Audience Theory
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The document discusses several theories of media effects and audience behavior: the hypodermic model which suggests media can influence audiences, uses and gratification theory which proposes audiences are active and use media for their own purposes like diversion or information, reception theory which examines how audiences decode messages differently, two-step flow which explains how opinion leaders influence others, and Maslow's hierarchy of needs which arranges human needs in order of importance.
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Audience Theory
Professor David Morley conducted an influential media audience research project where he showed an episode of the popular news programme "Nationwide" to a diverse group of people and analyzed their different interpretations. He identified three types of readings: dominant, negotiated, and oppositional. The findings showed that people of the same class did not always interpret media in the same way, as other factors like age, gender, and personal views also played a role. Audiences can be classified not just by social status but also interests, style, and personality to more accurately define a target audience.
Audience positioning
Audience theories examine the complex relationship between media producers and audiences. Producers aim to position audiences through encoded messages, but audiences can interpret these messages differently as active or passive receivers. Different factors like demographics, beliefs, and level of engagement influence how audiences decode media texts.
Audience theories slideshare
This document discusses several audience theories that can be used to understand how audiences interact with media. It describes the uses and gratifications theory, which suggests that audiences actively use media to fulfill needs like entertainment, social interaction, personal identity, and staying informed. The document also discusses audience control theories that see audiences as actively making choices about what media they consume. Finally, it covers reception theory and how audiences can have dominant, negotiated, or oppositional readings of media texts based on their social and cultural backgrounds.
Audience theory
The document discusses several audience theory models:
1) The Reception Theory explains that audiences can interpret the same media in different ways based on their experiences and that there are three types of readings - dominant, oppositional, and negotiated.
2) The Uses and Gratifications Model suggests that audiences select media based on social and entertainment needs and to understand the world and will reinforce their existing views.
3) The Two Step Flow Model describes how media is first interpreted by influential people who then share their views with others.
4) The Hypodermic Needle Model suggests that media directly influences people's thinking.
Target audiences in media
The document discusses target audiences in media. It explains that when creating media outlets, the target audience must be considered. Demographics like age, gender, income are studied to understand audience characteristics and preferences. Psychographics examine personality rather than social class. Both approaches have pros and cons - demographics can be seen as elitist while psychographics may not account for different interests across classes. The concept of an "ideal listener profile" is also introduced, referring to the originally intended target audience for radio programs.
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Audience Theory
Professor David Morley conducted an influential media audience research project where he showed an episode of the popular news programme "Nationwide" to a diverse group of people and analyzed their different interpretations. He identified three types of readings: dominant, negotiated, and oppositional. The findings showed that people of the same class did not always interpret media in the same way, as other factors like age, gender, and personal views also played a role. Audiences can be classified not just by social status but also interests, style, and personality to more accurately define a target audience.
Audience positioning
Audience theories examine the complex relationship between media producers and audiences. Producers aim to position audiences through encoded messages, but audiences can interpret these messages differently as active or passive receivers. Different factors like demographics, beliefs, and level of engagement influence how audiences decode media texts.
Audience theories slideshare
This document discusses several audience theories that can be used to understand how audiences interact with media. It describes the uses and gratifications theory, which suggests that audiences actively use media to fulfill needs like entertainment, social interaction, personal identity, and staying informed. The document also discusses audience control theories that see audiences as actively making choices about what media they consume. Finally, it covers reception theory and how audiences can have dominant, negotiated, or oppositional readings of media texts based on their social and cultural backgrounds.
Audience theory
The document discusses several audience theory models:
1) The Reception Theory explains that audiences can interpret the same media in different ways based on their experiences and that there are three types of readings - dominant, oppositional, and negotiated.
2) The Uses and Gratifications Model suggests that audiences select media based on social and entertainment needs and to understand the world and will reinforce their existing views.
3) The Two Step Flow Model describes how media is first interpreted by influential people who then share their views with others.
4) The Hypodermic Needle Model suggests that media directly influences people's thinking.
Target audiences in media
The document discusses target audiences in media. It explains that when creating media outlets, the target audience must be considered. Demographics like age, gender, income are studied to understand audience characteristics and preferences. Psychographics examine personality rather than social class. Both approaches have pros and cons - demographics can be seen as elitist while psychographics may not account for different interests across classes. The concept of an "ideal listener profile" is also introduced, referring to the originally intended target audience for radio programs.
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Teaching aims to help language students master all four skills. Despite the effort and the multitude of techniques, some students seem to be still struggling with learning fast and using the language accurately. Can the brain-based approach to teaching languages be used to drive better academic results and give us hope to make our students smarter? Studies show that training the brain how to process information in a more efficient manner will boost results. Let’s move from brain walking to brain jogging by adding a new dimension: “knowing about knowing”.
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This document summarizes several audience theory models:
- Uses and Gratification Theory examines audience motives for media consumption and views audiences as active in choosing media to fulfill social and psychological needs.
- Reception Theory holds that media texts encode producer messages but audiences can decode meanings differently, such as preferred, negotiated, or oppositional readings.
- The Hypodermic Needle Theory sees audiences as passive receivers of media messages that directly influence behaviors, but this view is now outdated given more active audience roles.
audience theory
The document summarizes several audience and media theories:
Uses and Gratification theory argues that audiences are active and choose media to fulfill social and psychological needs like surveillance, identity, relationships, and diversion. Reception theory says media messages can be interpreted differently (dominant, negotiated, or oppositional) by audiences. The Hypodermic Needle theory viewed audiences as passive recipients of direct media effects, but it is now seen as outdated given varied audience behaviors.
Genre theories
There are four main aspects of genre theories: location of consumption, genre of content, audience size/reach, and how audience subjectivity impacts interpretation. The document also outlines several models of audience reception: the effects model argues media has negative impacts; the hypodermic model sees audiences as unable to resist powerful messages; the uses and gratification model sees active audiences using media to fulfill needs; and reception theory discusses how audiences can decode messages as preferred, negotiated, or oppositional depending on their interpretation.
Genre theories
There are four main aspects of genre theories: location of consumption, genre of content, audience size/reach, and how audience subjectivity impacts interpretation. The document also outlines four models of audience reception: the effects model of passive influence, the hypodermic model of powerful messages, the uses and gratification model of active audience use for needs, and reception theory of encoded meanings that can be decoded dominantly, negotiated, or oppositionally.
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.
Audience Theories
This document discusses several audience theories that can be used to understand how audiences interact with media. It describes uses and gratifications theory, which suggests that audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance. Reception theory holds that encoded meanings in media can be given dominant, negotiated, or oppositional readings by audiences based on their social and cultural backgrounds. Finally, the effects and hypodermic models are mentioned, which propose that media have powerful influences over passive audiences, though uses and gratifications theory argues audiences are active.
Audience theory
The document discusses audience theory, which includes studying how audiences are constructed, how they view and interpret media texts, their motivations for consuming media, and the effects media has on audiences. It examines factors like demographics that media producers consider when targeting audiences. Theories discussed include uses and gratification theory, Stuart Hall's encoding/decoding model of communication, and David Morley's study of how audiences can have dominant, negotiated, or oppositional readings of media texts based on their own experiences.
Exam lessons 3 (audiences) Section A A2 Media Exam
The document discusses media audience theory, focusing on concepts like the hypodermic needle model, uses and gratifications theory, and reception theory. It provides details on each concept, including critiques of the hypodermic needle model which sees audiences as passive, and examples of how uses and gratifications theory and reception theory see audiences as more active in making meaning. It also discusses audience segmentation models and provides quotes related to understanding audiences and conducting audience research.
Untitled (2)
Reception theory examines how audiences receive and interpret media texts. It proposes that media producers encode messages in texts but audiences can decode them in different ways - either correctly understanding the intended message, rejecting it, or misunderstanding it. Stuart Hall identified three types of audience decoding: dominant, where the message is understood as intended; negotiated, where the audience refines the message based on their own views; and oppositional, where the audience understands but rejects the dominant message.
Audience theory
The Hypodermic Syringe Model suggests that media has a direct and powerful effect on passive audiences who absorb messages without resistance. However, critics argue this is outdated and more modern models like the Two Step Flow suggest media influence occurs through interpersonal connections rather than directly. It is also important to consider individual differences in how media effects audiences.
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7. Дискретная вероятность
7.1 Материалы модуля
7.2 Основные понятия дискретной вероятности.
7.3 Условная вероятность
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Similar to Audience Theory
Audience Theory
This document summarizes several audience theory models:
- Uses and Gratification Theory examines audience motives for media consumption and views audiences as active in choosing media to fulfill social and psychological needs.
- Reception Theory holds that media texts encode producer messages but audiences can decode meanings differently, such as preferred, negotiated, or oppositional readings.
- The Hypodermic Needle Theory sees audiences as passive receivers of media messages that directly influence behaviors, but this view is now outdated given more active audience roles.
audience theory
The document summarizes several audience and media theories:
Uses and Gratification theory argues that audiences are active and choose media to fulfill social and psychological needs like surveillance, identity, relationships, and diversion. Reception theory says media messages can be interpreted differently (dominant, negotiated, or oppositional) by audiences. The Hypodermic Needle theory viewed audiences as passive recipients of direct media effects, but it is now seen as outdated given varied audience behaviors.
Genre theories
There are four main aspects of genre theories: location of consumption, genre of content, audience size/reach, and how audience subjectivity impacts interpretation. The document also outlines several models of audience reception: the effects model argues media has negative impacts; the hypodermic model sees audiences as unable to resist powerful messages; the uses and gratification model sees active audiences using media to fulfill needs; and reception theory discusses how audiences can decode messages as preferred, negotiated, or oppositional depending on their interpretation.
Genre theories
There are four main aspects of genre theories: location of consumption, genre of content, audience size/reach, and how audience subjectivity impacts interpretation. The document also outlines four models of audience reception: the effects model of passive influence, the hypodermic model of powerful messages, the uses and gratification model of active audience use for needs, and reception theory of encoded meanings that can be decoded dominantly, negotiated, or oppositionally.
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.
Audience Theories
This document discusses several audience theories that can be used to understand how audiences interact with media. It describes uses and gratifications theory, which suggests that audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance. Reception theory holds that encoded meanings in media can be given dominant, negotiated, or oppositional readings by audiences based on their social and cultural backgrounds. Finally, the effects and hypodermic models are mentioned, which propose that media have powerful influences over passive audiences, though uses and gratifications theory argues audiences are active.
Audience theory
The document discusses audience theory, which includes studying how audiences are constructed, how they view and interpret media texts, their motivations for consuming media, and the effects media has on audiences. It examines factors like demographics that media producers consider when targeting audiences. Theories discussed include uses and gratification theory, Stuart Hall's encoding/decoding model of communication, and David Morley's study of how audiences can have dominant, negotiated, or oppositional readings of media texts based on their own experiences.
Exam lessons 3 (audiences) Section A A2 Media Exam
The document discusses media audience theory, focusing on concepts like the hypodermic needle model, uses and gratifications theory, and reception theory. It provides details on each concept, including critiques of the hypodermic needle model which sees audiences as passive, and examples of how uses and gratifications theory and reception theory see audiences as more active in making meaning. It also discusses audience segmentation models and provides quotes related to understanding audiences and conducting audience research.
Untitled (2)
Reception theory examines how audiences receive and interpret media texts. It proposes that media producers encode messages in texts but audiences can decode them in different ways - either correctly understanding the intended message, rejecting it, or misunderstanding it. Stuart Hall identified three types of audience decoding: dominant, where the message is understood as intended; negotiated, where the audience refines the message based on their own views; and oppositional, where the audience understands but rejects the dominant message.
Audience theory
The Hypodermic Syringe Model suggests that media has a direct and powerful effect on passive audiences who absorb messages without resistance. However, critics argue this is outdated and more modern models like the Two Step Flow suggest media influence occurs through interpersonal connections rather than directly. It is also important to consider individual differences in how media effects audiences.
Audience theory
There are three main theories of audience:
1. The Effects Model sees audiences as passive recipients of media messages that directly influence them.
2. Uses and Gratifications Model views audiences as active, using media to fulfill needs like diversion, identity, and catharsis.
3. Reception Theory proposes audiences can decode meanings differently - agreeing with, negotiating, or opposing the producer's intent.
Target Audiences
This document defines audiences and target audiences. It outlines that a target audience is the specific group a media product is aimed at, and audiences can be defined by the product, media type, or pre-existing groups like age, gender, ethnicity. Target audiences are important for media companies to have consumers for their products. The document also discusses categorizing audiences by demographics and other factors, and how audience theory like uses and gratifications and two-step flow can influence how target audiences are defined and will react to media.
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Audience Theory
The document discusses several theories about how audiences interact with and make meaning from media texts:
- The uses and gratifications model sees audiences as active in choosing media to fulfill personal needs like relationships, identity, and information.
- Reception theory argues audiences actively interpret media based on their own experiences and backgrounds, adopting dominant, oppositional, or negotiated readings.
- More recent theories recognize interactive audiences who both consume and produce media as prosumers through social media platforms.
Intro to audience theory
Audience reception theory proposes that audiences do not passively accept media messages, but actively interpret them based on their own experiences and contexts. Stuart Hall theorized that there are three ways audiences can decode media texts: dominant, negotiated, or oppositional. The dominant reading accepts the message as intended, negotiated reading accepts some parts but questions others, and oppositional reading rejects the message for ideological reasons. The document discusses applying audience reception theory to analyze how audiences might interpret different types of media texts.
Key concept audience
- The document discusses audience theory and how to evaluate coursework with consideration of the target audience.
- It defines key terms in audience theory like passive audience, active audience, and theories like uses and gratifications theory and reception theory.
- It provides questions to help identify the target audience and how the coursework was designed to appeal to and be interpreted by that audience based on different audience theories.
A2 audience gr
Audience theory examines how audiences interpret and make meaning from media messages. Early theories proposed passive audiences that absorbed messages uncritically (hypodermic needle theory), but reception theory argues audiences actively make sense of media based on their social position. Uses and gratifications theory sees audiences using media to fulfill needs like entertainment, information, and social connection. New media like social networks give audiences more power to create and share content, challenging traditional models of passive audiences.
Audience theory
Stuart Hall argued that media producers encode messages based on their social backgrounds, and audiences can decode these messages in different ways depending on their demographics. He identified three perspectives of audience response: preferred readings that align with the producer's intent, negotiated readings that agree with some aspects but not others, and oppositional readings that conflict with the values in the text. Additionally, uses and gratifications theory suggests that viewing violent images can be psychologically beneficial by allowing audiences to act out violent impulses through media instead of in real life.
Audience Theory
A2 Media Studies Audience Theory Research.
Disclaimer: Information collated from the work of KippMajors.
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This document provides an overview of audience theory, including key theorists and concepts. It discusses primary, secondary and tertiary media; passive and active audiences; and effects versus uses and gratifications models. Key theorists mentioned include Katz & Bulmer, Morley, Hall, Ang, and Katz & Lazerfield. Central concepts covered include encoding/decoding, cultivation analysis, situated culture, and moral panics. The document also references studies by Morley, Ang, and Buckingham and evaluates whether older audience models still apply given changes in media forms and technologies.
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Exam lessons 3 (audiences) Section A A2 Media Exam
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Major music video institutions that help fund and produce music videos include EMI Music, Warner Music Group, Sony Music, and Universal Music Group. These companies operate record labels that represent many top artists and generate billions in annual revenue. They were established between 1929-1958 and help promote their artists' careers through music videos and other marketing activities.
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Film Funding
A production company finances and produces films. Major production companies have experience producing big budget films, while independent companies may rely on various financing methods like government funding, private investors, crowdfunding, or deferals. The production process involves pre-production planning, filming during production, and post-production editing.
Audience profile (final)
The target audience for this romantic comedy film is heterosexual females aged 15-30 from working and middle class backgrounds. Research showed that the audience prefers films featuring opposite sex couples that they can relate to and that depict glamorous lifestyles. Neither ethnicity nor disabilities are relevant factors for the target demographic.
Storyboard
The document discusses creating a storyboard for a media project. It involves outlining key scenes, shots, transitions and audio for a narrative in a visual format. The storyboard helps plan the flow and pacing of the project to effectively convey the intended story or message to an audience.
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Audience Theory
- 2. HYPODERMIC MODEL The hypodermic model suggests that the media inject information into their audience The information injected can influence the audience badly, or well Passive audience who do not actively process the material
- 3. USES & GRATIFICATION THEORY(BLUMLER & KATZ) The idea that the audience are active and use media for their own purposes: • Diversion • Escapism • Information • Pleasure • Sexual Stimulation • Comparing lifestyles and relationships with those on screen
- 4. RECEPTION THEORY (STUART HALL) When a producer encodes the material with a meaning and then the audience decode with their understanding of the message trying to be portrayed In some circumstances, the audience will correctly interpret the message, in others the audience will fail to decode and reject the material/message He identified 3 types of audiences: • Dominant- Audience decodes message as producer intended and agrees • Negotiated- Audience accepts/rejects elements because of their views/beliefs • Oppositional- Audience understands but rejects the dominant message for cultural, political or ideological reasons
- 5. TWO-STEP FLOW The two-step flow explains the relationship between the media text and the audience • First step- The opinion leader pays close attention to the mass media and its message- this person is usually very influential • Second Step- The opinion leaders pass down their interpretation of the information to others
- 6. MASLOW’S HIERACHY OF NEEDS Love/Belonging Physiological Safety Esteem Self-Actualization