The document summarizes several theories of audience and media effects:
1) Audience Theory proposes that media producers target either mass or niche audiences and must understand their audience.
2) The Frankfurt School viewed audiences as passive, accepting media messages without question.
3) The Two Step Flow Theory posits that opinions flow from media to opinion leaders to the broader audience, making audiences more active. Uses and Gratifications Theory also sees audiences as active in choosing media to fulfill needs like diversion, relationships, identity and surveillance.
These slides are a summary overview of, in some cases, a few very complex theories. Apologies for the over-simplification.
This resource is designed to be a helpful starting point for further study and revision. It should always be used alongside specific contexts and examples.
It is also intended to persuade skeptics that Media Studies deserve to be taken seriously.
These slides are a summary overview of, in some cases, a few very complex theories. Apologies for the over-simplification.
This resource is designed to be a helpful starting point for further study and revision. It should always be used alongside specific contexts and examples.
It is also intended to persuade skeptics that Media Studies deserve to be taken seriously.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
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Acetabularia Information For Class 9 .docxvaibhavrinwa19
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Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
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1. Audience Theory
All mediaproductshave atarget audience
Theyalsosometimestrytoconstruct an audience
Productscan have a massor niche audience
The producerstextsneedtoknow the importance of theiraudience whenmakingproducts
The Frankfurt School
The Frankfurtschool (a groupof mediatheoristsinthe 1920’s and 1930’s) were concerned
aboutthe possible effectsof massmedia
Theyenvisionedthe mediaasa hypodermicneedle
The contentsof the mediawere injectedintothe thoughtsof the audience,whoaccepted
the attitudes, opinionsandbeliefsexpressedbythe medium, withoutquestion
Linearcommunicationtheory
Passive audience
No individual difference
The Two Step Flow
DevelopedbyLazarsfeld(The people’sChoice 1940’s) and Katz(Personal Influence) inthe
40’s and50’s
Two steps:
First:Opinionleadersgetinfofromamediasource
Second:Opinionleadersthenpassthe infoalongwiththeirowninterpretationontoothers
(Friends,family,fansetc...)
More likelytobe influencedbyindividualsratherthanmassmedia(The people’sChoice
1940’s)
Opinionleadersplayclose attentiontothe massmedia
The audience isnolongerpassive
In 2012 twitterproducedstatisticstobackup the Twosteptheory
We are more likelytobuysomethingif someoneyoutrusttellsyouhow gooditis
Strengths:Audiencesare active andseenaspart of a society
Limitations:More than2 stepsinthe flow of communication?
Uses and Gratifications Theory
Duringthe 60’s, as the firstgenerationtogrow up withtelevisionbecame grownups,it
became increasinglyapparenttomediatheorists thataudiencesmade choicesaboutwhat
theydidwhenconsumingtexts
Far from beingapassive mass,audienceswere made upof individualswhoactively
consumedtextsfordifferentreasonsandindifferentways
BlumlerandKatzexpandedthistheoryin1974, statingthat individualsmightchoose and
use a textfor the followingpurposes:
Diversion:escape fromeverydayproblemsandroutine
Personal relationships:usingthe mediaforemotionalandotherinteractions,e.g.
substitutingsoapoperasforfamilylife
2. Personal identity: findingyourself reflectedintexts,learningvaluesandbehaviourfrom
texts
Surveillance:Informationwhichcouldbe usefulforlivinge.g.Weatherreports,financial
news,holiday bargains.
Since thenthe listof usesand gratificationhasbeenextended,particularlyasnew media
formshave come along.E.g. Videogames,the internet,social media,fashion,instant
messaging)
Instant Messaging
For heavyusersitfoundthat affectionandsociabilitywere the mainmotivators
For lightusersitwas fashionthatmotivatedthem
For womenitwasto chat fora longtime andfor sociable reasons
For menit wasshort conversationsandforentertainment
Video Games
Enjoyment,social interaction,success,accomplishment
Social Media
Nowusedas a place to ventyour opinion
David Morley (1980’s)
Concernedwithreadingtexts
Saidthere are 3 mainways we read:
Dominantreading:The readersharesthe programmescode andfullyacceptsthe
programmes‘preferredreadings’
Negotiatedreading:The readerpartlyshares the programmescode andbroadlyacceptsthe
preferredreading.Butaltersitina waywhichreflects theirpositionandinterests
Oppositionalreading:The readerdoesnotshare the programmescode andrejectsthe
preferredreading,bringingtoframe an alternative view
