Audience theory
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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
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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
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
This document discusses several theories related to how audiences interact with media:
1. Audience theory explains that all media have target audiences that can be mass or niche. Producers must understand their audience when creating content.
2. The two-step flow theory from the 1940s-50s suggests that opinion leaders first get information from media and then pass their own interpretations on to others in their social networks.
3. Uses and gratifications theory from the 1960s examines why individuals choose certain media to fulfill purposes like diversion, social interaction, identity, and information gathering.
Media effects revision - mass media section A2
This document summarizes four models of media effects:
1) Uses and Gratification Model - Views audiences as active in choosing media to fulfill needs and shape identities. It recognizes audience power but ignores social factors.
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.
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
Audience theory has evolved over time from three main perspectives:
The first theory from the 1920s-1930s viewed audiences as passive receivers of media messages. The two-step flow theory from the 1940s-1950s saw audiences as more active, with opinion leaders influencing others. Uses and gratifications theory from the 1960s saw audiences as active consumers who use media selectively to fulfill various needs like diversion, social interaction, identity, and information gathering.
Audience theory
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.
Audience Theory
The document discusses several mass media theories: the hypodermic needle model in which audiences directly accept media messages; the two-step flow model where some influence others; uses and gratifications theory that audiences are not passive but use media for specific needs; reception theory where meaning comes from the audience's background; and the obstinate audience theory where audiences actively select what to pay attention to. The document suggests the audience reception theory best applies to its documentary as the intended audience can consider their personal experiences and agree or disagree with the message portrayed.
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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
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
This document discusses several theories related to how audiences interact with media:
1. Audience theory explains that all media have target audiences that can be mass or niche. Producers must understand their audience when creating content.
2. The two-step flow theory from the 1940s-50s suggests that opinion leaders first get information from media and then pass their own interpretations on to others in their social networks.
3. Uses and gratifications theory from the 1960s examines why individuals choose certain media to fulfill purposes like diversion, social interaction, identity, and information gathering.
Media effects revision - mass media section A2
This document summarizes four models of media effects:
1) Uses and Gratification Model - Views audiences as active in choosing media to fulfill needs and shape identities. It recognizes audience power but ignores social factors.
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.
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
Audience theory has evolved over time from three main perspectives:
The first theory from the 1920s-1930s viewed audiences as passive receivers of media messages. The two-step flow theory from the 1940s-1950s saw audiences as more active, with opinion leaders influencing others. Uses and gratifications theory from the 1960s saw audiences as active consumers who use media selectively to fulfill various needs like diversion, social interaction, identity, and information gathering.
Audience theory
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.
Audience Theory
The document discusses several mass media theories: the hypodermic needle model in which audiences directly accept media messages; the two-step flow model where some influence others; uses and gratifications theory that audiences are not passive but use media for specific needs; reception theory where meaning comes from the audience's background; and the obstinate audience theory where audiences actively select what to pay attention to. The document suggests the audience reception theory best applies to its documentary as the intended audience can consider their personal experiences and agree or disagree with the message portrayed.
Hypodermic needle model
The hypodermic needle model is a communications model from the 1930s that suggests audiences passively receive information transmitted through media without processing or challenging it. The model holds that an intended message is directly received and wholly accepted by the receiver. It suggests audiences are manipulated by media creators and their behavior and thinking can be easily changed. The model considers audiences to be passive and homogeneous.
Audience Theory
This document discusses theories about how media audiences are influenced. It describes the "hypodermic needle" or "effects" model, which suggests the media directly influences audiences like a syringe injecting ideas. It also discusses the cultivation theory, which is that repeated media exposure shapes audiences' views of social reality over time. The document notes criticisms of theories that portray audiences as passive masses, pointing instead to more active audience interpretations and the two-step flow of influence through opinion leaders. It suggests modern versions look at how moral panics can emerge from media coverage. Overall, the document examines debates around the power and passiveness of audiences in relation to media effects and influence.
Intro to media studies
This document provides an introduction to media studies. It defines media as collective communication outlets used to deliver information, including television, music, newspapers, the internet and advertising. Media studies is described as the discipline that analyzes content, history and effects of mass media. The document outlines the importance of media literacy in making sense of increasing media messages. It then gives a brief history of media development and an overview of four eras in the evolution of media theories, from early mass society theories to current cultural criticism approaches. Key theories from each era are also summarized.
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.
Media audience theories
The document summarizes several theories of media effects on audiences:
1) The Hypodermic Syringe Model sees media as having a direct, strong effect on passive audiences, especially young people.
2) Reception Analysis Theory argues audiences interpret media based on their background and can have three types of readings: dominant, oppositional, or negotiated.
3) Uses and Gratifications Model views audiences as active in using media to fulfill needs like escapism or information gathering.
4) Selective Filter Model claims media only affects audiences if the message is exposed to, perceived by, and retained in memory.
5) Two-Step Flow Model suggests opinions in media are influenced by "opinion
Media effects
The document discusses several theories of media effects:
- Hypodermic needle theory sees audiences as passive and unable to resist media messages.
- Uses and gratifications theory sees audiences as active and making deliberate choices in their media interactions. It identifies four uses: surveillance, diversion, personal identity, and personal relationships.
- Cultivation theory argues that media messages have long-term effects by repetition and influence audiences' views over time.
- Reception theory focuses on how audiences interpret and make their own meanings from media texts, seeing audiences as active rather than passive.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Uses and gratifications 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.
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"
Audience theory
Audience theory examines how audiences are constructed and how they interact with media texts. Audiences can be broken down into subgroups based on demographics like age, gender, ethnicity, and social class. Media texts often target 18+ white males as they are the largest demographic group and have more disposable income. Audiences access media texts through various means like websites, magazines, movies, and streaming services. The motivation for audiences engaging with media texts can be explained by uses and gratification theory, as people use media to learn about society and for social interaction. Media texts can influence audiences both positively by informing and educating, and negatively by creating unrealistic social constructs and expectations.
Audience Theorists
This document summarizes several theories related to audience engagement with media:
- Jeremy Tunstall describes primary, secondary, and tertiary levels of audience engagement with different media.
- Uses and Gratifications Theory explains how audiences seek different gratifications and pleasures from media.
- Katz and Lazarsfeld's Two-Step Flow Theory describes how opinions are formed through opinion leaders.
- Adorno's theory of passive consumption and the hypodermic needle model view audiences as being directly influenced by media messages.
- David Gauntlett's concept of the prosumer discusses how audiences can become producers through activities like creating YouTube videos.
- Stuart Hall's theory of dominant, negotiated, and oppositional readings examines how
Audience Theory
The hypodermic needle model from the 1920s suggested that audiences passively receive media messages without processing or challenging the information. However, this theory proved too simplistic. The two-step flow theory proposed that information flows from media to opinion leaders in society, who then influence their social circles, so the effect is mediated rather than direct. This two-step process and role of social factors diminished the perceived power of media on audiences.
Uses and Gratification theory
The Uses and Gratification Theory proposes that people actively seek out media to fulfill certain needs, and over time researchers have identified common reasons or gratifications that influence media selection, such as diversion, social interaction, and learning. The theory developed in three stages from 1944 to the present, with early work identifying gratifications for listening to soap operas and developing a formula for media selection, to later research grouping common uses of media and studying motivations for consuming different types of content.
Media dependency theory presentation
The Media Dependency Theory proposes that the more dependent an individual is on media to have their needs met, the more important media will be to that person. The theory was developed by Sandra Ball-Rokeach and Melvin DeFleur and is widely applicable today given society's overwhelming use of media. There is debate around what exactly causes media dependency, with some pointing to factors like age, occupation, or geographic location.
Hypodermic Needle Theory
The hypodermic needle theory emerged in the 1940s-1950s and suggested that mass media had a powerful and direct effect on audiences, "injecting" them with messages that would trigger a desired response. Several factors contributed to this view, including the rise of radio and TV, advertising and propaganda industries, and studies of media influence on children. The theory saw audiences as passive receivers with no ability to resist media messages. An example was a 1938 radio dramatization of War of the Worlds that some listeners mistakenly believed was real news of a Martian invasion. While the theory provided large datasets, it is now seen as too simplistic since audiences interpret media differently and are more sophisticated than assumed.
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.
COMM 101H Chapter #1
The document discusses the scope and influence of mass media in modern society. It notes that media consumption is at all-time highs, with people spending over four hours daily engaging with various media formats. Mass media have become a primary forum for cultural debate and defining societal values, with the most powerful media voices having significant influence over cultural understandings. However, media only shape culture through their interaction with audiences, so both industries and individuals must participate responsibly in cultural discussions.
Presentation
This document provides an overview of gatekeeping theory and the hypodermic needle theory. It defines gatekeeping theory as the process by which information passes through various "gates" or gatekeepers on its way to the audience. It traces the history and development of gatekeeping theory from Lewin to Shoemaker. It also discusses cases of gatekeeping in journalism, marketing, and at the individual level. The document then defines the hypodermic needle theory as the idea that media messages have a direct influence on audiences. It discusses the history and limitations of this theory, and provides cases like The War of the Worlds radio broadcast. Finally, it considers how these theories apply in modern social media, where audiences can now interact with media
A2 media revision
- 'We media' refers to user-generated content and participatory media enabled by technologies like blogs, social media, and wikis. This emergence has both increased and decreased democracy in some ways.
- On one hand, new media has empowered ordinary users to participate in content creation and distribution, opening up access and diversifying voices. However, large platforms and profit motives can still influence content and limit democratic potential.
- The future may see both increased individual expression but also new forms of surveillance and control if democratic values are not upheld online as they are offline.
Target audience
Indie pop music targets audiences aged 16-22. Record labels help spread awareness of up-and-coming indie pop artists through social media platforms like YouTube, Facebook, and Twitter. While indie pop has roots in genres popular with both men and women, it aims to appeal to all genders. The target demographic is typically 15-21 year olds, especially students who value independence and are striving to achieve freedom in their young adulthood. Indie pop fans often have artistic and creative styles of their own and the genre contrasts alternative rock by being more melodic and incorporating retro elements like vocals, guitars, and piano.
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.
Narrative theory
Narrative theory analyzes how media texts communicate meaning about events through organized spatial and temporal relationships. It views narrative as a chain of causally linked events that have a beginning, middle, and end embodying a judgment about the nature of those events. Various theorists have proposed models for analyzing narratives, including Propp's characterization types, Todorov's equilibrium stages, Barthes' codes, and Levi-Strauss' exploration of binary oppositions reflecting a culture's values. More recent trends include nonlinear and self-reflexive postmodern narratives. Narrative analysis examines how elements like editing, camerawork and sound construct meaning for audiences.
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Hypodermic needle model
The hypodermic needle model is a communications model from the 1930s that suggests audiences passively receive information transmitted through media without processing or challenging it. The model holds that an intended message is directly received and wholly accepted by the receiver. It suggests audiences are manipulated by media creators and their behavior and thinking can be easily changed. The model considers audiences to be passive and homogeneous.
Audience Theory
This document discusses theories about how media audiences are influenced. It describes the "hypodermic needle" or "effects" model, which suggests the media directly influences audiences like a syringe injecting ideas. It also discusses the cultivation theory, which is that repeated media exposure shapes audiences' views of social reality over time. The document notes criticisms of theories that portray audiences as passive masses, pointing instead to more active audience interpretations and the two-step flow of influence through opinion leaders. It suggests modern versions look at how moral panics can emerge from media coverage. Overall, the document examines debates around the power and passiveness of audiences in relation to media effects and influence.
Intro to media studies
This document provides an introduction to media studies. It defines media as collective communication outlets used to deliver information, including television, music, newspapers, the internet and advertising. Media studies is described as the discipline that analyzes content, history and effects of mass media. The document outlines the importance of media literacy in making sense of increasing media messages. It then gives a brief history of media development and an overview of four eras in the evolution of media theories, from early mass society theories to current cultural criticism approaches. Key theories from each era are also summarized.
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.
Media audience theories
The document summarizes several theories of media effects on audiences:
1) The Hypodermic Syringe Model sees media as having a direct, strong effect on passive audiences, especially young people.
2) Reception Analysis Theory argues audiences interpret media based on their background and can have three types of readings: dominant, oppositional, or negotiated.
3) Uses and Gratifications Model views audiences as active in using media to fulfill needs like escapism or information gathering.
4) Selective Filter Model claims media only affects audiences if the message is exposed to, perceived by, and retained in memory.
5) Two-Step Flow Model suggests opinions in media are influenced by "opinion
Media effects
The document discusses several theories of media effects:
- Hypodermic needle theory sees audiences as passive and unable to resist media messages.
- Uses and gratifications theory sees audiences as active and making deliberate choices in their media interactions. It identifies four uses: surveillance, diversion, personal identity, and personal relationships.
- Cultivation theory argues that media messages have long-term effects by repetition and influence audiences' views over time.
- Reception theory focuses on how audiences interpret and make their own meanings from media texts, seeing audiences as active rather than passive.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Uses and gratifications 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.
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"
Audience theory
Audience theory examines how audiences are constructed and how they interact with media texts. Audiences can be broken down into subgroups based on demographics like age, gender, ethnicity, and social class. Media texts often target 18+ white males as they are the largest demographic group and have more disposable income. Audiences access media texts through various means like websites, magazines, movies, and streaming services. The motivation for audiences engaging with media texts can be explained by uses and gratification theory, as people use media to learn about society and for social interaction. Media texts can influence audiences both positively by informing and educating, and negatively by creating unrealistic social constructs and expectations.
Audience Theorists
This document summarizes several theories related to audience engagement with media:
- Jeremy Tunstall describes primary, secondary, and tertiary levels of audience engagement with different media.
- Uses and Gratifications Theory explains how audiences seek different gratifications and pleasures from media.
- Katz and Lazarsfeld's Two-Step Flow Theory describes how opinions are formed through opinion leaders.
- Adorno's theory of passive consumption and the hypodermic needle model view audiences as being directly influenced by media messages.
- David Gauntlett's concept of the prosumer discusses how audiences can become producers through activities like creating YouTube videos.
- Stuart Hall's theory of dominant, negotiated, and oppositional readings examines how
Audience Theory
The hypodermic needle model from the 1920s suggested that audiences passively receive media messages without processing or challenging the information. However, this theory proved too simplistic. The two-step flow theory proposed that information flows from media to opinion leaders in society, who then influence their social circles, so the effect is mediated rather than direct. This two-step process and role of social factors diminished the perceived power of media on audiences.
Uses and Gratification theory
The Uses and Gratification Theory proposes that people actively seek out media to fulfill certain needs, and over time researchers have identified common reasons or gratifications that influence media selection, such as diversion, social interaction, and learning. The theory developed in three stages from 1944 to the present, with early work identifying gratifications for listening to soap operas and developing a formula for media selection, to later research grouping common uses of media and studying motivations for consuming different types of content.
Media dependency theory presentation
The Media Dependency Theory proposes that the more dependent an individual is on media to have their needs met, the more important media will be to that person. The theory was developed by Sandra Ball-Rokeach and Melvin DeFleur and is widely applicable today given society's overwhelming use of media. There is debate around what exactly causes media dependency, with some pointing to factors like age, occupation, or geographic location.
Hypodermic Needle Theory
The hypodermic needle theory emerged in the 1940s-1950s and suggested that mass media had a powerful and direct effect on audiences, "injecting" them with messages that would trigger a desired response. Several factors contributed to this view, including the rise of radio and TV, advertising and propaganda industries, and studies of media influence on children. The theory saw audiences as passive receivers with no ability to resist media messages. An example was a 1938 radio dramatization of War of the Worlds that some listeners mistakenly believed was real news of a Martian invasion. While the theory provided large datasets, it is now seen as too simplistic since audiences interpret media differently and are more sophisticated than assumed.
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.
COMM 101H Chapter #1
The document discusses the scope and influence of mass media in modern society. It notes that media consumption is at all-time highs, with people spending over four hours daily engaging with various media formats. Mass media have become a primary forum for cultural debate and defining societal values, with the most powerful media voices having significant influence over cultural understandings. However, media only shape culture through their interaction with audiences, so both industries and individuals must participate responsibly in cultural discussions.
Presentation
This document provides an overview of gatekeeping theory and the hypodermic needle theory. It defines gatekeeping theory as the process by which information passes through various "gates" or gatekeepers on its way to the audience. It traces the history and development of gatekeeping theory from Lewin to Shoemaker. It also discusses cases of gatekeeping in journalism, marketing, and at the individual level. The document then defines the hypodermic needle theory as the idea that media messages have a direct influence on audiences. It discusses the history and limitations of this theory, and provides cases like The War of the Worlds radio broadcast. Finally, it considers how these theories apply in modern social media, where audiences can now interact with media
A2 media revision
- 'We media' refers to user-generated content and participatory media enabled by technologies like blogs, social media, and wikis. This emergence has both increased and decreased democracy in some ways.
- On one hand, new media has empowered ordinary users to participate in content creation and distribution, opening up access and diversifying voices. However, large platforms and profit motives can still influence content and limit democratic potential.
- The future may see both increased individual expression but also new forms of surveillance and control if democratic values are not upheld online as they are offline.
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Target audience
Indie pop music targets audiences aged 16-22. Record labels help spread awareness of up-and-coming indie pop artists through social media platforms like YouTube, Facebook, and Twitter. While indie pop has roots in genres popular with both men and women, it aims to appeal to all genders. The target demographic is typically 15-21 year olds, especially students who value independence and are striving to achieve freedom in their young adulthood. Indie pop fans often have artistic and creative styles of their own and the genre contrasts alternative rock by being more melodic and incorporating retro elements like vocals, guitars, and piano.
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.
Narrative theory
Narrative theory analyzes how media texts communicate meaning about events through organized spatial and temporal relationships. It views narrative as a chain of causally linked events that have a beginning, middle, and end embodying a judgment about the nature of those events. Various theorists have proposed models for analyzing narratives, including Propp's characterization types, Todorov's equilibrium stages, Barthes' codes, and Levi-Strauss' exploration of binary oppositions reflecting a culture's values. More recent trends include nonlinear and self-reflexive postmodern narratives. Narrative analysis examines how elements like editing, camerawork and sound construct meaning for audiences.
Hillier jade
Jade Hillier completed pre-production tasks for her film project including genre analysis, script, storyboard, shotlist, floor plans, locations, costumes, props, actors, and equipment. The teacher noted Jade was missing analysis of similar products but that her other pre-production work demonstrated excellent and careful planning. The teacher awarded Jade 15 out of 20 marks and suggested including similar product analysis for improvement.
Genre research indie pop
Indie pop is a genre of alternative music that originated in the UK in the 1970s. It features vocals, guitar, bass, and drums. The term "indie" referred to artists on independent labels. Key moments included the 1986 C86 compilation and American band Beat Happening. Subgenres include twee pop, known for quaint styles, and chamber pop, featuring lush orchestrations. The genres are related but twee and chamber pop have distinguishing features.
Costume, prop and actors
The document discusses the actors, costumes, and props needed for the music video. It will feature two dancers, Fraser and Zoe, performing a contemporary dance routine. The narrative will focus on a couple, Josh and Franny. Costumes for all actors will be minimalist and neutral colors. Props are not needed as the focus is on the dancers and actors. Examples of successful indie pop music videos with both high and minimal production values are referenced.
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The document discusses location plans for shooting scenes for a music video for the band Seafret. It describes shooting an opening scene at a unique structure to set the conceptual genre. Dance scenes would be filmed in a large open warehouse or area with minimal camera movement and space for dancers. Intimate narrative scenes of a fighting couple would be shot in a bedroom to portray the moment realistically with few props. Floor plans are included to illustrate the camera and subject placement for each scene.
Media task 6 gone girl
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Media task 6 prisoners
The document provides a detailed summary and analysis of the movie trailer for "Prisoners". It analyzes various shots and scenes from the trailer to understand the mood, tone, and key plot points. The trailer is about two families whose daughters go missing. It shows the growing tension and desperation as time passes without any leads in finding the girls. Various shots are examined to understand how they build intensity and mystery around who kidnapped the daughters.
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Similar to Audience theory
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
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.
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.
6.4 - Relationship between Producers and Audience.pptx
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.
Audience theory 15th dec 2010
This is the ppt used in the lesson on Wednesday 15th December. If you were absent, you need to read through and make notes.
Audience theories
The document discusses four main audience theories: the hypodermic needle model, two-step flow theory, uses and gratifications theory, and reception theory. The hypodermic needle model and two-step flow theory view audiences as passive, while uses and gratifications theory sees audiences as active in choosing media to fulfill certain needs. Reception theory argues producers encode hidden messages for audiences to decode.
21st Century Communication A Reference Handbook Media U.docx
21st Century Communication: A Reference
Handbook
Media Uses and Gratifications
Contributors: CarrieLynn D. Reinhard & Brenda Dervin
Edited by: William F. Eadie
Book Title: 21st Century Communication: A Reference Handbook
Chapter Title: "Media Uses and Gratifications"
Pub. Date: 2009
Access Date: February 26, 2019
Publishing Company: SAGE Publications, Inc.
City: Thousand Oaks
Print ISBN: 9781412950305
Online ISBN: 9781412964005
DOI: http://dx.doi.org/10.4135/9781412964005.n56
Print pages: 506-515
© 2009 SAGE Publications, Inc. All Rights Reserved.
This PDF has been generated from SAGE Knowledge. Please note that the pagination of the online
version will vary from the pagination of the print book.
javascript:void(0);
http://dx.doi.org/10.4135/9781412964005.n56
Media Uses and Gratifications
From one end of the globe to the other, people in all walks of life use media—in their homes, at their daily
labors, and as they move by foot or vehicle from place to place. Every one of these uses involves an audience
member making a conscious or unconscious, habitual or new choice among an increasing explosion of me-
dia options: traditional choices of radio, TV, and newspapers, magazines, and books and newer options such
as Internet sites, video games, DVDs, and MP3 players. In addition, each user is faced with ever-increasing
avenues for getting access to their media choices. Users, thus, make “choices” of what to seek and how. In
the tradition of media studies known as “uses and gratifications,” the fundamental questions have been the
following: Why do people make particular media choices? What needs are they filling by doing so? What im-
pacts do their choices have on them? Under what conditions are some choices made and not others?
One person, coming home from a stressful day, may turn to an often-viewed TV drama, not so much for its
content but because one of the actors is a familiar favorite, someone welcomed as a “friend.” Another may be
suspecting that she has some kind of digestive disorder and goes online to find health-oriented Internet sites.
Another is becoming increasingly upset about the state of world events and turns to his favorite politically
oriented news show for confirmation of his worldview. A crafts fanatic turns to a do-it-yourself TV channel; a
lonesome college student seeks refuge in a guilty pleasure, listening to rap music, while none of her usually
critical family are home. Accounting for these kinds of audience choices is the essential focus of the uses-
and-gratifications approach.
Historical Origins: From Media Effects on Audiences to
Audience Effects on Media
A number of intersecting events led scholars both in the social sciences and humanities to become interested
in the relationships between media, audiences, and society. One was the rise of the mass media themselves,
with the increasing presence in people's lives resulting from the rapid diffusion, in turn, of.
Active audience
The document discusses the theory of the active audience, which posits that audiences play an active role in interpreting media messages rather than passively accepting them. It outlines the development of this theory over time, from early models that viewed audiences as passive to Stuart Hall's encoding/decoding model and other research emphasizing that audiences filter messages through their own experiences and can negotiate or oppose the dominant meanings. The document also discusses criticisms of and ongoing questions around the active audience theory.
Wk 7 – SG1006 – The active audience
This document provides an overview of key readings and themes for a university course on media studies and the active audience. It discusses early research on media effects that viewed audiences as passive. It then covers developments like Hall's encoding/decoding model, Morley's Nationwide study, and the uses and gratification perspective that saw audiences as active. More recent topics examined include audience engagement with digital media and examples of fan cultures interacting with television texts across multiple platforms.
Audience Theory
The document summarizes several audience theory models:
1) The Hypodermic-Syringe Model suggests audiences respond uniformly to media messages, but it has been criticized as outdated.
2) The Two-Step Flow Model proposes ideas spread from media to opinion leaders then the wider audience. Research shows this occurs on Twitter.
3) Uses and Gratifications Theory holds that audiences actively select media to fulfill needs like entertainment, social interaction, and education.
4) The Nationwide Project identified three types of audience readings: dominant, negotiated, and oppositional.
Audience theory
The document discusses several models of how audiences interact with and make meaning from media texts, moving from early passive models to more recent active models. It describes the hypodermic needle model, two-step flow model, uses and gratifications model, and reception theory model, noting how each successive model viewed audiences as more active and complex in their engagement with media.
FSSc Week 3 Media.pptx
This document provides an overview of key concepts relating to media studies, including:
- Defining different types of media such as mass media, news media, and social media.
- Exploring debates around the influence of media on society, with perspectives including Marxism which argues media reproduces the values of those in power, and pluralism which sees media as reflecting diverse societal views.
- Discussing factors like ownership, control, and audience interpretation that shape how media content is produced and received.
The document outlines learning objectives and introduces theoretical frameworks for analyzing media's role in society.
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.
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 discusses several theories of audience analysis:
- The Frankfurt School proposed the "effects model" which viewed audiences as isolated individuals susceptible to media messages without question.
- The two-step flow theory developed the idea that opinion leaders receive information from media sources and then pass it along to others in their social groups.
- Uses and gratifications theory sees audiences as active consumers who choose media for different reasons like diversion, social interaction, identity, or information gathering.
- David Morley's work identified three types of audience readings - dominant, negotiated, and oppositional - based on the degree to which audience members accept or reject the preferred meaning of a media text.
Audiences
The document discusses different theories about how media audiences interact with media content. Early theorists viewed audiences as easily manipulated masses that could be influenced by advertising or propaganda. However, others see audiences as having less influence and interacting with media in more subtle ways. The document goes on to discuss the idea that audiences were once seen as atomized individuals consuming the same media alone, and theories about audiences as masses comparable to crowds. It questions how well these theories describe modern audiences.
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.
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Audience theory
- 1. AUDIENCE THEORY WHATIS AUDIENCE? All media products havea target audience. They also sometimes (particularly in the caseof propaganda) try to constructan audience Products can have a mass audience or a niche audience. The producer’s texts need to know the importance of their audience when making products. THE FRANKFURT SCHOOL The Frankfurtschoolwerea group of media theorists in the 1920’s and 1930’s which were concerned about the possibleeffects of mass media. (Surrounding World War 1 and 2) The proposed the “effects” model, which considered society to composed of isolated individuals who weresusceptible to medal messages. TheFrankfurt schoolcalls this the hypodermic syringe(hypodermic needle) The contents of the media were injected into the thought of the audiences who accepted the attitudes opinions and benefits expressed by the medium without question. Basic breakdown: o Linear communication o Passiveaudience o No individual difference o The theory has been deemed incorrect, as there is no scientific proof however audiences still can interact with the media in a similar way to what the Frankfurtschoolbelieved. Believability example; H.G. Wells’ War of the Worlds broadcast(1968) THE TWO STEP FLOW Developed by Lazarsfeld and Katz in the 1940’s and 1950’s The Two Steps;
- 2. 1. Firstly, opinion leaders get information from a media source 2. Second, opinion leaders then pass the information along with their interpretation to others (friends, family, acquaintances, fans, etc.) “More likely to be influenced by individuals than mass media” - Lazarsfeld A quote from, the people’s choice (1940’s) Katz wrotea book aboutthe two step flow named, Personalinfluence. Basic breakdown: o Audiences are no longer passive, active participants in the communication process. o Twitter (2012) Opinion leaders have a larger influence than news outlets. News finds its way through the prominent opinion leaders moreover than news outlets. o Personalopinion is always an issueas when the news outlets are passivecompared to the opinion leaders who add personalopinion. o Friends and family has a higher influence than any other source, advertising campaigns have targeted this in the past. Strengths: - Audiences are active and seen as part of a society Limitations: - Are there more than two steps in the flow of communication? Example: GeorgeClooney, Mark Zuckerberg and their influence in the Kony 2012 campaign AUDIENCES BECOMING ACTIVE During the 1960’s as thefirstgeneration to grow us with television became grown-ups itbecame increasingly apparent to media theorists that audiences made choices about what they did when consuming texts Far frombeing passivemass, audiences weremade up of individuals who actively consumetexts for different reasons and in different ways. This later became the uses and gratification.
- 3. Blumler and Katz explained this theory and published their own ion 1974. Explaining why individuals might chooseand use a text. 1. Diversion - Escape fromeveryday problems and routine 2. Personalrelationships - Using the media for emotional and other interactions e.g. caring about game of thrones characters. 3. Personalidentity - Finding yourself relating to texts, learning behaviour and values from texts 4. Surveillance - Information which could be useful for living e.g. weather and news Since then the list pf uses and gratifications has been extended particularly as new media forms havecome along Instantmessaging, mobilephone use, social media - We messagebecause we wantto relax ,entertainment, inclusion (senseof belonging to a social group), sociability, fashion, escape, affection, ‘venting’ For heavy users weremost motivated by affection and sociability For lesser users it was Fashion. Gender. Women: chat longer and to be social. Men: chat for less and for entertainment Same for: Online gaming. They enjoy, success and socialenjoyment, DAVID MORLEY In a very significantstudy of audience responses to a popular news magazine programmein the early 1980’s, TheNationwideAudience, David Morley suggests thatthere are three main different kinds of reading audience members can produce: - Dominant The reader shares the programme’s code(system of values, attitudes, beliefs, and assumptions) and fully accept and agree with them - Negotiated reading
- 4. The reader partly shared the programmes codebut reflects their position and interests -Oppositional The reader disagrees with the code and rejects the preferred reading. By consuming this it only broadens an alternative frame of interpretation