Audience theories
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There are three main theories of how audiences consume media texts: 1) The effects model views audiences as passive recipients of media messages, 2) The uses and gratifications model sees audiences as actively using media to fulfill needs and interests, and 3) The influence model recognizes that audiences are influenced by both media and opinion leaders in more subtle ways. Modern audiences now help create media through user-generated content and shape entertainment formats by voting, demonstrating the interactive relationship between audiences and media today.
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Media Audiences
The document summarizes several theories related to media audiences:
- Maslow's hierarchy of needs proposes that basic physiological needs must be met before higher-level needs.
- Passive audience theory suggests audiences directly receive media messages and are influenced without response.
- The hypodermic needle model views audiences as directly and powerfully impacted by media like advertisements.
- Cultivation theory examines television's long-term influence on viewers' perspectives without their awareness.
- The two-step flow theory proposes opinions spread from media to opinion leaders and then to others.
- Active audience and reader response theories see audiences as interpreting media based on their own experiences.
- Uses and gratifications model focuses on what audiences do with
Audience theories
This document summarizes three main audience theories: the hypodermic model, uses and gratifications theory, and the influence model. It also discusses key studies related to each theory and alternatives approaches. The hypodermic model views audiences as passive receivers of media messages, while uses and gratifications theory sees audiences as active selectors of media to meet their needs or desires. The influence model emphasizes less direct influence through dominant leaders who may shape audience interpretation.
USES AND GRATIFICATION THEORY
This document discusses Uses and Gratification Theory, which focuses on why audiences choose different media and what needs they fulfill by doing so. The theory suggests audiences actively interpret media to meet needs like identity, education, entertainment, and social interaction. It provides examples of how music choices fulfill different needs. The theory is especially relevant today as new technologies like the internet allow people more control over and access to various media to meet their changing needs. However, some criticize it for oversimplifying media influence and not acknowledging its power in society.
Cultural studies
1) Decoding refers to how audiences interpret messages based on their own experiences and perspectives. Bud and Steinmen note that subordinate cultures tend to decode messages from the dominant ruling class.
2) There are three positions of decoding: dominant-hegemonic when individuals accept the ruling class messages, negotiated when people accept some dominant ideas but with exceptions, and oppositional when people reject dominant codes and substitute their own views.
3) The goal of cultural studies theory is to explain how media plays a role in developing cultures and to make audiences aware that the elite use media to shape knowledge and perpetuate the status quo.
What is audience theory?
Audience theory examines how audiences receive and make meaning from media texts. There are three main types of audience readings: dominant, negotiated, and oppositional. A dominant reading accepts the preferred meaning, a negotiated reading accepts it with some modifications, and an oppositional reading rejects the preferred meaning. Additionally, the meaning is not fixed within the text but depends on the interaction between the text and active audiences, who bring their own backgrounds and experiences. Audiences are not blank slates but make their own interpretations influenced by factors like class, gender, and culture.
MEDIA AUDIENCES AND CREDIBILITY
This document discusses several key concepts related to audiences and media effects:
- Audiences are "imagined communities" constructed by media institutions for profit motives.
- Audiences can be passive, directly influenced by media messages, or active, interpreting messages based on their own contexts.
- New digital technologies have fragmented audiences into niche groups.
- Uses and gratifications theory sees audiences as active in using media to fulfill personal needs.
- Reception theory examines how audiences decode media texts based on their own frameworks and experiences.
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.
Uses and gratifications model
The Uses and Gratifications model posits that people actively seek out media to fulfill specific needs like diversion, social interaction, and surveillance. It assumes audiences are not passive, but take an active role in interpreting and integrating media. The model suggests people use media competing for viewers' gratification. However, it has limitations in not considering how audiences interpret messages or other interpretation factors.
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Media Audiences
The document summarizes several theories related to media audiences:
- Maslow's hierarchy of needs proposes that basic physiological needs must be met before higher-level needs.
- Passive audience theory suggests audiences directly receive media messages and are influenced without response.
- The hypodermic needle model views audiences as directly and powerfully impacted by media like advertisements.
- Cultivation theory examines television's long-term influence on viewers' perspectives without their awareness.
- The two-step flow theory proposes opinions spread from media to opinion leaders and then to others.
- Active audience and reader response theories see audiences as interpreting media based on their own experiences.
- Uses and gratifications model focuses on what audiences do with
Audience theories
This document summarizes three main audience theories: the hypodermic model, uses and gratifications theory, and the influence model. It also discusses key studies related to each theory and alternatives approaches. The hypodermic model views audiences as passive receivers of media messages, while uses and gratifications theory sees audiences as active selectors of media to meet their needs or desires. The influence model emphasizes less direct influence through dominant leaders who may shape audience interpretation.
USES AND GRATIFICATION THEORY
This document discusses Uses and Gratification Theory, which focuses on why audiences choose different media and what needs they fulfill by doing so. The theory suggests audiences actively interpret media to meet needs like identity, education, entertainment, and social interaction. It provides examples of how music choices fulfill different needs. The theory is especially relevant today as new technologies like the internet allow people more control over and access to various media to meet their changing needs. However, some criticize it for oversimplifying media influence and not acknowledging its power in society.
Cultural studies
1) Decoding refers to how audiences interpret messages based on their own experiences and perspectives. Bud and Steinmen note that subordinate cultures tend to decode messages from the dominant ruling class.
2) There are three positions of decoding: dominant-hegemonic when individuals accept the ruling class messages, negotiated when people accept some dominant ideas but with exceptions, and oppositional when people reject dominant codes and substitute their own views.
3) The goal of cultural studies theory is to explain how media plays a role in developing cultures and to make audiences aware that the elite use media to shape knowledge and perpetuate the status quo.
What is audience theory?
Audience theory examines how audiences receive and make meaning from media texts. There are three main types of audience readings: dominant, negotiated, and oppositional. A dominant reading accepts the preferred meaning, a negotiated reading accepts it with some modifications, and an oppositional reading rejects the preferred meaning. Additionally, the meaning is not fixed within the text but depends on the interaction between the text and active audiences, who bring their own backgrounds and experiences. Audiences are not blank slates but make their own interpretations influenced by factors like class, gender, and culture.
MEDIA AUDIENCES AND CREDIBILITY
This document discusses several key concepts related to audiences and media effects:
- Audiences are "imagined communities" constructed by media institutions for profit motives.
- Audiences can be passive, directly influenced by media messages, or active, interpreting messages based on their own contexts.
- New digital technologies have fragmented audiences into niche groups.
- Uses and gratifications theory sees audiences as active in using media to fulfill personal needs.
- Reception theory examines how audiences decode media texts based on their own frameworks and experiences.
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.
Uses and gratifications model
The Uses and Gratifications model posits that people actively seek out media to fulfill specific needs like diversion, social interaction, and surveillance. It assumes audiences are not passive, but take an active role in interpreting and integrating media. The model suggests people use media competing for viewers' gratification. However, it has limitations in not considering how audiences interpret messages or other interpretation factors.
Audience+theory
This document discusses various audience theories in media studies. It addresses two key questions around how influential media is and how it shapes audience perceptions of the world. It also discusses different types of media consumption and contrasts market-liberal and political economy perspectives on audience-producer relationships. Different audience theories are outlined, including hypodermic needle, two-step flow, uses and gratifications, and encoding/decoding models. The document also contrasts views of passive versus active audiences.
Audience theories
This document discusses theories around media audiences. It covers:
- Target audiences and how producers try to create audiences
- Dominant, negotiated, and oppositional readings that audiences can have
- That meaning comes from the interaction between text and audience, not the text alone
- Factors like class, gender, experience that influence audience interpretation
- Criticisms of early effects models that saw audiences as passive and directly influenced
- Later views that audiences are active, interpret media selectively, and have their own power
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
SociologyExchange.co.uk Shared Resource
This document discusses three main sociological approaches to how audiences interact with and are affected by mass media:
1) The hypodermic syringe theory postulates that media has a powerful direct effect on audiences' attitudes and behaviors by injecting them with messages like a drug.
2) Uses and gratifications theory focuses on how audiences use media to fulfill needs like information, identity, relationships, and entertainment.
3) The decoding approach proposes that media messages can be interpreted and understood differently by various audiences based on their social characteristics and the context.
Audience Theory
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
Audience theorists
This document summarizes several audience and media theories:
- Uses and Gratifications Theory examines how audiences actively seek media to fulfill needs like diversion, information, or social interaction.
- Jeremy Tunstall identified primary, secondary, and tertiary modes of audience engagement with media based on level of attention and multi-tasking.
- David Gauntlett discussed how media students are both producers and consumers ("prosumers") and challenged definitions of audiences and producers.
- Several theorists addressed moral panics about media effects, including Stanley Cohen, George Gerbner, and Martin Barker challenging assumptions of negative effects.
7 uses and gratifications theory
The document discusses the Uses and Gratifications theory, which examines why audiences use media and what needs they are fulfilling. It explains that audiences are motivated by desires like surveillance, personal identity, personal relationships, and diversion. The theory looks at how audiences are active in choosing media to satisfy these needs, rather than viewing audiences as passive recipients of media effects.
Audience theory
This document discusses several audience and media theories:
- Uses and Gratifications Theory proposes that media consumers choose texts to fulfill needs like being informed, relating to characters, entertainment, social interaction, and escapism.
- Maslow's Hierarchy of Needs suggests media can help fulfill needs of love/belonging and esteem by connecting people and boosting self-esteem through fan communities.
- The Hypodermic Needle Theory viewed audiences as passive recipients of direct media messages aimed at triggering expected responses.
- Marxist Theory sees media as propagating the ideologies of the bourgeoisie class. Stuart Hall argued audiences decode texts in negotiated or oppositional ways rather than purely accepting dominant ideologies. Plural
Uses and gratifications
The document discusses several audience theories for analyzing TV drama, including the hypodermic needle theory which suggests media have direct effects on passive audiences, the two-step flow theory which proposes opinion leaders influence others, and uses and gratifications theory which posits audiences actively use media to fulfill various needs and that individuals consume media differently. It also explores critiques of uses and gratifications theory and provides learning outcomes around developing knowledge of audience theories and skills in analyzing TV drama through applying such theories.
The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct and powerful influence on passive audiences by "injecting" them with messages, similar to how a hypodermic needle directly delivers a dose. It was originally proposed in the 1930s-1950s when few channels existed and audiences viewed the same content, but it is now seen as less accurate given people's ability to select from many channels. The theory viewed audiences as unable to resist media influence but it is now recognized that audiences can be more active in their media consumption.
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.
Uses and gratification theory
The Uses and Gratifications Theory focuses on what audiences gain from media rather than how media affects them. It suggests that audiences are active in choosing media to fulfill needs like information, entertainment, social interaction, or escape. The theory proposes that people use different media sources to meet cognitive, affective, personal, social, and tension release needs. Modern applications continue to demonstrate how new media technologies allow audiences to gratify these various needs.
Audience theory
The document discusses several theories about the relationship between media and audiences:
- The hypodermic needle/effects model views audiences as passive, directly influenced by media messages.
- Cultivation analysis sees media shaping audiences' worldviews over time through repeated exposure.
- Uses and gratifications theory argues audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance.
- Encoding/decoding theory holds that media texts contain encoded meanings which audiences can read in dominant, negotiated, or oppositional ways depending on their perspectives.
The document evaluates whether these models fully account for modern media landscapes and active audiences using an increasing variety of platforms. It explores how new technologies may require updating or replacing existing
Audience theory
1) Audience theory examines how media producers construct target audiences and how audiences interpret messages.
2) David Morley identified three types of audience readings: dominant, negotiated, and oppositional.
3) Stuart Hall argued that audiences actively interpret meanings based on their own frameworks, rejecting the idea that media directly injects meanings.
4) Later theorists rejected effects models of passive audiences in favor of seeing audiences as active interpreters who pick and choose what to accept.
Audience theory
The document discusses several theories of audience in media studies:
1) The Frankfurt School viewed audiences as isolated individuals susceptible to media messages like a hypodermic needle, while two-step flow theory proposed information spreads from media to opinion leaders to others.
2) Uses and gratifications theory saw active audiences choosing media to fulfill purposes like diversion, relationships, and identity.
3) David Morley's research identified dominant, negotiated, and oppositional readings reflecting how audiences interpret preferred meanings.
Audience worksheet2012
The document discusses several theories of audience perspectives in media studies:
1) Historically, audiences were seen as passive masses directly influenced by media, but now are recognized as diverse individuals who actively interpret media based on their own experiences.
2) Stuart Hall's encoding/decoding model showed that media producers encode intended meanings, but audiences decode meanings based on their own perspectives, which may differ from intended meanings.
3) Uses and gratifications theory views audiences as active in using media to fulfill needs like entertainment, social interaction, identity exploration, and information/education.
4) David Gauntlett's concept of the "pick 'n' mix reader" describes flexible audiences who selectively engage with different aspects of media
Lesson 4 - Media Audiences
Audiences are important for media organizations to make profits through advertising or subscriptions. New technologies have impacted traditional media by giving audiences more options to access media in different ways. Media institutions make money through subscription fees or advertising targeting mass audiences or niche groups. Audiences can be passive, directly accepting media messages, or active in interpreting messages in personally meaningful ways based on their needs and experiences.
Audiences - Fateh Khaled
The document discusses several theories about how audiences interact with and are influenced by media. It begins by describing the hypodermic needle model from the 1920s, which proposed that audiences passively receive information from media without questioning or processing it, and are easily manipulated. It then discusses criticisms of this model and the two-step flow theory proposed in the 1940s that information spreads from media to opinion leaders to less active associates. Later theories discussed include uses and gratifications theory, which suggests audiences actively use media to fulfill certain needs, and reception theory, which considers how meaning is encoded in media texts and decoded by audiences.
Uses and Gratification theory
The Uses and Gratification Theory proposes that people actively seek out media to fulfill certain needs, and over time researchers have identified common reasons or gratifications that influence media selection, such as diversion, social interaction, and learning. The theory developed in three stages from 1944 to the present, with early work identifying gratifications for listening to soap operas and developing a formula for media selection, to later research grouping common uses of media and studying motivations for consuming different types of content.
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.
Narrative Theories and Theorists
Narratives are stories that give shape and order to a series of events. Narratives have been thoroughly researched by theorists like Tzvetan Todorov and Vladimir Propp. Todorov believed that narratives follow an equilibrium that is disrupted by an event, followed by actions to reorder the equilibrium into a new state. Propp examined folk tales and discovered that all characters can be grouped into eight roles or spheres of action, like villain, hero, and princess. These roles carry expectations about the characters' behaviors. Modern media sometimes subverts traditional expectations of these roles.
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Audience+theory
This document discusses various audience theories in media studies. It addresses two key questions around how influential media is and how it shapes audience perceptions of the world. It also discusses different types of media consumption and contrasts market-liberal and political economy perspectives on audience-producer relationships. Different audience theories are outlined, including hypodermic needle, two-step flow, uses and gratifications, and encoding/decoding models. The document also contrasts views of passive versus active audiences.
Audience theories
This document discusses theories around media audiences. It covers:
- Target audiences and how producers try to create audiences
- Dominant, negotiated, and oppositional readings that audiences can have
- That meaning comes from the interaction between text and audience, not the text alone
- Factors like class, gender, experience that influence audience interpretation
- Criticisms of early effects models that saw audiences as passive and directly influenced
- Later views that audiences are active, interpret media selectively, and have their own power
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
SociologyExchange.co.uk Shared Resource
This document discusses three main sociological approaches to how audiences interact with and are affected by mass media:
1) The hypodermic syringe theory postulates that media has a powerful direct effect on audiences' attitudes and behaviors by injecting them with messages like a drug.
2) Uses and gratifications theory focuses on how audiences use media to fulfill needs like information, identity, relationships, and entertainment.
3) The decoding approach proposes that media messages can be interpreted and understood differently by various audiences based on their social characteristics and the context.
Audience Theory
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
Audience theorists
This document summarizes several audience and media theories:
- Uses and Gratifications Theory examines how audiences actively seek media to fulfill needs like diversion, information, or social interaction.
- Jeremy Tunstall identified primary, secondary, and tertiary modes of audience engagement with media based on level of attention and multi-tasking.
- David Gauntlett discussed how media students are both producers and consumers ("prosumers") and challenged definitions of audiences and producers.
- Several theorists addressed moral panics about media effects, including Stanley Cohen, George Gerbner, and Martin Barker challenging assumptions of negative effects.
7 uses and gratifications theory
The document discusses the Uses and Gratifications theory, which examines why audiences use media and what needs they are fulfilling. It explains that audiences are motivated by desires like surveillance, personal identity, personal relationships, and diversion. The theory looks at how audiences are active in choosing media to satisfy these needs, rather than viewing audiences as passive recipients of media effects.
Audience theory
This document discusses several audience and media theories:
- Uses and Gratifications Theory proposes that media consumers choose texts to fulfill needs like being informed, relating to characters, entertainment, social interaction, and escapism.
- Maslow's Hierarchy of Needs suggests media can help fulfill needs of love/belonging and esteem by connecting people and boosting self-esteem through fan communities.
- The Hypodermic Needle Theory viewed audiences as passive recipients of direct media messages aimed at triggering expected responses.
- Marxist Theory sees media as propagating the ideologies of the bourgeoisie class. Stuart Hall argued audiences decode texts in negotiated or oppositional ways rather than purely accepting dominant ideologies. Plural
Uses and gratifications
The document discusses several audience theories for analyzing TV drama, including the hypodermic needle theory which suggests media have direct effects on passive audiences, the two-step flow theory which proposes opinion leaders influence others, and uses and gratifications theory which posits audiences actively use media to fulfill various needs and that individuals consume media differently. It also explores critiques of uses and gratifications theory and provides learning outcomes around developing knowledge of audience theories and skills in analyzing TV drama through applying such theories.
The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct and powerful influence on passive audiences by "injecting" them with messages, similar to how a hypodermic needle directly delivers a dose. It was originally proposed in the 1930s-1950s when few channels existed and audiences viewed the same content, but it is now seen as less accurate given people's ability to select from many channels. The theory viewed audiences as unable to resist media influence but it is now recognized that audiences can be more active in their media consumption.
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.
Uses and gratification theory
The Uses and Gratifications Theory focuses on what audiences gain from media rather than how media affects them. It suggests that audiences are active in choosing media to fulfill needs like information, entertainment, social interaction, or escape. The theory proposes that people use different media sources to meet cognitive, affective, personal, social, and tension release needs. Modern applications continue to demonstrate how new media technologies allow audiences to gratify these various needs.
Audience theory
The document discusses several theories about the relationship between media and audiences:
- The hypodermic needle/effects model views audiences as passive, directly influenced by media messages.
- Cultivation analysis sees media shaping audiences' worldviews over time through repeated exposure.
- Uses and gratifications theory argues audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance.
- Encoding/decoding theory holds that media texts contain encoded meanings which audiences can read in dominant, negotiated, or oppositional ways depending on their perspectives.
The document evaluates whether these models fully account for modern media landscapes and active audiences using an increasing variety of platforms. It explores how new technologies may require updating or replacing existing
Audience theory
1) Audience theory examines how media producers construct target audiences and how audiences interpret messages.
2) David Morley identified three types of audience readings: dominant, negotiated, and oppositional.
3) Stuart Hall argued that audiences actively interpret meanings based on their own frameworks, rejecting the idea that media directly injects meanings.
4) Later theorists rejected effects models of passive audiences in favor of seeing audiences as active interpreters who pick and choose what to accept.
Audience theory
The document discusses several theories of audience in media studies:
1) The Frankfurt School viewed audiences as isolated individuals susceptible to media messages like a hypodermic needle, while two-step flow theory proposed information spreads from media to opinion leaders to others.
2) Uses and gratifications theory saw active audiences choosing media to fulfill purposes like diversion, relationships, and identity.
3) David Morley's research identified dominant, negotiated, and oppositional readings reflecting how audiences interpret preferred meanings.
Audience worksheet2012
The document discusses several theories of audience perspectives in media studies:
1) Historically, audiences were seen as passive masses directly influenced by media, but now are recognized as diverse individuals who actively interpret media based on their own experiences.
2) Stuart Hall's encoding/decoding model showed that media producers encode intended meanings, but audiences decode meanings based on their own perspectives, which may differ from intended meanings.
3) Uses and gratifications theory views audiences as active in using media to fulfill needs like entertainment, social interaction, identity exploration, and information/education.
4) David Gauntlett's concept of the "pick 'n' mix reader" describes flexible audiences who selectively engage with different aspects of media
Lesson 4 - Media Audiences
Audiences are important for media organizations to make profits through advertising or subscriptions. New technologies have impacted traditional media by giving audiences more options to access media in different ways. Media institutions make money through subscription fees or advertising targeting mass audiences or niche groups. Audiences can be passive, directly accepting media messages, or active in interpreting messages in personally meaningful ways based on their needs and experiences.
Audiences - Fateh Khaled
The document discusses several theories about how audiences interact with and are influenced by media. It begins by describing the hypodermic needle model from the 1920s, which proposed that audiences passively receive information from media without questioning or processing it, and are easily manipulated. It then discusses criticisms of this model and the two-step flow theory proposed in the 1940s that information spreads from media to opinion leaders to less active associates. Later theories discussed include uses and gratifications theory, which suggests audiences actively use media to fulfill certain needs, and reception theory, which considers how meaning is encoded in media texts and decoded by audiences.
Uses and Gratification theory
The Uses and Gratification Theory proposes that people actively seek out media to fulfill certain needs, and over time researchers have identified common reasons or gratifications that influence media selection, such as diversion, social interaction, and learning. The theory developed in three stages from 1944 to the present, with early work identifying gratifications for listening to soap operas and developing a formula for media selection, to later research grouping common uses of media and studying motivations for consuming different types of content.
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.
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The document discusses three theories of how audiences interact with media:
1) The effects theory sees audiences as passive receivers of media messages with little individual agency.
2) The uses and gratification model emphasizes that individuals actively seek out media to fulfill personal needs and interests.
3) The influence model recognizes that media has subtle influence by reinforcing existing views and that people are influenced by opinion leaders in how they interpret media messages.
Key audience concepts
The document discusses several theories of how audiences interact with and understand media. The Hypodermic Needle Model views audiences as passive receivers of media messages, while the Uses and Gratifications Model sees audiences as actively using media to fulfill needs. The Influence Model recognizes that audiences interpret media through shared frameworks. Recently, the Re-mediating Audiences theory has emerged, noting that audiences now help create user-generated content and shape media texts through participation.
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The document discusses three media theories: 1) The hypodermic needle model which sees audiences as passive receivers of powerful media messages from institutions; 2) The gratification model which argues audiences actively use media to fulfill needs like entertainment, social interaction, and escapism; 3) New theories of how audiences can now generate and interact with media through things like user-generated content and voting, making them "prosumers" with more power than past passive audiences.
Media theories
The document discusses three media theories: 1) The hypodermic needle model which sees audiences as passive receivers of powerful media messages from institutions; 2) The gratification model which argues audiences actively use media to fulfill needs like entertainment and social interaction; 3) Recent theories of re-mediating audiences that acknowledge audiences now help create media through user-generated content and can determine media outcomes through voting, making the consumer more powerful.
Media theories
The document discusses three media theories: 1) The hypodermic needle model which sees the audience as passive receivers of powerful media messages from institutions; 2) The gratification model which emphasizes that audiences actively use media to fulfill needs like entertainment, social interaction, and escapism; 3) New theories that acknowledge user-generated content and interactive media have given audiences more power to create and influence media.
Audience
Abraham Maslow proposed a hierarchy of needs that suggests humans must fulfill lower level needs like physiological and safety needs before pursuing higher level needs like esteem. Media audiences seek to fulfill needs like esteem and socialization through activities like cinema-going or admiring on-screen behaviors. The uses and gratifications model views audiences as active in choosing media that provides gratification or useful information rather than passive receivers of media messages. Audiences can have dominant, negotiated, or oppositional readings of media texts depending on the extent to which their own experiences align with the producer's intended meaning.
Audience theory
The document discusses several theories related to audience and media consumption:
1) Uses and gratifications theory focuses on why and how people actively seek out media to satisfy needs, rather than what media does to people. It assumes audiences are active in interpreting media.
2) Stuart Hall's encoding/decoding model examines how producers encode meanings in texts and how audiences can correctly decode, misdecode, or oppose the meanings.
3) The effects theory examines how media can influence behavior but was critiqued for viewing audiences as too passive, unlike uses and gratifications theory which sees audiences as active.
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 theories
The document discusses three media theories:
1) The hypodermic needle model sees audiences as passive receivers of powerful media messages from institutions without question.
2) The gratification model emphasizes that audiences actively use media to fulfill needs like entertainment, social interaction, and escape from daily troubles.
3) Recent theories recognize that audiences now help create media through user-generated content and can determine outcomes, making the audience both producer and consumer of media.
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.
Audience Theories: From Source-dominated to Active Audience Theories
A presentation done for the Media Theories class at Tallinn University.
Uses and Gratifications
Fraction of Selection
Audience theory
This document summarizes several key theories in audience and media studies:
1. Audience response theory explores how active audiences engage with and interpret media texts in various ways, rather than passively accepting messages.
2. Cultivation theory suggests that repeated TV exposure can subtly shape viewers' perceptions of social reality over time.
3. Uses and gratifications theory views audiences as active in choosing media to fulfill needs like information, entertainment, or social interaction.
4. Reception analysis and the idea of dominant, oppositional, and negotiated readings looks at how audiences can decode media messages differently than intended.
Key Concept Research
This document discusses several key concepts in media studies, including:
1. Media audiences can be segmented by various demographic factors and respond to media texts in different ways such as identifying or aspiring to characters.
2. Media institutions aim to communicate with target audiences and make money, such as through advertising revenue, which can influence the content they produce.
3. Media representations are constructions that re-present reality and can positively or negatively portray people, groups and issues through aspects like language, costumes and stereotypes.
4. Several media theories are outlined that examine how audiences interact with and make sense of media texts, such as uses and gratification theory, cultivation theory, and reception theories on dominant, negotiated
Audience Theory
Audience theory examines how audiences engage with media. There are three main theories: the effects model sees audiences as passive receivers manipulated by media producers; the uses and gratifications model views audiences as active in using media to fulfill needs like diversion or social interaction; reception theory analyzes how audiences can decode messages differently from how producers encode them, either accepting, negotiating, or opposing the dominant meaning. Studying audience theory helps understand the relationship between audiences and media texts.
Media Theory - Audience Representation Narrative Genre
1. Reception theory examines how audiences receive and make meaning from media texts. It emphasizes that meaning comes from the interaction between the text and the reader/viewer, not from the text itself.
2. David Morley applied reception theory to television with his Nationwide Project, which found that people from different social groups interpreted the same program differently based on their positions.
3. Uses and gratifications theory posits that audiences are active in choosing media to fulfill certain needs, such as escape, social interaction, identity, and information.
Cultural studies
1) Decoding refers to how audiences interpret messages based on their own experiences and perspectives. Bud and Steinmen note that subordinate cultures tend to decode messages from the dominant ruling class.
2) There are three positions of decoding: dominant-hegemonic when individuals accept the ruling class's messages, negotiated when people accept some dominant ideas but with exceptions, and oppositional when people reject dominant messages in favor of their own views.
3) The goal of cultural studies theory is to explain how media plays a role in developing cultures and to make audiences aware of how elites use media to influence societal norms.
FSSc Week 3 Media.pptx
This document provides an overview of key concepts relating to media studies, including:
- Defining different types of media such as mass media, news media, and social media.
- Exploring debates around the influence of media on society, with perspectives including Marxism which argues media reproduces the values of those in power, and pluralism which sees media as reflecting diverse societal views.
- Discussing factors like ownership, control, and audience interpretation that shape how media content is produced and received.
The document outlines learning objectives and introduces theoretical frameworks for analyzing media's role in society.
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.
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Audience Theories: From Source-dominated to Active Audience Theories
Audience Theories: From Source-dominated to Active Audience Theories
Media Theory - Audience Representation Narrative Genre
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