Audience theories
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This document discusses several media audience theories: the Hypodermic Syringe Model which argues media content directly influences viewers without their awareness; Cultivation Theory which claims frequent TV watching shapes one's view of reality; and Desensitization Theory which proposes that repeated exposure to media violence can desensitize viewers. It also covers the Copycat Model about media influencing consumerism; Two Step Flow Theory about influencers shaping others' actions; and Uses and Gratifications Theory about audiences actively seeking media to fulfill needs like diversion or relationships.
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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.
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.
Audience Models
The document discusses audience theory, including passive and active audience models. It describes Maslow's hierarchy of needs and how media texts can aim to fulfill different needs. It also covers primary and secondary audience research methods and the hypodermic and uses and gratification models of how audiences interact with media.
Audience theories
1. The document discusses several audience theories: effects theory, which argues media has a profound influence on passive audiences; two-step theory, which proposes opinion leaders influence others through celebrity endorsements; uses and gratifications, where active audiences select media to fulfill needs; and encoding/decoding, in which audiences can interpret encoded media texts in standard or oppositional ways depending on their perspective.
2. Effects theory suggests media can "inject" ideas into passive audiences and influence behaviors, while two-step theory argues opinion leaders and influencers shape how others respond to media messages.
3. Uses and gratifications and encoding/decoding posit more active audiences who selectively engage with media to meet personal needs or decode messages in standard
Audience theories
1. The document discusses several audience theories: effects theory, which argues media has a profound influence on passive audiences; two-step theory, which proposes opinion leaders influence others through celebrity endorsements; uses and gratifications, where active audiences select media to fulfill needs; and encoding/decoding, in which audiences can interpret encoded media texts in standard or oppositional ways depending on their perspective.
2. Effects theory suggests media can "inject" ideas into passive audiences and influence behaviors, while two-step theory argues opinion leaders and influencers shape how others respond to media messages.
3. Uses and gratifications and encoding/decoding posit more active audiences who selectively engage with media to meet personal needs or decode messages in standard
Mctheories
This document discusses theories of mass communication and their effects. It outlines the limited effects theory from the 1930s-1960s that argued media had little impact because content was fictional or entertainment. However, counterarguments note news and reality TV aim to seem real. Additionally, media influence culture even if they only reinforce existing beliefs. More modern theories like agenda-setting, dependency theory, and social construction of reality argue media have powerful cultural effects by shaping what issues receive attention and how people understand shared symbols and realities.
Audience Theory Research
This document summarizes several theories about how audiences interact with and are influenced by media:
1) The Hypodermic Needle Theory suggests that media can directly influence audience opinions and feelings if presented in a certain way using imagery and context.
2) Uses and Gratifications Theory explains that audiences use media for different purposes like diversion, social interaction, identity exploration, and information gathering.
3) Cultivation Theory proposes that prolonged exposure to certain media portrayals can desensitize audiences or influence their perceptions over time. However, this theory is difficult to prove conclusively.
4) Two Step Flow Theory describes how audiences form opinions through interpersonal communication after initial exposure to media messages.
Media ‘Effects’ Debates
This document discusses media effects debates around regulation, classification, and censorship of media. It outlines three perspectives in the debate - those who articulate concerns without evidence, researchers who study media effects, and media consumers like children. The key distinction is drawn between regulation, classification, and censorship. Psychological and sociological approaches to media effects are also discussed, as well as how effects on individuals can impact society. Classic effect theories are outlined along with criticisms of effects-focused approaches.
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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.
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.
Audience Models
The document discusses audience theory, including passive and active audience models. It describes Maslow's hierarchy of needs and how media texts can aim to fulfill different needs. It also covers primary and secondary audience research methods and the hypodermic and uses and gratification models of how audiences interact with media.
Audience theories
1. The document discusses several audience theories: effects theory, which argues media has a profound influence on passive audiences; two-step theory, which proposes opinion leaders influence others through celebrity endorsements; uses and gratifications, where active audiences select media to fulfill needs; and encoding/decoding, in which audiences can interpret encoded media texts in standard or oppositional ways depending on their perspective.
2. Effects theory suggests media can "inject" ideas into passive audiences and influence behaviors, while two-step theory argues opinion leaders and influencers shape how others respond to media messages.
3. Uses and gratifications and encoding/decoding posit more active audiences who selectively engage with media to meet personal needs or decode messages in standard
Audience theories
1. The document discusses several audience theories: effects theory, which argues media has a profound influence on passive audiences; two-step theory, which proposes opinion leaders influence others through celebrity endorsements; uses and gratifications, where active audiences select media to fulfill needs; and encoding/decoding, in which audiences can interpret encoded media texts in standard or oppositional ways depending on their perspective.
2. Effects theory suggests media can "inject" ideas into passive audiences and influence behaviors, while two-step theory argues opinion leaders and influencers shape how others respond to media messages.
3. Uses and gratifications and encoding/decoding posit more active audiences who selectively engage with media to meet personal needs or decode messages in standard
Mctheories
This document discusses theories of mass communication and their effects. It outlines the limited effects theory from the 1930s-1960s that argued media had little impact because content was fictional or entertainment. However, counterarguments note news and reality TV aim to seem real. Additionally, media influence culture even if they only reinforce existing beliefs. More modern theories like agenda-setting, dependency theory, and social construction of reality argue media have powerful cultural effects by shaping what issues receive attention and how people understand shared symbols and realities.
Audience Theory Research
This document summarizes several theories about how audiences interact with and are influenced by media:
1) The Hypodermic Needle Theory suggests that media can directly influence audience opinions and feelings if presented in a certain way using imagery and context.
2) Uses and Gratifications Theory explains that audiences use media for different purposes like diversion, social interaction, identity exploration, and information gathering.
3) Cultivation Theory proposes that prolonged exposure to certain media portrayals can desensitize audiences or influence their perceptions over time. However, this theory is difficult to prove conclusively.
4) Two Step Flow Theory describes how audiences form opinions through interpersonal communication after initial exposure to media messages.
Media ‘Effects’ Debates
This document discusses media effects debates around regulation, classification, and censorship of media. It outlines three perspectives in the debate - those who articulate concerns without evidence, researchers who study media effects, and media consumers like children. The key distinction is drawn between regulation, classification, and censorship. Psychological and sociological approaches to media effects are also discussed, as well as how effects on individuals can impact society. Classic effect theories are outlined along with criticisms of effects-focused approaches.
Uses and Gratifications Theory
Uses and Gratifications Theory posits that audience members actively seek out media to meet specific needs or gratifications, rather than media having direct influence over people. It focuses on what people do with media rather than what media does to people. The theory suggests people use media to fulfill needs like social interaction, entertainment, education, and identification. Critics argue it does not fully recognize media's unconscious influence over views and that media can manipulate audiences. However, it may be more applicable today as the internet allows more freedom and control over media consumption.
Week2
This document summarizes several mass communication theories:
1. Mass communication theories have evolved over time due to advances in technology, calls for regulation of new media, and protection of democracy and cultural pluralism.
2. Early limited effects theories argued that media had little impact, but cultural and agenda-setting theories later emerged, arguing media have strong influences on culture and opinions.
3. Current theories like uses and gratifications, dependency, and third-person effect examine how audiences actively engage with media and its social impacts.
Audience uses and gratifications theory
The Uses and Gratifications Theory suggests that audiences actively seek out specific media to fulfill needs, rather than media directly influencing audiences. It proposes that media use fulfills needs of identity, education, entertainment, and social interaction. While it provides insights, it has been criticized for ignoring media's unconscious influence and not holding media accountable for its content. The theory evolved over three stages from the 1940s by examining why audiences select certain media and connecting motivations to gratifications received.
Audience theory
The document discusses three main theories of audience:
1. The Effects Model/Hypodermic Model which argues media has a direct influence on passive audiences.
2. The Uses and Gratifications Model which argues that active audiences use media to meet personal needs and gratifications.
3. Reception Theory which argues that audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
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.
Blumler and katz
The Uses and Gratifications Theory focuses on what audiences do with media rather than what media does to people. It assumes that audiences are active, interpreting media to meet their needs rather than being passive recipients. People use media to fulfill gratifications, and media compete for viewers based on their ability to provide gratification. The theory follows a model where social and psychological factors motivate needs, which lead people to seek out certain media expecting it will fulfill those needs.
Audience investigation
Media producers aim their products at target audiences that can be mass or niche. Demographics and psychographics are used to segment audiences based on factors like age, gender, social class and lifestyle. Theories like uses and gratifications, hypodermic syringe, two-step flow and reception theory explain how audiences interact with and interpret media texts, which can vary between individuals. Horror genres in particular have been associated with theories like hypodermic syringe and male gaze due to concerns about influencing violence or objectifying women.
SociologyExchange.co.uk Shared Resource
This document discusses key concepts in media sociology including definitions of different types of media, technological developments, effects on audiences, and issues of representation. It covers how the media contributes to socialization through subtly reinforcing gender roles and political views. It also examines debates around media influence, including whether violence in media causes real-world effects, and the extent of press owner control over content. Sample exam questions are provided at the end.
5 r sociological perspective theories
The document discusses several mass communication theories:
- Social learning theory proposes that people learn from observing and imitating others. It combines behavioral and cognitive learning.
- Catharsis theory suggests that exposure to violent media can provide an emotional release or purging.
- Agenda-setting theory is the idea that media influence what issues the public sees as important by what they choose to cover more.
- Uses and gratification theory examines how people actively use media to fulfill various needs and motives.
- Cultivation theory proposes that extensive TV watching over time shapes peoples' views of social reality.
- Spiral of silence theory from 1974 discusses how willingness to share opinions publicly depends on perceiving them as aligned with prevailing
How Audiences Respond to Media Products
The hypodermic needle theory from the early 1920s suggests that mass media can easily influence a large audience without challenge. It views the audience as passive receivers of messages directly injected into their minds by media producers, immediately affecting behavior. It does not account for individual differences in how people analyze and respond to media messages.
Cultivation theory and Priming theory
The document discusses two social media theories: Cultivation Theory and Priming Theory. Cultivation Theory proposes that heavy television exposure shapes peoples' perceptions of social reality over time. Priming Theory suggests that media provides frames of reference that influence how audiences interpret subsequent messages. The document also provides examples and critiques of each theory, noting limitations such as not considering meaning across different media genres and audiences' perspectives.
Two step flow theory
The two-step flow theory of communication was introduced in 1948 and proposes that information from mass media flows through two stages: first from media to opinion leaders, and then from opinion leaders to the general public. It was found that interpersonal interactions with opinion leaders, like friends and community members, had a stronger influence on public opinion than direct exposure to mass media. The theory suggests that most people are more influenced by the interpretations of opinion leaders than by the original media message. However, it has limitations as it diminishes the direct impact of media and does not account for two-way or reciprocal communication flows in the modern media landscape.
A2 media studies Audience theories
The document discusses three main audience theories:
1. The effects model (also called the hypodermic model) argues that media texts directly influence passive audiences in negative ways.
2. Uses and gratification theory argues that active audiences use media texts for their own pleasure and gratification, rather than being used by media producers.
3. Reception theory examines how media producers encode meanings in texts and how audiences decode and interpret those meanings, sometimes accepting the producer's intended meaning and sometimes rejecting it.
Social media theories final copy
The document discusses several social media theories:
1) Dependency Theory proposes that individuals rely on media to meet needs and achieve goals, and dependence varies based on how well different media meet those needs.
2) Altercasting Theory suggests that persuaders can influence others by forcing them into roles that imply certain behaviors. This can be done directly by telling them their role, or indirectly by one's own behavior eliciting a counter-role.
3) Both theories are relevant to social media, where Dependency Theory suggests people rely on platforms for information, and Altercasting can be seen in directly assigning roles to others or indirectly through one's own social media behavior.
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.
Effects Theory
The document discusses the Hypodermic Needle Theory, also known as the Effects Model, which assumes that audiences passively accept the messages that media producers intend to transmit. It notes this theory was more applicable before the rise of interactivity from Web 2.0. Examples are given showing how producers have used media to demonize certain groups. The document also discusses Theodor Adorno's views on popular culture and distraction, as well as an experiment by Albert Bandura which found that children will copy violent behaviors they see, supporting the theory that media can influence audiences.
Audience Theory
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
Uses and Gratifications
The Hypodermic Model assumes that the media can directly influence and control audience behavior if they know enough about consumers. This is an alternative to the Uses and Gratifications (U&G) model, which focuses on how people actively use media to fulfill personal needs and goals rather than how media directly affects audiences. A U&G study typically involves audiences reporting why they use specific media. Reasons for media use include information, learning, identity, social interaction, and entertainment.
Media effects
The document discusses several theories about the potential effects of playing violent video games like Grand Theft Auto (GTA) and how people interact with media in general:
1. Hypodermic needle theory suggests media directly influences audiences in a passive way, like injecting ideas into them. However, other theories argue audiences are more active.
2. Uses and gratifications theory says people deliberately choose media to fulfill certain needs like information, entertainment, or social connection.
3. Cultivation theory proposes media's repetitive messages shape people's views over the long-term in a subtle, "drip by drip" manner.
4. Reception theory focuses on how audiences interpret and make their own
Media effects debate
This document provides information about several media effects theories that should be researched: Cultivation Theory, Uses & Gratification Theory, Copycat Theory, Desensitization Theory, and Catharsis. It includes definitions and key points about each theory. For Cultivation Theory, it discusses how heavy media exposure can influence viewers' perceptions of reality. For Uses & Gratification Theory, it explains how people use media to fulfill cognitive, affective, personal identity, and other needs. The Copycat Theory suggests audiences may copy violent behaviors they see. Desensitization Theory proposes that repeated violent media exposure can make people less sensitive to violence. And Catharsis Theory argues that viewing violence can purge negative emotions.
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.
2. Media audiences
This document discusses media audiences and how media products are targeted towards specific audiences. It explains that the target audience is the specific group a product is aimed at. Media companies research audience demographics and psychographics to better understand the behaviors and traits of potential audiences. The document also summarizes several theories of how audiences interact with media, including the hypodermic model which views audiences as passive, the two-step flow theory which proposes opinions spread from media to opinion leaders to the wider audience, and uses and gratification theory which sees audiences as active users selecting media to fulfill certain needs.
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Uses and Gratifications Theory
Uses and Gratifications Theory posits that audience members actively seek out media to meet specific needs or gratifications, rather than media having direct influence over people. It focuses on what people do with media rather than what media does to people. The theory suggests people use media to fulfill needs like social interaction, entertainment, education, and identification. Critics argue it does not fully recognize media's unconscious influence over views and that media can manipulate audiences. However, it may be more applicable today as the internet allows more freedom and control over media consumption.
Week2
This document summarizes several mass communication theories:
1. Mass communication theories have evolved over time due to advances in technology, calls for regulation of new media, and protection of democracy and cultural pluralism.
2. Early limited effects theories argued that media had little impact, but cultural and agenda-setting theories later emerged, arguing media have strong influences on culture and opinions.
3. Current theories like uses and gratifications, dependency, and third-person effect examine how audiences actively engage with media and its social impacts.
Audience uses and gratifications theory
The Uses and Gratifications Theory suggests that audiences actively seek out specific media to fulfill needs, rather than media directly influencing audiences. It proposes that media use fulfills needs of identity, education, entertainment, and social interaction. While it provides insights, it has been criticized for ignoring media's unconscious influence and not holding media accountable for its content. The theory evolved over three stages from the 1940s by examining why audiences select certain media and connecting motivations to gratifications received.
Audience theory
The document discusses three main theories of audience:
1. The Effects Model/Hypodermic Model which argues media has a direct influence on passive audiences.
2. The Uses and Gratifications Model which argues that active audiences use media to meet personal needs and gratifications.
3. Reception Theory which argues that audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
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.
Blumler and katz
The Uses and Gratifications Theory focuses on what audiences do with media rather than what media does to people. It assumes that audiences are active, interpreting media to meet their needs rather than being passive recipients. People use media to fulfill gratifications, and media compete for viewers based on their ability to provide gratification. The theory follows a model where social and psychological factors motivate needs, which lead people to seek out certain media expecting it will fulfill those needs.
Audience investigation
Media producers aim their products at target audiences that can be mass or niche. Demographics and psychographics are used to segment audiences based on factors like age, gender, social class and lifestyle. Theories like uses and gratifications, hypodermic syringe, two-step flow and reception theory explain how audiences interact with and interpret media texts, which can vary between individuals. Horror genres in particular have been associated with theories like hypodermic syringe and male gaze due to concerns about influencing violence or objectifying women.
SociologyExchange.co.uk Shared Resource
This document discusses key concepts in media sociology including definitions of different types of media, technological developments, effects on audiences, and issues of representation. It covers how the media contributes to socialization through subtly reinforcing gender roles and political views. It also examines debates around media influence, including whether violence in media causes real-world effects, and the extent of press owner control over content. Sample exam questions are provided at the end.
5 r sociological perspective theories
The document discusses several mass communication theories:
- Social learning theory proposes that people learn from observing and imitating others. It combines behavioral and cognitive learning.
- Catharsis theory suggests that exposure to violent media can provide an emotional release or purging.
- Agenda-setting theory is the idea that media influence what issues the public sees as important by what they choose to cover more.
- Uses and gratification theory examines how people actively use media to fulfill various needs and motives.
- Cultivation theory proposes that extensive TV watching over time shapes peoples' views of social reality.
- Spiral of silence theory from 1974 discusses how willingness to share opinions publicly depends on perceiving them as aligned with prevailing
How Audiences Respond to Media Products
The hypodermic needle theory from the early 1920s suggests that mass media can easily influence a large audience without challenge. It views the audience as passive receivers of messages directly injected into their minds by media producers, immediately affecting behavior. It does not account for individual differences in how people analyze and respond to media messages.
Cultivation theory and Priming theory
The document discusses two social media theories: Cultivation Theory and Priming Theory. Cultivation Theory proposes that heavy television exposure shapes peoples' perceptions of social reality over time. Priming Theory suggests that media provides frames of reference that influence how audiences interpret subsequent messages. The document also provides examples and critiques of each theory, noting limitations such as not considering meaning across different media genres and audiences' perspectives.
Two step flow theory
The two-step flow theory of communication was introduced in 1948 and proposes that information from mass media flows through two stages: first from media to opinion leaders, and then from opinion leaders to the general public. It was found that interpersonal interactions with opinion leaders, like friends and community members, had a stronger influence on public opinion than direct exposure to mass media. The theory suggests that most people are more influenced by the interpretations of opinion leaders than by the original media message. However, it has limitations as it diminishes the direct impact of media and does not account for two-way or reciprocal communication flows in the modern media landscape.
A2 media studies Audience theories
The document discusses three main audience theories:
1. The effects model (also called the hypodermic model) argues that media texts directly influence passive audiences in negative ways.
2. Uses and gratification theory argues that active audiences use media texts for their own pleasure and gratification, rather than being used by media producers.
3. Reception theory examines how media producers encode meanings in texts and how audiences decode and interpret those meanings, sometimes accepting the producer's intended meaning and sometimes rejecting it.
Social media theories final copy
The document discusses several social media theories:
1) Dependency Theory proposes that individuals rely on media to meet needs and achieve goals, and dependence varies based on how well different media meet those needs.
2) Altercasting Theory suggests that persuaders can influence others by forcing them into roles that imply certain behaviors. This can be done directly by telling them their role, or indirectly by one's own behavior eliciting a counter-role.
3) Both theories are relevant to social media, where Dependency Theory suggests people rely on platforms for information, and Altercasting can be seen in directly assigning roles to others or indirectly through one's own social media behavior.
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.
Effects Theory
The document discusses the Hypodermic Needle Theory, also known as the Effects Model, which assumes that audiences passively accept the messages that media producers intend to transmit. It notes this theory was more applicable before the rise of interactivity from Web 2.0. Examples are given showing how producers have used media to demonize certain groups. The document also discusses Theodor Adorno's views on popular culture and distraction, as well as an experiment by Albert Bandura which found that children will copy violent behaviors they see, supporting the theory that media can influence audiences.
Audience Theory
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
Uses and Gratifications
The Hypodermic Model assumes that the media can directly influence and control audience behavior if they know enough about consumers. This is an alternative to the Uses and Gratifications (U&G) model, which focuses on how people actively use media to fulfill personal needs and goals rather than how media directly affects audiences. A U&G study typically involves audiences reporting why they use specific media. Reasons for media use include information, learning, identity, social interaction, and entertainment.
Media effects
The document discusses several theories about the potential effects of playing violent video games like Grand Theft Auto (GTA) and how people interact with media in general:
1. Hypodermic needle theory suggests media directly influences audiences in a passive way, like injecting ideas into them. However, other theories argue audiences are more active.
2. Uses and gratifications theory says people deliberately choose media to fulfill certain needs like information, entertainment, or social connection.
3. Cultivation theory proposes media's repetitive messages shape people's views over the long-term in a subtle, "drip by drip" manner.
4. Reception theory focuses on how audiences interpret and make their own
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Media effects debate
This document provides information about several media effects theories that should be researched: Cultivation Theory, Uses & Gratification Theory, Copycat Theory, Desensitization Theory, and Catharsis. It includes definitions and key points about each theory. For Cultivation Theory, it discusses how heavy media exposure can influence viewers' perceptions of reality. For Uses & Gratification Theory, it explains how people use media to fulfill cognitive, affective, personal identity, and other needs. The Copycat Theory suggests audiences may copy violent behaviors they see. Desensitization Theory proposes that repeated violent media exposure can make people less sensitive to violence. And Catharsis Theory argues that viewing violence can purge negative emotions.
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.
2. Media audiences
This document discusses media audiences and how media products are targeted towards specific audiences. It explains that the target audience is the specific group a product is aimed at. Media companies research audience demographics and psychographics to better understand the behaviors and traits of potential audiences. The document also summarizes several theories of how audiences interact with media, including the hypodermic model which views audiences as passive, the two-step flow theory which proposes opinions spread from media to opinion leaders to the wider audience, and uses and gratification theory which sees audiences as active users selecting media to fulfill certain needs.
Audience Theories
The hypodermic model or "magic bullet" theory from the 1930s-40s suggested that mass media has a direct and powerful effect on passive audiences. It claimed media could trigger direct responses by "injecting" designed messages. However, this theory may be subjective as some people are more influenced than others.
The cultivation theory from the 1960s proposed that excessive TV viewing over time can alter perceptions of reality by increasing beliefs in social realities portrayed on TV. Heavy viewers (over 4 hours daily) are more likely to shape their concept of reality from TV than light viewers.
The uses and gratification theory examines why audiences consume certain media by looking at psychological needs around surveillance, identity, relationships and escapism that
Audience theory
This document discusses several audience theories related to how audiences interact with and make meaning from media texts:
1) Hypodermic needle/effects theory proposes media have a direct influence on passive audiences, while cultivation theory argues for a more gradual, "drip-drip" effect over time.
2) Two-step flow theory recognizes indirect influence as audiences discuss media with others they respect.
3) Uses and gratifications theory views audiences as active in using media to fulfill needs rather than being directly influenced.
4) Reception analysis and semiotics examine how audiences construct different meanings based on their backgrounds and can reject or reinterpret dominant meanings.
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 world.
4. audience
This document provides information and tasks related to evaluating a media production for a critical perspectives exam. It discusses several key concepts that will be covered, including genre, narrative, representation, audience, and media language. Students are asked to answer questions about their project, target audience, and the meaning of their trailer. Several theories related to media effects and audiences are also summarized, including mass audience theory, active audience theory, uses and gratification theory, cultivation theory, desensitization theory, and the hypodermic syringe model. Students are asked to apply these theories to their trailer and the horror genre.
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.
SociologyExchange.co.uk Shared Resource
1) The document defines key terms related to trends in media ownership and control, new media technologies, news selection and moral panics, audience reception of media, and representations of gender, ethnicity, age, disability, and social class in media.
2) Some of the terms discussed include synergy, public service broadcasting, media concentration, agenda setting, collective intelligence, convergence, moral panics, gatekeepers, symbolic annihilation, male gaze, cultural hegemony, Islamophobia, and underclass.
3) The document provides definitions for over 50 key terms related to analyzing and understanding media industries and effects.
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This document discusses how social media and mass media have changed interpersonal communication through the lens of social cognitive theory. It first provides background on key theories like social cognitive theory, theory of planned behavior, and computer-mediated communication. It then discusses how these theories relate to how social media influences consumer behavior and purchasing patterns. Next, it examines how social media is used differently in classroom and professional environments and how this affects relationships and learning. Finally, it explores gender differences in social media use and how interpersonal communication impacts solo versus group entertainment. The document analyzes several studies on these topics and how social media continues to change communication in society.
Audience Consumption Theories - Sarah Holmes
The document discusses theories about how audiences consume media content, including both passive and active theories. The hypodermic needle theory views audiences as passive, believing media content directly influences them like an injection. In contrast, uses and gratifications theory sees audiences as active, selectively choosing media to fulfill needs like cognitive, affective, and social integration. Water cooler television provides examples of how soap opera plots can fulfill these needs and provide material for social discussion.
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.
Audience investigation
The document discusses several theories related to how audiences interact with and interpret media texts. It describes theories such as uses and gratifications, which examines why people seek out specific media to satisfy needs like entertainment or information. It also outlines the hypodermic syringe theory, two-step flow theory, and reception theory, which look at how direct or indirect media's influence is on audiences and how people interpret messages differently. Demographics and psychographics are presented as ways to categorize audience characteristics. The document also discusses how these theories relate to audiences of the horror genre.
C:\documents and settings\paul neville\my documents\influences on the audience
The document discusses several theories of media influence:
1) The Hypodermic Syringe Model suggests media has a direct influence on audiences and can be used to change behavior or gain power. Hitler used mass media to support the Nazi regime.
2) The Two-Step Flow Model proposes ideas from media reach opinion leaders first, who then influence the general population.
3) The Inoculation Model develops defenses against manipulation through persuasive messages.
4) Uses and Gratification Theory emphasizes that audiences actively choose media to fulfill needs.
5) Primary, secondary, and tertiary media influence depends on audience engagement levels.
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.
Audience Research Areas
Audience Research Areas into The media effects debate (hegemony vs. pluralism), The hypodermic syringe theory and passive audience theory, and Active audience theory and postmodernism/pluralism.
Created by Megan McLatchie
Audience Research Areas
This document discusses different theories around media effects and audience reception of media messages. It describes the hypodermic needle theory which views audiences as passive receivers of media messages, and the passive audience theory which also sees audiences as directly influenced by media content. The document then introduces the active audience theory and postmodernist/pluralist perspectives. These see audiences as active participants who bring their own experiences and interpretations to media texts rather than passively accepting preferred meanings.
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.
Representation a2
This document discusses key media concepts related to representation, including how media portrayals of reality are intentionally composed versions that extend but also restrict our experience. It discusses how representations can reinforce or challenge prejudices and are politically influential. Four questions are provided for analyzing representation: what is represented, how, who is responsible, and how it can be interpreted. Stereotypes are discussed as shorthand assumptions that can be misleading but sometimes contain elements of truth. The mode of address refers to how a media text positions its target audience.
Audience theory powerpoint
Audience theory examines how audiences interact with and understand media messages. Different audiences can interpret the same message in various ways based on their own knowledge and experiences. While some effects models argue media has significant influence over audiences, uses and gratifications theory contends that audiences are active and use media to fulfill certain needs. Reception theory further recognizes that audiences can decode meanings in dominant, negotiated, or oppositional ways depending on how their own views align with the encoded message.
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Audience theories
- 1. AUDIENCE THEORIES How to understand audience
- 2. MEDIA AUDIENCE THEORIES The Hypodermic syringe model Cultivation theory Desensitisation theory Copycat model Uses and Gratifications theory
- 3. THE HYPODERMIC SYRINGE MODEL Passed into the audience sub-consciousness without being aware That whatever people are exposed to, through the media, they are more likely to blindly follow the actions There’s a direct correlation between the violence and anti-social behaviour; within the media. The model suggests that the youth are vulnerable to the media content because they are still in early stages of socialisation and therefore impressionable.
- 4. CULTIVATION THEORY Gerbener- people who watch TV frequently are more likely to be influenced by the messages from the TV. The theory argues that the media present an image of the world that doesn’t reflect reality. Such as soap operas and newspapers (metro and the Sun)
- 5. DESENSITISATION Newson argues that sadistic images in films, are too easily available and that films encouraged viewers to identify with violent perpetrators. They continuously witness violence and this creates the desensitisation effects.
- 6. COPYCAT MODEL The influence of consumerism an the media which make the audience feel that they should copy actions. This includes celebrity endorsements.
- 7. TWO STEP FLOW THEORY Influencing people Informer or decision maker such as a celebrity Social media and digital media People are influenced by the decision makers comment so they act upon it Then friends follow- peer pressure influence In video games- “two step flow” includes communication between producers and audience. The dedicated gamers such as famous youtubers get the game copy early and they review the game (input). The audience who follow the youtubers are influenced by their comments on the latest games which helps boost sales (marketing technique). Looks at approaching audiences
- 8. USES AND GRATIFICATION THEORIES The theory suggests that the media audience play an active role in interpretation and integrating media into their own lives. The theory approaches why people actively seek out specific media forms to fulfil their needs. 1. Diversion- escape from everyday issues 2. Personal relationships- media substitution, instead of companionship 3. Personal identity- self understanding 4. Surveillance- using media to find out what is around us Shows like the Simpsons