theories including the Lasswell model, Shannon and Weaver model, and Osgood and Schramm model.
2. It then covers 4 Indian communication theories including Bharata Muni's theory of 9 permanent moods and 9 rasas (aesthetic pleasures), the Hindu philosophical view, and the Buddhist theory focusing on how the receiver finds meaning.
3. The theories examine aspects of communication such as information transmission, encoding/decoding, social control, power relationships, and finding inner meaning/truth.
HA9 Task 1
The document discusses several communication theories:
- The Hypodermic Needle Model suggests messages are directly received and wholly accepted without processing.
- The Inoculation Model builds tolerance to social behaviors from an early age through small exposures like vaccines.
- The Two-Step Flow Model proposes ideas spread from media to opinion leaders to the general public.
- Uses & Gratifications Theory focuses on what people do with media and their own choices rather than media control.
- Reception Theory examines how readers personally interpret and respond to literary or media texts.
Communication Theories(With Corrections)
This document discusses the history and development of communication theories. It describes how communication theories first emerged in the 1930s as countries consolidated power and leaders focused on communication and its role in society. Marxist theories viewed messages from powerful groups as a way to increase control and saw mass media used for similar purposes. The document also discusses the psychology school's view that mass media provides a perspective or agenda but does not fully control people's thoughts and feelings. Current theories recognize society and culture play a role beyond just media influences in shaping ideas.
7. mass communication theory
The document provides an overview of several mass communication theories, beginning with the hypodermic needle theory. This theory proposed that media had a direct and powerful effect on passive audiences. However, the two-step flow theory later emerged from election studies, finding that opinion leaders and interpersonal communication were more influential than direct media effects. This led to the two-step flow model, where information spreads from media to opinion leaders and then to less active individuals.
Living in a Media World
Mass media communication allows for engagement through non-traditional media channels. News of Michael Jackson's death was first reported by TMZ.com, not conventional media outlets. Mass communication involves sending messages to a large, mixed audience through technology. It has traditionally allowed limited feedback but opportunities for feedback are growing with new media. Key players in mass communication include the sender, message, channel, and receiver.
Audiences theories #
This document discusses audiences for media texts and different audience theories. It defines an audience as people who consume media, and identifies three types of audiences: mass, niche, and individual. The document then outlines several theories about how audiences receive and interpret media messages, including hypodermic needle theory, cultivation theory, two-step flow theory, and reception theory.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the real world.
An Overview of Communication Theories
This document provides an overview of major communication theories developed since the early 20th century. It discusses early theories like rhetorical theory and symbolic interaction theory. It then covers research in the 1930s-40s that studied the effects of media like film, radio and newspapers. This led to theories around two-step flow of communication, uses and gratifications, and limited effects of media. The document also summarizes cognitive dissonance theory, agenda setting theory, spiral of silence theory, cultivation theory, dependency theory and other influential communication theories.
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.
Hypodermic syringe model
The hypodermic syringe model suggests that mass media has a direct and powerful effect on passive audiences by "injecting" them with messages. It views audiences as unable to resist media influence. The model was influenced by the rise of radio and TV, advertising/propaganda, and Hitler's use of media. The 1938 "War of the Worlds" radio broadcast, which caused a panic after people believed the fictional Martian invasion was real, became a classic example of the model's effects on a supposedly passive public.
The Hypodermic Needle Model
A presentation which looks at the way in which the hypodermic needle model presents information to audiences.
Audience research
The hypodermic needle model suggests that media messages are directly injected into passive audiences, immediately influencing them without their ability to resist. This theory was exemplified by the 1938 War of the Worlds radio broadcast causing a wave of panic. The uses and gratifications model counters this by focusing on how audiences actively use media to fulfill cognitive needs for knowledge, affective needs for emotions, personal integrative needs for self-esteem, social integrative needs for social interaction, and tension-free needs for escapism.
The hypodermic needle theory
The hypodermic needle theory proposed in the 1930s suggested that mass media had a direct, powerful, and immediate effect on passive audiences. It was based on the assumptions of the time when radio and films were the only media and all received the same messages. During World War II, the theory was supported by the Nazi use of propaganda to influence the German public. However, the theory is now largely disregarded because media and audiences have changed dramatically with new technologies allowing people more choice and interaction with information. While outdated, the hypodermic needle theory was an early attempt to understand media effects.
Theories on mass communication
The "Hypodermic theory" assumed that mass media had a powerful and direct effect on audiences. It suggested that media could uniformly influence large groups by "injecting" them with targeted messages designed to trigger a desired response. This theory, which was popular in the 1940s-1950s, viewed audiences as powerless against media messages that could allegedly cause instant reactions without hesitation. While influential at the time, the theory is now criticized for ignoring audience interpretation and agency.
Hypodermic syringe model
The document discusses the Hypodermic Syringe Model of media effects, which suggests that audiences passively receive "injections" of ideas from media like intravenous injections. According to this model, vulnerable groups like youth are most susceptible to influence. While media can influence actions, audiences also decide whether to accept ideas. The model was demonstrated in 1938 during the panic caused by Orson Welles' radio broadcast of "The War of the Worlds". For a coursework, this model could be applied by portraying how disputes in society lead to violence or through the idea of an "underworld".
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This document discusses frequency division multiple access (FDMA). It begins by introducing multiple access schemes that allow many users to share radio spectrum resources simultaneously without interference. It then describes FDMA as the basic technology used in early analog cellular systems like AMPS. FDMA assigns each user its own narrow frequency channel. It requires guard bands between channels to prevent interference and the number of channels is determined by the total bandwidth and guard band width. Common applications of FDMA mentioned include walkie talkies, mobile networks, and radio broadcasting. The document lists advantages as simple operations without need for synchronization but disadvantages as inability to receive multiple transmissions simultaneously and need for expensive bandpass filters.
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Audience theories hypodermic Needle Model
The Hypodermic Needle Model theory from the 1920s-1930s viewed audiences as passive receivers of media messages. It claimed the media could directly inject ideas into people's minds like a needle, making them think and act in certain ways without question. However, the theory was criticized and found to be outdated. Studies showed that personal communication and individual choice influenced people more than media alone. While some early broadcasts, like Orson Welles' 1938 "War of the Worlds," supported the theory by causing panic, it did not reflect how audiences interacted with media over the long term.
Hypodermic needle theory
The document discusses the hypodermic needle theory of mass communication. It was proposed in the 1930s and suggests that media messages directly influence passive audiences like injections from a needle. Katz and Lazarsfeld argued this theory was too simplistic and proposed the two-step flow model, where opinion leaders influence audiences. The document also discusses the Lasswell formula for communication research and concludes different individuals respond differently to the same media messages.
Hypodermic needle model
The hypodermic needle model is a communications model from the 1930s that suggests audiences passively receive information transmitted through media without processing or challenging it. The model holds that an intended message is directly received and wholly accepted by the receiver. It suggests audiences are manipulated by media creators and their behavior and thinking can be easily changed. The model considers audiences to be passive and homogeneous.
Communication theories
The document discusses several theories of communication:
1. It outlines 6 Western communication theories including the Lasswell model, Shannon and Weaver model, and Osgood and Schramm model.
2. It then covers 4 Indian communication theories including Bharata Muni's theory of 9 permanent moods and 9 rasas (aesthetic pleasures), the Hindu philosophical view, and the Buddhist theory focusing on how the receiver finds meaning.
3. The theories examine aspects of communication such as information transmission, encoding/decoding, social control, power relationships, and finding inner meaning/truth.
HA9 Task 1
The document discusses several communication theories:
- The Hypodermic Needle Model suggests messages are directly received and wholly accepted without processing.
- The Inoculation Model builds tolerance to social behaviors from an early age through small exposures like vaccines.
- The Two-Step Flow Model proposes ideas spread from media to opinion leaders to the general public.
- Uses & Gratifications Theory focuses on what people do with media and their own choices rather than media control.
- Reception Theory examines how readers personally interpret and respond to literary or media texts.
Communication Theories(With Corrections)
This document discusses the history and development of communication theories. It describes how communication theories first emerged in the 1930s as countries consolidated power and leaders focused on communication and its role in society. Marxist theories viewed messages from powerful groups as a way to increase control and saw mass media used for similar purposes. The document also discusses the psychology school's view that mass media provides a perspective or agenda but does not fully control people's thoughts and feelings. Current theories recognize society and culture play a role beyond just media influences in shaping ideas.
7. mass communication theory
The document provides an overview of several mass communication theories, beginning with the hypodermic needle theory. This theory proposed that media had a direct and powerful effect on passive audiences. However, the two-step flow theory later emerged from election studies, finding that opinion leaders and interpersonal communication were more influential than direct media effects. This led to the two-step flow model, where information spreads from media to opinion leaders and then to less active individuals.
Living in a Media World
Mass media communication allows for engagement through non-traditional media channels. News of Michael Jackson's death was first reported by TMZ.com, not conventional media outlets. Mass communication involves sending messages to a large, mixed audience through technology. It has traditionally allowed limited feedback but opportunities for feedback are growing with new media. Key players in mass communication include the sender, message, channel, and receiver.
Audiences theories #
This document discusses audiences for media texts and different audience theories. It defines an audience as people who consume media, and identifies three types of audiences: mass, niche, and individual. The document then outlines several theories about how audiences receive and interpret media messages, including hypodermic needle theory, cultivation theory, two-step flow theory, and reception theory.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the real world.
An Overview of Communication Theories
This document provides an overview of major communication theories developed since the early 20th century. It discusses early theories like rhetorical theory and symbolic interaction theory. It then covers research in the 1930s-40s that studied the effects of media like film, radio and newspapers. This led to theories around two-step flow of communication, uses and gratifications, and limited effects of media. The document also summarizes cognitive dissonance theory, agenda setting theory, spiral of silence theory, cultivation theory, dependency theory and other influential communication theories.
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.
Hypodermic syringe model
The hypodermic syringe model suggests that mass media has a direct and powerful effect on passive audiences by "injecting" them with messages. It views audiences as unable to resist media influence. The model was influenced by the rise of radio and TV, advertising/propaganda, and Hitler's use of media. The 1938 "War of the Worlds" radio broadcast, which caused a panic after people believed the fictional Martian invasion was real, became a classic example of the model's effects on a supposedly passive public.
The Hypodermic Needle Model
A presentation which looks at the way in which the hypodermic needle model presents information to audiences.
Audience research
The hypodermic needle model suggests that media messages are directly injected into passive audiences, immediately influencing them without their ability to resist. This theory was exemplified by the 1938 War of the Worlds radio broadcast causing a wave of panic. The uses and gratifications model counters this by focusing on how audiences actively use media to fulfill cognitive needs for knowledge, affective needs for emotions, personal integrative needs for self-esteem, social integrative needs for social interaction, and tension-free needs for escapism.
The hypodermic needle theory
The hypodermic needle theory proposed in the 1930s suggested that mass media had a direct, powerful, and immediate effect on passive audiences. It was based on the assumptions of the time when radio and films were the only media and all received the same messages. During World War II, the theory was supported by the Nazi use of propaganda to influence the German public. However, the theory is now largely disregarded because media and audiences have changed dramatically with new technologies allowing people more choice and interaction with information. While outdated, the hypodermic needle theory was an early attempt to understand media effects.
Theories on mass communication
The "Hypodermic theory" assumed that mass media had a powerful and direct effect on audiences. It suggested that media could uniformly influence large groups by "injecting" them with targeted messages designed to trigger a desired response. This theory, which was popular in the 1940s-1950s, viewed audiences as powerless against media messages that could allegedly cause instant reactions without hesitation. While influential at the time, the theory is now criticized for ignoring audience interpretation and agency.
Hypodermic syringe model
The document discusses the Hypodermic Syringe Model of media effects, which suggests that audiences passively receive "injections" of ideas from media like intravenous injections. According to this model, vulnerable groups like youth are most susceptible to influence. While media can influence actions, audiences also decide whether to accept ideas. The model was demonstrated in 1938 during the panic caused by Orson Welles' radio broadcast of "The War of the Worlds". For a coursework, this model could be applied by portraying how disputes in society lead to violence or through the idea of an "underworld".
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This document discusses frequency division multiple access (FDMA). It begins by introducing multiple access schemes that allow many users to share radio spectrum resources simultaneously without interference. It then describes FDMA as the basic technology used in early analog cellular systems like AMPS. FDMA assigns each user its own narrow frequency channel. It requires guard bands between channels to prevent interference and the number of channels is determined by the total bandwidth and guard band width. Common applications of FDMA mentioned include walkie talkies, mobile networks, and radio broadcasting. The document lists advantages as simple operations without need for synchronization but disadvantages as inability to receive multiple transmissions simultaneously and need for expensive bandpass filters.
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Similar to Audience theories
Theory
The document summarizes several media theories:
1) The Hypodermic Needle Theory suggests that mass media can directly influence large groups of people uniformly by delivering targeted messages to trigger desired responses. An example was the 1938 "War of the Worlds" radio broadcast that caused a panic.
2) The Inoculation Theory proposes that exposing people to weak arguments beforehand makes them more resistant to stronger persuasive messages later.
3) The Two Step Theory argues that media information moves in two stages - first to opinion leaders who then pass on their own interpretations to influence others they are similar to.
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
Introduction to communication theory
Designed for 2nd year college students at ISEG school in Lyon, France, this course ( about 2 hours when delivered with examples) is a summary of major communication theories
Evolution of Communication Theories.pptx
In this presentation we will learn ‘’ Evolution of Communication Theories’’ Before starting this we are discussing about basic communication and communication theories.
Communication: Communication is simply the act of transferring information from one place, person or group to another.
Communication theories: Communication theory is a proposed description of communication phenomena, the relationships among them, a storyline describing these relationships, and an argument for these three elements. Communication theory provides a way of talking about and analyzing key events, processes, and commitments that together form communication
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.
Media audiences
Abraham Maslow proposed a hierarchy of needs consisting of basic physiological needs at the bottom level, followed by safety needs, love and belonging needs, esteem needs, and self-actualization needs at the top. Once lower level needs are met, people can focus on achieving higher level needs. Early media effects theories viewed audiences as passive, such as the hypodermic needle model which suggested media could directly "inject" ideas into passive audiences. Later theories saw audiences as more active, such as uses and gratifications theory which proposes audiences actively select media to fulfill social and psychological needs.
Audience theories
The document summarizes several audience theories:
1) Cultivation theory suggests that heavy media and television viewers are more likely to have their attitudes and beliefs influenced by what they see.
2) Two-step flow theory proposes that media messages are less influential than personal communication, with opinion leaders receiving information from media and passing it to others.
3) Hypodermic needle model views the audience as passive and powerless to resist direct media messaging.
Media Theorists
Uses and Gratification theory proposes that people actively seek out specific media to satisfy certain needs. It was originally introduced by Lasswell in 1948 and further developed by Katz, Blumler and Gurevitch in the 1970s to include components like an active audience and audience-initiated media choices. The Hypodermic Needle Model viewed audiences as passive and unable to resist media messages that were directly "injected" into their minds. The 2 Step Flow Model suggests ideas spread from mass media to opinion leaders and then to the wider population, so media effects are indirect through personal influence. Semiotics, pioneered by Saussure, studies signs and their meanings, focusing on the signifier/signified relationship and
Audience Theory
A2 Media Theory
Hypodermic Needle, Cultivation, Two-Step Flow, Uses and Gratification, Reception Analysis.
dependency theory and Uuses and gratification
The document discusses two media theories: Uses and Gratifications Approach and Dependency Theory. The Uses and Gratifications Approach, introduced in the 1970s, views audiences as active users who seek out specific media and content to fulfill personal needs and gratifications. Dependency Theory, developed in 1976, proposes that people in modern societies rely on mass media for information needed to make daily decisions, and dependence increases as media serves more needs. Both theories are evaluated based on criteria like logic, consistency, testability, and simplicity.
uses and grats and dependency theory
The document discusses two media theories: Uses and Gratifications Approach and Dependency Theory. The Uses and Gratifications Approach, introduced in the 1970s, views audiences as active users who seek out specific media and content to fulfill personal needs and gratifications. Dependency Theory, developed in 1976, proposes that people in modern societies rely on mass media for information needed to make daily decisions, and dependence increases as media provides more central functions. Both theories are evaluated based on criteria like logic, consistency, testability, and simplicity, though they have also received some criticism for assuming audiences are completely active without media influence.
Media audiences
1) Maslow's hierarchy of needs proposes that people must have their basic physiological and safety needs met before pursuing higher needs like belonging, esteem, and self-actualization. Early media theories viewed audiences as passive and easily influenced.
2) The hypodermic syringe model saw audiences as passive receivers of media messages. Cultivation theory also viewed audiences passively, suggesting repeated exposure shapes attitudes.
3) Later, more active audience theories emerged. Two-step flow theory and uses and gratifications propose audiences actively select media to fulfill needs, not passively accept messages. Reception analysis adds that personal experiences shape how media is interpreted.
Media audience theories
The document summarizes several theories of media effects on audiences:
1) The Hypodermic Syringe Model sees media as having a direct, strong effect on passive audiences, especially young people.
2) Reception Analysis Theory argues audiences interpret media based on their background and can have three types of readings: dominant, oppositional, or negotiated.
3) Uses and Gratifications Model views audiences as active in using media to fulfill needs like escapism or information gathering.
4) Selective Filter Model claims media only affects audiences if the message is exposed to, perceived by, and retained in memory.
5) Two-Step Flow Model suggests opinions in media are influenced by "opinion
Mass communication theories
The document discusses several mass communication theories:
1) Spiral of silence theory explains how people remain silent when they feel their views are in the minority due to fear of isolation.
2) Two-step flow theory describes how information from media moves in two stages from opinion leaders to the general public.
3) Cultivation theory suggests that heavy television viewers' perceptions of social reality are influenced by what they see on television.
AUDIENCE THEORY
The document discusses several theories related to audiences and media studies:
1) Maslow's Hierarchy of Needs proposes that humans have physiological, safety, love, esteem, and self-actualization needs that must be met.
2) Passive audience theory suggests that media can directly "inject" ideas and beliefs into audiences who passively accept messages.
3) Cultivation theory argues that prolonged TV watching can shape viewers' perceptions of social reality through repetitive exposure to certain ideas.
4) Two-step flow theory posits that media messages pass from media to opinion leaders and then to the general public rather than directly to audiences.
Media theories and_their_relevance_to_co
This document discusses several media theories and their relevance to communication practice. It begins by discussing indigenous media or folk media, which refers to traditional means of mass communication used by ancient communities, such as drums, dances, and paintings. The Magic Bullet Theory is relevant here, as indigenous audiences are directly influenced by these media. It then discusses traditional print and broadcast media, noting the Cultivation Theory, which posits that heavy exposure to media shapes audiences' views of social reality. The document emphasizes that understanding media theories is important for communication students and practitioners to effectively reach and influence audiences.
Media theories and_their_relevance_to_co
This document discusses several media theories and their relevance to communication practice. It begins by discussing indigenous media or folk media, which refers to traditional means of mass communication used by ancient communities, such as drums, dances, and paintings. The Magic Bullet Theory is relevant here, as indigenous audiences are directly influenced by these media. It then discusses traditional print and broadcast media, noting the Cultivation Theory, which posits that heavy exposure to media shapes audiences' views of social reality. The document emphasizes that understanding media theories is important for communication students and practitioners to effectively reach and influence audiences.
theory paradigm & model
1. There are three major paradigms in communication theory: positivistic, interpretive, and critical. The positivistic paradigm views reality as objective, the interpretive sees it as subjective, and the critical sees reality as constructed by powerful groups.
2. Theories can be approached deductively, from general propositions to specific hypotheses, or inductively, from observations to generalized conclusions. Models are simplified representations of phenomena that show relationships between elements.
3. Linear models depict communication as a one-way transmission process, while interactive models see it as a mutual exchange and transactional models emphasize the interdependence of message formulation, interpretation, and exchange.
Multi step flow theory
The multi-step flow theory proposes that ideas flow from mass media to opinion leaders and are then distributed more widely to the population, rather than the mass media directly influencing the public. It suggests communication flows through multiple "channels" with opinion leaders influencing others by interpreting information for them before it reaches the target audience. The theory depicts the flow of information as multi-step, with opinion leaders able to influence and be influenced by receivers in a two-way process, and notes the limitations of assuming direct influence from mass media.
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Audience theories
- 2. The two step flow is a theory which as it suggests in the name, consists of two steps. The first opinion-leader will get information from an influential media source and then the second opinion-leader will pass along this information to others (could be a friend or a member of family) but with their interpretation. Katz & Lazarsfeld; 1940’s
- 3. Cultivation theory examines the long-term effects of television. The primary proposition of cultivation theory states that the more time people spend 'living' in the television world, the more likely they are to believe social reality portrayed on television.
- 4. Reception theory is a version of reader response literary theory that emphasizes each particular reader's reception or interpretation in making meaning from a literary text. Reception theory is generally referred to as audience reception in the analysis of communications models.
- 5. Passive: Easily manipulated Compliant Weak willed Followers Controlled Dominated Active: Engaged Involved Responsive In control Free willed
- 6. This is a linear communication theory which suggests that media messages are injected directly into the brains of a passive audience. It suggests we are all the same and all respond to media in the same way.
- 7. Blumler and Katz (1974) developed the Uses and Gratifications model to identify the four needs that were fulfilled by viewing television. The theory suggests that media audiences make active use of the media in order to fulfil their needs. Diversion/Entertainment Taking you away from your own problems and your own world for a while (escapism). Personal Identity Comparing yourself to the characters on television. Surveillance/Information Helping you to get knowledge about the world and how it works. Personal Companionship Getting involved with the characters as if they are real, wanting to find out what happens in their lives; also having something to talk about with other people.