Audience theory
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This document discusses four theories of audience: 1) The Frankfurt School viewed audiences as passive recipients of media messages through a "hypodermic needle" model. 2) The Two Step Flow theory proposed by Lazarsfeld and Katz found that people are more influenced by interpersonal relationships than media itself, with opinion leaders influencing others. 3) Uses and Gratifications theory sees audiences as active in choosing media to fulfill needs like diversion, relationships, identity and surveillance. 4) David Morley's theory proposed dominant, negotiated and oppositional readings of media based on how much the audience shares the producer's intended meanings.
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Audience theory
This document discusses several theories of audience:
- The Frankfurt School viewed audiences as passive, accepting media messages without question.
- The Two-Step Flow Theory proposed that opinions are influenced through opinion leaders who interpret media for others. This established audiences as active participants.
- Uses and Gratifications Theory found audiences actively consume media to fulfill personal needs like diversion, social interaction, and identity.
- Later theories expanded reasons for media use and proposed different "readings" that audiences can take, from fully accepting to opposing the preferred message.
Audience theory
The document discusses several theories of media audiences:
1. The Frankfurt School viewed audiences as isolated individuals susceptible to media messages like hypodermic needles.
2. The two-step flow theory proposed that opinion leaders receive media messages and pass them on to others, showing audiences are part of a social process.
3. Uses and gratifications theory expanded on active audiences, explaining that individuals choose media to fulfill purposes like diversion, social interaction, identity, and information gathering.
4. David Morley's study identified three types of audience readings: dominant/hegemonic (fully accepting a program's messages), negotiated (modifying messages to personal views), and oppositional/counter-hegemonic (reject
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 theory
This document summarizes four theories of audience:
1) The Frankfurt School viewed audiences as passive recipients of media messages.
2) Katz and Lazarsfield's Two Step Flow Theory proposed that opinion leaders influence others through interpersonal communication.
3) Katz and Blumler's Uses and Gratifications Theory found that audiences actively consume media to fulfill specific needs and desires.
4) David Morley's Nationwide Audience Theory described different ways audiences can interpret media messages based on their social position.
Audience theory
This document summarizes four theories of audience:
1) The Frankfurt School viewed audiences as passive, accepting media messages without question.
2) Katz and Lazarsfield's Two Step Flow Theory proposed that opinion leaders influence others through interpersonal communication.
3) Katz and Blumler's Uses and Gratifications Theory found that audiences actively consume media to fulfill different needs.
4) David Morley's Nationwide Audience Theory described three types of readings that audiences can have: dominant, negotiated, and oppositional.
Section a audience theory
This document discusses several theories of audience and media effects:
- The Frankfurt School viewed audiences as susceptible to media messages like a hypodermic needle.
- The two-step flow theory proposes that opinion leaders receive media messages and pass them to others in their social networks.
- Uses and gratifications theory argues that audiences actively choose media to fulfill needs like diversion, social interaction, identity, and information.
- David Morley's reading positions include dominant readings where audiences fully accept the message, negotiated readings where audiences modify the message, and oppositional readings where audiences reject the intended message.
Audience theory
The document discusses theories of audience from the 1920s to present. It covers:
- The Frankfurt School's "effects model" viewed audiences as passive receivers of media messages.
- The two-step flow theory found opinion leaders influence others by interpreting media for them.
- Uses and gratifications theory proposes individuals actively consume media to fulfill purposes like diversion, social interaction, identity, and information gathering.
- Later theories recognize audiences can have dominant, negotiated, or oppositional readings of media influenced by their own perspectives.
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.
Recommended
Audience theory
This document discusses several theories of audience:
- The Frankfurt School viewed audiences as passive, accepting media messages without question.
- The Two-Step Flow Theory proposed that opinions are influenced through opinion leaders who interpret media for others. This established audiences as active participants.
- Uses and Gratifications Theory found audiences actively consume media to fulfill personal needs like diversion, social interaction, and identity.
- Later theories expanded reasons for media use and proposed different "readings" that audiences can take, from fully accepting to opposing the preferred message.
Audience theory
The document discusses several theories of media audiences:
1. The Frankfurt School viewed audiences as isolated individuals susceptible to media messages like hypodermic needles.
2. The two-step flow theory proposed that opinion leaders receive media messages and pass them on to others, showing audiences are part of a social process.
3. Uses and gratifications theory expanded on active audiences, explaining that individuals choose media to fulfill purposes like diversion, social interaction, identity, and information gathering.
4. David Morley's study identified three types of audience readings: dominant/hegemonic (fully accepting a program's messages), negotiated (modifying messages to personal views), and oppositional/counter-hegemonic (reject
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 theory
This document summarizes four theories of audience:
1) The Frankfurt School viewed audiences as passive recipients of media messages.
2) Katz and Lazarsfield's Two Step Flow Theory proposed that opinion leaders influence others through interpersonal communication.
3) Katz and Blumler's Uses and Gratifications Theory found that audiences actively consume media to fulfill specific needs and desires.
4) David Morley's Nationwide Audience Theory described different ways audiences can interpret media messages based on their social position.
Audience theory
This document summarizes four theories of audience:
1) The Frankfurt School viewed audiences as passive, accepting media messages without question.
2) Katz and Lazarsfield's Two Step Flow Theory proposed that opinion leaders influence others through interpersonal communication.
3) Katz and Blumler's Uses and Gratifications Theory found that audiences actively consume media to fulfill different needs.
4) David Morley's Nationwide Audience Theory described three types of readings that audiences can have: dominant, negotiated, and oppositional.
Section a audience theory
This document discusses several theories of audience and media effects:
- The Frankfurt School viewed audiences as susceptible to media messages like a hypodermic needle.
- The two-step flow theory proposes that opinion leaders receive media messages and pass them to others in their social networks.
- Uses and gratifications theory argues that audiences actively choose media to fulfill needs like diversion, social interaction, identity, and information.
- David Morley's reading positions include dominant readings where audiences fully accept the message, negotiated readings where audiences modify the message, and oppositional readings where audiences reject the intended message.
Audience theory
The document discusses theories of audience from the 1920s to present. It covers:
- The Frankfurt School's "effects model" viewed audiences as passive receivers of media messages.
- The two-step flow theory found opinion leaders influence others by interpreting media for them.
- Uses and gratifications theory proposes individuals actively consume media to fulfill purposes like diversion, social interaction, identity, and information gathering.
- Later theories recognize audiences can have dominant, negotiated, or oppositional readings of media influenced by their own perspectives.
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 audiences and media consumption:
1. Audience theory proposes that all media has a target audience, and sometimes tries to construct audiences. Products can have mass or niche audiences.
2. The Frankfurt School proposed the "effects model" which viewed audiences as passive individuals susceptible to media messages. This view has been disproven as audiences can interact with media in more complex ways.
3. The two-step flow theory developed by Lazarsfeld and Katz suggests that opinion leaders first receive information from media, then pass it along to friends and family with their own interpretation, making personal connections more influential than mass media.
4. More recent theories view audiences as active participants who
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 theory
This document summarizes several theories of audience from the 20th century:
- The Frankfurt School in the 1920s-30s viewed audiences as passive receivers of media messages.
- The Two Step Flow theory from the 1940s argued that opinion leaders influence how audiences interpret media messages.
- Uses and Gratifications from the 1960s saw audiences as active individuals who choose media to fulfill specific needs like diversion, relationships, identity, and information.
- David Morley's work in the 1980s identified different types of readings that audiences can take, from fully sharing the media's intended meanings to negotiating or opposing them based on their own views.
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.
Stuart Hall - Audience Positioning
Stuart Hall was a cultural theorist who developed a model for how audiences interpret mass media texts. The model suggests there are three ways of reading: the dominant reading where the audience fully accepts the intended message, the negotiated reading where the audience partly accepts it but modifies it based on their own views, and the oppositional reading where the audience rejects the intended message based on how it conflicts with their own social position. Hall was interested in how the media propagates ideologies and frames public debates by positioning audiences, and the concept that texts can have multiple meanings open to different interpretations.
Media Theories.
The document discusses several media theories:
- Effects theory argues that media has direct effects on audiences, potentially manipulating them
- Uses and gratifications theory examines what audiences do with media to fulfill needs
- Reception theory views audiences as active interpreters of media texts based on their social and cultural backgrounds, leading to varied readings of the same text.
Uses and gratifications theory
Uses and gratifications theory posits that audiences actively seek out specific media to satisfy needs and motives. It focuses on why and how people use media rather than how media affects people. The theory assumes audiences are goal-oriented, proactively choose media, and can provide accurate insights into their own media use. Early studies identified motives like emotional gratification and wishful thinking. Later work organized motives into categories like diversion, social interaction, identity, and surveillance. The theory holds that social contexts shape audiences' needs and media use. It also argues people construct their own meanings from media rather than being passively influenced.
The uses and gratification theory
The uses and gratification theory was developed in 1974 by Blumler and Katz. It focuses on why people choose to use media rather than how media affects people. The theory proposes that individuals use media for information, personal identity, social interaction, and entertainment. As new media forms emerged, the reasons for using media have expanded beyond these core purposes.
Prompt 4
The document discusses how human identity is increasingly "mediated" or shaped by media influences. It covers theories about how audiences both reflect and shape their identities based on media representations. While the media can influence identities through representations that get embedded in popular culture, audiences also actively interpret media texts and use media as tools to navigate and construct their own identities.
Theories of the effect of media on society ppt
This document summarizes several theories about the effect of media on society, including agenda setting theory, the spiral of silence theory, news production research, diffusion of innovation theory, social marketing theory, the knowledge gap theory, cultivation analysis theory, and media literacy theory. It provides brief descriptions of each theory and some of their key concepts.
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.
Use and Gratification Model
The document discusses the uses and gratification theory, which examines how people actively use media to meet various needs. It identifies key needs that media can fulfill, such as information, personal identity, social interaction, and entertainment. Research has found that men and women tend to blog about different topics that align with these needs. Studies aim to understand the motives for blogging and outcomes of this activity by surveying bloggers and non-bloggers.
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.
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.
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
Uses and Gratifications Theory
The document introduces the uses and gratifications theory, which focuses on why people use media rather than what media does to people. The theory proposes that audiences use media to fulfill needs and gratifications. It was first studied by Blumler and Katz in the 1940s and remains relevant today, though it has received some criticism for being difficult to determine gratifications and relying on surveys. Research into the uses and gratifications theory continues nonetheless.
Audience Theories
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.
Audience
The document discusses audience theory and how media producers construct imagined audiences to inform their media products. It addresses the debate around passive versus active audiences and different theories on how audiences consume and make meaning from media texts. The key points are:
1) Producers must define their target audience in terms of demographics, identity factors, and how the audience will use and find meaning in the product.
2) Audiences can be passive and directly influenced by media messages or active interpreters who bring their own perspectives.
3) When creating media, producers should consider audience research and feedback to better understand and appeal to their target audience.
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.
How do audiences read media texts
The document discusses different theories around how audiences engage with media texts:
1) Early theories viewed audiences as passive, believing all messages without thinking critically (the "hypodermic needle" effect). This underestimated audiences' abilities.
2) Stuart Hall's encoding/decoding model sees the audience as active - they make their own interpretations depending on factors like identity and opinions. Texts have no set meaning.
3) Reception theory focuses on the audience role in interpreting texts. Hall identified preferred, negotiated, and oppositional readings audiences can have.
4) Later theories see audiences as even more active, selectively engaging with media and picking aspects to incorporate into their identities (the "pick and mix"
Indie rock genre research
Indie rock originated in the 1980s in the United States and United Kingdom as a genre of alternative rock characterized by diversity. It was originally used to describe independent record labels but later referred more to the music's style, which was initially seen as interchangeable with alternative rock. Classic indie rock artists include The Smiths, Radiohead, and The Strokes, while newer bands include Arctic Monkeys, Circa Waves, and Catfish & The Bottlemen. Key features include vocals, guitars, keyboards, bass, and drums, with guitar as the main instrument and understated vocals. Influences include UK rock, psychedelic rock, punk rock, and funk.
You oughta know
The document analyzes Alanis Morisette's music video for "You Oughta Know" in the context of Goodwin's theory of musical structure and storytelling. It discusses how the musical structure builds emotion from verse to chorus, and how Morisette's ragged appearance and the suitcase prop help tell the story of her emotional journey after a breakup. By addressing an unnamed "you" and using no other actors, the video enhances the song's relatability for audiences while also featuring Morisette's star performance.
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Audience theory
The document discusses several theories of audiences and media consumption:
1. Audience theory proposes that all media has a target audience, and sometimes tries to construct audiences. Products can have mass or niche audiences.
2. The Frankfurt School proposed the "effects model" which viewed audiences as passive individuals susceptible to media messages. This view has been disproven as audiences can interact with media in more complex ways.
3. The two-step flow theory developed by Lazarsfeld and Katz suggests that opinion leaders first receive information from media, then pass it along to friends and family with their own interpretation, making personal connections more influential than mass media.
4. More recent theories view audiences as active participants who
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 theory
This document summarizes several theories of audience from the 20th century:
- The Frankfurt School in the 1920s-30s viewed audiences as passive receivers of media messages.
- The Two Step Flow theory from the 1940s argued that opinion leaders influence how audiences interpret media messages.
- Uses and Gratifications from the 1960s saw audiences as active individuals who choose media to fulfill specific needs like diversion, relationships, identity, and information.
- David Morley's work in the 1980s identified different types of readings that audiences can take, from fully sharing the media's intended meanings to negotiating or opposing them based on their own views.
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.
Stuart Hall - Audience Positioning
Stuart Hall was a cultural theorist who developed a model for how audiences interpret mass media texts. The model suggests there are three ways of reading: the dominant reading where the audience fully accepts the intended message, the negotiated reading where the audience partly accepts it but modifies it based on their own views, and the oppositional reading where the audience rejects the intended message based on how it conflicts with their own social position. Hall was interested in how the media propagates ideologies and frames public debates by positioning audiences, and the concept that texts can have multiple meanings open to different interpretations.
Media Theories.
The document discusses several media theories:
- Effects theory argues that media has direct effects on audiences, potentially manipulating them
- Uses and gratifications theory examines what audiences do with media to fulfill needs
- Reception theory views audiences as active interpreters of media texts based on their social and cultural backgrounds, leading to varied readings of the same text.
Uses and gratifications theory
Uses and gratifications theory posits that audiences actively seek out specific media to satisfy needs and motives. It focuses on why and how people use media rather than how media affects people. The theory assumes audiences are goal-oriented, proactively choose media, and can provide accurate insights into their own media use. Early studies identified motives like emotional gratification and wishful thinking. Later work organized motives into categories like diversion, social interaction, identity, and surveillance. The theory holds that social contexts shape audiences' needs and media use. It also argues people construct their own meanings from media rather than being passively influenced.
The uses and gratification theory
The uses and gratification theory was developed in 1974 by Blumler and Katz. It focuses on why people choose to use media rather than how media affects people. The theory proposes that individuals use media for information, personal identity, social interaction, and entertainment. As new media forms emerged, the reasons for using media have expanded beyond these core purposes.
Prompt 4
The document discusses how human identity is increasingly "mediated" or shaped by media influences. It covers theories about how audiences both reflect and shape their identities based on media representations. While the media can influence identities through representations that get embedded in popular culture, audiences also actively interpret media texts and use media as tools to navigate and construct their own identities.
Theories of the effect of media on society ppt
This document summarizes several theories about the effect of media on society, including agenda setting theory, the spiral of silence theory, news production research, diffusion of innovation theory, social marketing theory, the knowledge gap theory, cultivation analysis theory, and media literacy theory. It provides brief descriptions of each theory and some of their key concepts.
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.
Use and Gratification Model
The document discusses the uses and gratification theory, which examines how people actively use media to meet various needs. It identifies key needs that media can fulfill, such as information, personal identity, social interaction, and entertainment. Research has found that men and women tend to blog about different topics that align with these needs. Studies aim to understand the motives for blogging and outcomes of this activity by surveying bloggers and non-bloggers.
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.
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.
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
Uses and Gratifications Theory
The document introduces the uses and gratifications theory, which focuses on why people use media rather than what media does to people. The theory proposes that audiences use media to fulfill needs and gratifications. It was first studied by Blumler and Katz in the 1940s and remains relevant today, though it has received some criticism for being difficult to determine gratifications and relying on surveys. Research into the uses and gratifications theory continues nonetheless.
Audience Theories
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.
Audience
The document discusses audience theory and how media producers construct imagined audiences to inform their media products. It addresses the debate around passive versus active audiences and different theories on how audiences consume and make meaning from media texts. The key points are:
1) Producers must define their target audience in terms of demographics, identity factors, and how the audience will use and find meaning in the product.
2) Audiences can be passive and directly influenced by media messages or active interpreters who bring their own perspectives.
3) When creating media, producers should consider audience research and feedback to better understand and appeal to their target audience.
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.
How do audiences read media texts
The document discusses different theories around how audiences engage with media texts:
1) Early theories viewed audiences as passive, believing all messages without thinking critically (the "hypodermic needle" effect). This underestimated audiences' abilities.
2) Stuart Hall's encoding/decoding model sees the audience as active - they make their own interpretations depending on factors like identity and opinions. Texts have no set meaning.
3) Reception theory focuses on the audience role in interpreting texts. Hall identified preferred, negotiated, and oppositional readings audiences can have.
4) Later theories see audiences as even more active, selectively engaging with media and picking aspects to incorporate into their identities (the "pick and mix"
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You oughta know
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The document discusses the costume, actors, and props for a blues rock music video. For costumes, the actors will wear mostly black attire or normal clothes to fit the blues rock genre. Three teenage actors are chosen - Kieran Goodall on guitar, Reuben Leishman who is available and has equipment, and Louis Keu who has a car - because they can all give a good performance. The only props needed are the musical instruments.
Genre theory
Genre theory aims to classify films into categories based on shared characteristics. Genres help audiences understand what to expect from a film and help the film industry target demand. While genres provide structure, they are also dynamic and evolve over time to reflect societal changes. For example, war films now depict cyber wars, and comedies feature less stereotypical humor. Genre theorists debate whether genres are fixed forms or constantly changing through hybridization and borrowing between genres. Overall, genres provide benefits of structure for audiences and industry but can also restrict creativity and risk alienating audiences if conventions are not pushed or blended in new ways.
Digipack Analysis
The document analyzes a digipack for an album by The White Stripes. It notes that the album cover uses a mixture of colors and poses of subjects dressed in black against white and red to convey an undertone of danger. Advertisements for positive reviews of the album from trusted music publications like NME and The Independent are also featured. As the band does not heavily advertise digitally, they seem to be targeting males aged 18-25 directly rather than younger audiences who rely more on social media, suggesting they are focusing on their existing fan base.
Fluorescent adolescent
The document analyzes the music video for the song "Fluorescent Adolescent" by the Arctic Monkeys using various narrative theories. It identifies the main characters according to Propp as the man in the black jacket being the hero and the clowns being the villains. Todorov's model of narrative identifies the initial equilibrium of the clowns attacking, the disruption when the men fight them off, and the recognition of disruption when the clowns get angry. Barthes' semiotic analysis finds codes of action, reference, and semantics, with the main enigma being that the hero and main clown were actually friends as children. Levi-Strauss suggests viewers typically see clowns as evil
Lyrics analysis
The song expresses feelings of deep love and dependence on another person. The narrator feels they have given everything to this person and cannot live without them. They promise to always be there for the other person, especially when needed and if they are alone. The narrator wants to grow old with this person and cannot leave them, showing their strong feelings and commitment to a long-term future together. However, the other person has not revealed if they feel the same deeply for the narrator, leaving them desperate to know the other's feelings.
Production schedule
This document lists equipment needed for filming on two dates. On December 21st and January 4th, all actors are needed along with a Nikon D3200 camera, Spidersteady camera rig, tripod and skateboard for both dates.
Production Schedule
Cameron Colquhoun's production schedule outlines the timeline and logistics for filming a short film from September 2016 to February 2017. It details the preliminary tasks, pre-production planning period, and production period which runs from Christmas to early February. The production plan lists the specific scene dates and locations, required equipment, actors, start times, breaks, and props for each shoot. Editing is scheduled to take place from the 24th of January to the 3rd of February 2017.
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Audience Theory
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This document discusses the relationship between media producers and audiences. It begins by discussing how we should think about what people do with media rather than what media do to people. It then discusses two main concerns regarding how audiences engage with media texts: whether texts have a single meaning or multiple meanings, and what factors need to be considered in understanding a text's meanings. The document goes on to explain four communication theories - the hypodermic needle theory, reinforcement theory, uses and gratification theory, and two-step flow theory. It provides a brief overview of each theory, including their perspectives on audiences and influence.
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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.
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This document summarizes four models of media effects:
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2) Cultural Effects Model - Views media as tool of dominant groups to gradually influence audiences based on factors like class, gender, ethnicity.
3) Hypodermic Syringe Theory - Views audiences as passive, with media having immediate effects on behavior. It does not recognize outside influences.
4) Two Step Flow Model - Views influence as from media to opinion leaders to audiences, recognizing audiences are not entirely passive but still assumes media ultimately shapes opinions. It does not fully recognize independent audience views.
Key Theories
The document discusses several theories related to how consumers engage with media:
- Uses and gratifications theory identifies 5 common reasons people use media - escapism, entertainment, surveillance, personal identity, and public relations.
- Media dependency theory proposes that people's need for media is influenced by their circumstances rather than a constant dependency, and that media helps with social integration.
- Other theories discussed include reception theory, dominant ideology/hegemony theory, Maslow's hierarchy of needs, and the two-step flow theory.
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.
Audience
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
Audience
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
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.
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The document discusses theories of audience in media studies. It describes three main theories: the effects model which sees audiences as passive, the uses and gratifications model which sees audiences as active, and the reception model which examines how media texts are encoded and decoded. It also provides context on these theories and notes they were developed before modern media so may be outdated today.
Audience
Audience theory is the starting point for analyzing media texts. There have been several theories proposed to explain the relationship between audiences and media texts, from the earliest Hypodermic Needle Model which viewed audiences as passive receivers, to more modern theories that recognize audiences as active users who consume media for different reasons. Key theories discussed include the Two-Step Flow theory which proposes information spreads through opinion leaders, Uses and Gratifications which examines why audiences consume different media to fulfill various needs, and Reception Theory which acknowledges individual audience members can interpret the same text differently based on their own experiences and perspectives.
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
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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.
Audience theories
The document discusses the purpose and goals of media according to John Reith, the founder of the BBC in 1922. Reith stated that the BBC's core mission is to inform, educate, and entertain. It also discusses journalism ethics around principles of truth, accuracy, objectivity, impartiality, fairness, and public accountability. The document then examines how tabloid newspapers may or may not uphold these principles in their reporting. It asks questions about whether certain headlines or covers respect rules of law and if they are informative, truthful, objective, fair, and hold the newspaper accountable. Finally, it discusses media audience theories like uses and gratifications theory and how audiences interact with and interpret different media texts.
Lecture 2: Perspectives of Mass Commmunications
The document summarizes a lecture on introductory mass communication. It discusses two main perspectives on studying mass communication - the functional approach and critical/cultural approach.
The functional approach examines how media fulfills certain roles or functions for society, such as surveillance, interpretation, and entertainment. It also looks at uses and gratifications theory, which analyzes how individuals use media to fulfill needs.
The critical/cultural approach developed from Marxist and feminist theories. It examines concepts like ideology, hegemony, and culture. It views media as reinforcing existing power structures and promoting dominant values. Both approaches provide useful ways to analyze media but come to different conclusions.
G325 audience theory applied march 2014
This document discusses several audience theories that can be applied when analyzing a media product. It begins by asking the reader to reflect on who their target audience was, how they tried to meet audience expectations, and what motivated their audience. It then provides overviews of several key audience theories, including hypodermic theory, uses and gratifications theory, two-step flow theory, encoding/decoding, and cultural studies approaches. The document asks the reader to consider how these different theories are evidenced in or applicable to their own media product, and how their product sought to engage audiences.
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This document summarizes key concepts in media effects and cultural studies research. It discusses how media played a role in the 2016 US presidential election and defines media effects research as attempting to understand media influence on individuals and society. It also defines cultural studies as focusing on how people make meaning through cultural symbols. The document then outlines models of mass communication, different eras of communication technology, and contemporary media effects theories before evaluating approaches and limitations of media effects and cultural studies research.
Chapter 2: Perspectives on Mass Communication
The document summarizes key concepts from Chapter 2 on perspectives of mass communication. It describes three main approaches: 1) The functional approach examines how audiences use media and benefits received. 2) The critical/cultural approach analyzes underlying power relationships and interpretations found in media. 3) The empirical approach uses social science techniques to study media effects. It then focuses on explaining the functional approach and how it analyzes why people consume media and what needs it fulfills such as cognition, diversion, social utility, affiliation, expression, and withdrawal.
Chapter 2: Perspectives on Mass Communication
The document summarizes key concepts from Chapter 2 on perspectives of mass communication. It describes three main approaches: 1) The functional approach examines how audiences use media and benefits received. 2) The critical/cultural approach analyzes underlying power relationships and interpretations. 3) The empirical approach uses social science techniques to study media effects. It then focuses on explaining the functional approach and how it analyzes why people consume media to fulfill needs like cognition, diversion, social utility, affiliation, expression, and withdrawal.
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Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
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Chapter 4
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Chapter 5
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Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
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Audience theory
- 1. Audience Theory What is audience? All media products have a target audience They also sometimes (particularly in the case of propaganda) try to construct an audience Products can have a mass audience or a niche audience The producers texts need to know the importance of their audience when making products Theory 1: The Frankfurt School Group of media theorists in the 1920s and ‘30s that were concerned about the possible effects of mass media They envisioned the media as a hypodermic syringe – how the mass-media influences audiences, linear communication theory (one way), passive audience, no individuality in the group The contents were injected into the thoughts of the audience, who accepted the attitudes, opinions and beliefs expressed by the medium without even thinking twice Theory 2: The Two Step Flow Lazarsfeld and Katz in the 1940s and ‘50s Book called ‘The People’s Choice’ 1940s by Lazarsfeld - Discovered that we’re more likely to be influenced by people than the mass media Katz – book called ‘Personal Influence’ Audience is no longer passive 2012 survey with Twitter – news finds its way to people through a diffused layer of opinion leaders – an opinion influenced through someone else’s eyes More likely to buy a product if your friends are telling you to do so, other than the media Strengths – Audiences are active and seen as part of a society Limitations – More than two steps in the flow of communication? Two Steps: First – Opinion Leaders get information from a media source Second – Opinion Leaders then pass the information, along with their interpretation, to other (friends, family, acquaintances, etc.) Theory 3: Moving from the two step flow, audiences becoming active
- 2. 1960s, as the first generation to grow up with TV became grown ups, it became increasingly apparent to media theorists that audiences made choices about what they did when consuming texts Far from being passive mass, audiences were made up of individuals who actively consumed texts for different reasons and in different ways This layer became the ‘Uses and Gratifications’ theory List of gratifications – Blumler and Katz – 1974 1. Diversion – escape from everyday problems and routine 2. Personal Relationships – using the media for emotional and other interaction, e.g. substituting soap operas for family life 3. Personal Identity – finding yourself reflected in texts, learning behaviour and values from texts 4. Surveillance – info which could be useful for living e.g. weather reports, financial news, holiday bargains Since then, the list has been extended, particularly as new media forms have come along (e.g. video games, the web) Instant messaging – do it for inclusion (to be part of a social group), relaxation, sociability, fashion, escape, affection (heavy users more motivated by sociability and affection, and light users its usually motivation by fashion) – split by gender….women chat longer for sociability, and men chat shorter for relaxation and entertainment Online gaming – accomplishment, success, entertainment, escape Theory 4: Slightly more modern…David Morley, 1980s Dominant (hegemonic) reading – The reader shares the programme’s ‘code’ (its meaning, system of values, attitudes, beliefs and assumptions) and fully accepts the programme’s ‘preferred reading’ Negotiated Reading – The reader partly shares the programme’s code and broadly accepts the preferred reading, but modifies it in a way which reflects their position and interests Oppositional (counter-hegemonic) reading – the reader does not share the programme’s code and rejects the preferred reading, bringing to bear an alternative frame of interpretation.