Audience theory
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Audience theory has evolved over time from seeing audiences as passive receivers of media messages to more active participants. Early theories like the hypodermic needle model saw audiences as passive, but the two-step flow theory from the 1940s-1950s suggested audiences are more active - with opinion leaders influencing others after first receiving information themselves. Uses and gratifications theory from 1974 examined why individuals choose certain media and what needs they fulfill, such as diversion, personal relationships, identity, and surveillance. More recent cultural studies look at how audiences can interpret media messages in dominant, negotiated, or oppositional ways based on their own perspectives.
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Audience theory
The document summarizes several theories of audience and media effects:
1) Audience Theory proposes that media producers target either mass or niche audiences and must understand their audience.
2) The Frankfurt School viewed audiences as passive, accepting media messages without question.
3) The Two Step Flow Theory posits that opinions flow from media to opinion leaders to the broader audience, making audiences more active. Uses and Gratifications Theory also sees audiences as active in choosing media to fulfill needs like diversion, relationships, identity and surveillance.
Audience theory
Audience theory has evolved over time from seeing audiences as passive receivers of media messages to active participants in the meaning making process. Early theories like the Frankfurt School's hypodermic needle theory viewed audiences as absorbing media messages without question. The two-step flow of communication model from the 1940s saw some audience members as early adopters who influenced others. Uses and gratifications theory from the 1960s recognized that audiences are active in choosing media content to fulfill certain needs and social roles. More recent views see audiences as negotiating meanings from media rather than accepting or rejecting messages wholesale.
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
History of documentaries (post 4)
The history of documentaries began in 1895 with the invention of motion pictures by the Lumiere brothers. The term "documentary" was coined in 1926 by John Grierson to describe a short film. Grierson is considered the father of the documentary film movement in Britain in the late 1920s. Following World War II, documentaries disappeared from cinemas and were broadcast on television. In the 1950s and 1960s, the Direct Cinema movement in the US aimed to directly present social and political issues. Other movements like Cinema Verite in France favored a more minimalist style with natural lighting and handheld cameras. In modern times, documentaries have expanded into different genres and purposes, exploring a variety of topics and cultures to
Politics & Postage in the Great Depression: Stamps as Propaganda
Smithsonian National Postal Museum assistant curator of philately Daniel Piazza explains why stamps are effective propaganda in Politics & Postage in the Great Depression.
Presentation kony
Baudrillard's theories can help analyze why the Kony 2012 campaign became so successful yet infamous. According to Baudrillard, too many messages and media manipulation leads audiences to become suspicious or bored. Cyberblitz subjects individuals and society to control through codes and models of social control. The masses react with indifference to media's attempts to engage them socially. In the virtual world, the real is bought and served as a ready-made commodity.
Two step flow
Two Step Flow theory proposes that (1) information from mass media does not directly influence the general public but rather passes through opinion leaders, (2) these opinion leaders then communicate the information to less active associates, and (3) this two-step process makes the information more persuasive because people are more likely to believe opinions shared by their trusted social contacts. An example is Nazi propaganda where Hitler's speeches reached the public indirectly after being filtered through and promoted by Goebbels, the head of propaganda.
Two step flow
Two Step Flow theory proposes that information from mass media does not directly influence the general public, but rather passes through "opinion leaders" who then communicate it to their followers. Paul Lazarsfeld and colleagues discovered this pattern in 1940s elections, finding that voters were more influenced by the opinions of community leaders than political ads and speeches. The theory provides a more nuanced model than the "hypodermic needle" view of direct media effects, and was effectively used in Nazi Germany where Goebbels served as an opinion leader disseminating Hitler's propaganda messages.
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Audience theory
The document summarizes several theories of audience and media effects:
1) Audience Theory proposes that media producers target either mass or niche audiences and must understand their audience.
2) The Frankfurt School viewed audiences as passive, accepting media messages without question.
3) The Two Step Flow Theory posits that opinions flow from media to opinion leaders to the broader audience, making audiences more active. Uses and Gratifications Theory also sees audiences as active in choosing media to fulfill needs like diversion, relationships, identity and surveillance.
Audience theory
Audience theory has evolved over time from seeing audiences as passive receivers of media messages to active participants in the meaning making process. Early theories like the Frankfurt School's hypodermic needle theory viewed audiences as absorbing media messages without question. The two-step flow of communication model from the 1940s saw some audience members as early adopters who influenced others. Uses and gratifications theory from the 1960s recognized that audiences are active in choosing media content to fulfill certain needs and social roles. More recent views see audiences as negotiating meanings from media rather than accepting or rejecting messages wholesale.
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
History of documentaries (post 4)
The history of documentaries began in 1895 with the invention of motion pictures by the Lumiere brothers. The term "documentary" was coined in 1926 by John Grierson to describe a short film. Grierson is considered the father of the documentary film movement in Britain in the late 1920s. Following World War II, documentaries disappeared from cinemas and were broadcast on television. In the 1950s and 1960s, the Direct Cinema movement in the US aimed to directly present social and political issues. Other movements like Cinema Verite in France favored a more minimalist style with natural lighting and handheld cameras. In modern times, documentaries have expanded into different genres and purposes, exploring a variety of topics and cultures to
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Smithsonian National Postal Museum assistant curator of philately Daniel Piazza explains why stamps are effective propaganda in Politics & Postage in the Great Depression.
Presentation kony
Baudrillard's theories can help analyze why the Kony 2012 campaign became so successful yet infamous. According to Baudrillard, too many messages and media manipulation leads audiences to become suspicious or bored. Cyberblitz subjects individuals and society to control through codes and models of social control. The masses react with indifference to media's attempts to engage them socially. In the virtual world, the real is bought and served as a ready-made commodity.
Two step flow
Two Step Flow theory proposes that (1) information from mass media does not directly influence the general public but rather passes through opinion leaders, (2) these opinion leaders then communicate the information to less active associates, and (3) this two-step process makes the information more persuasive because people are more likely to believe opinions shared by their trusted social contacts. An example is Nazi propaganda where Hitler's speeches reached the public indirectly after being filtered through and promoted by Goebbels, the head of propaganda.
Two step flow
Two Step Flow theory proposes that information from mass media does not directly influence the general public, but rather passes through "opinion leaders" who then communicate it to their followers. Paul Lazarsfeld and colleagues discovered this pattern in 1940s elections, finding that voters were more influenced by the opinions of community leaders than political ads and speeches. The theory provides a more nuanced model than the "hypodermic needle" view of direct media effects, and was effectively used in Nazi Germany where Goebbels served as an opinion leader disseminating Hitler's propaganda messages.
Feedback preproduction
Mary-Anne completed all pre-production tasks for her film project, including research on similar films, genre analysis, target audience research, scriptwriting, storyboarding, shotlisting, location planning, costumes, props, casting, and creating a production schedule. The teacher provided feedback that Mary-Anne demonstrated excellent planning in most areas, but could improve in others such as including more details on equipment, production schedule days, target audience research, and genre. Overall, the teacher awarded Mary-Anne 13 out of 20 marks initially, then increased it to 16 out of 20 after Mary-Anne added more documentation.
Risk assessment
The risk assessment identifies potential health and safety threats for a film shoot location in a common area with trees and nearby roads. It lists falling branches, nearby roads, unsteady ground, and swinging doors/gates as medium to major risks that could injure cast and crew or damage equipment. Control measures are identified such as assessing locations, securely taping off areas from roads, briefings for cast and crew, and tying open or closed any gates or doors.
Media language
This document provides an overview of key concepts in media studies, including medialanguage, technical elements of media like mise-en-scene and editing, codes and their role in creating meaning, and theories of semiotics from thinkers like Saussure, Peirce, Barthes, and Goodwin. It discusses how medialanguage shapes audience expectations and how technical elements, codes, and signs work together to construct meanings and myths that structure audience understanding in subtle ways.
Feedback evaluation
Mary-Anne Upson received marks for her AS coursework. She received 16/20 for planning, 46/60 for her main construction task, and 17/20 for her evaluation. In her evaluation, she provided good detail and understanding in answering the questions, using research, images, and technologies effectively. However, there were some lapses in spelling, punctuation, and capitalization. Overall, she received a total of 79/100 and a grade of B for her coursework.
Feedback production
A student film opening titled "Secluded" received an overall proficiency level of 3 out of 5. The two-minute opening showed technical skills in camera work with varied shots and framing. Attention to costumes, location and shadows helped build tension. Well-placed cuts, transitions and titles followed film conventions. Sound effects and a lack of dialogue effectively built tension throughout. The horror genre piece featured an excellent mask prop.
Production scheduel
This document outlines the production schedule for a music video project from November 2016 to February 2017. It details the pre-production, production, and post-production stages of the project including genre research, storyboarding, filming, and editing. The pre-production stage involved researching music videos, developing ideas, creating a shot list, and planning costumes and props. Production took place over three days filming at a beach, studio, and backup location. Post-production consisted of editing footage in After Effects over several weeks. An evaluation was then conducted in February 2017 to assess the project.
Actors, costumes and props
The document discusses the actors, costumes, and props needed for a music video. It will feature two actors, Elliot and Ellena, playing the main roles of a man who dreams of a woman on the beach. Elliot will wear plain t-shirts, black jeans, and designer sneakers to look like a pop star, with styled hair. Ellena will wear ripped jeans, a strappy tank top, and designer sneakers to fit modern pop star fashion trends. Props include a dog lead, tennis ball, headphones, stones, and a bench.
Target audience
The target audience for pop music like Coldplay's "Head Full of Dreams" is teenagers and young adults aged 16-25. While pop music appeals most to females, drawing them to both male and female artists, it has fans across genders. As most of the target audience are students with part-time jobs, pop music's target class is working class. However, fans come from all classes. While historically music videos have been conservative, pop music is open to all sexualities in its music. The target location remains American and British audiences, shown in the origins and appearances of most pop artists.
Digipak and poster analysis
This document analyzes and compares the album covers and posters for the albums "Communion" by Years & Years, "One Direction" by One Direction, and "I Created Disco" by Calvin Harris. Key points analyzed include use of color, imagery, font, and positioning of text and images to target young audiences. Both the Years & Years and Calvin Harris materials use bright colors and minimal text focused on the artist to attract teenagers and young adults. Meanwhile, One Direction features photos of the band members' faces and styles to appeal to their largely female fanbase.
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.
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
This document discusses several theories of audiences for media products:
1) The Frankfurt School viewed audiences as isolated individuals susceptible to media messages without question.
2) The Two Step Flow theory proposed that opinion leaders receive information from media and pass it on to others with their own interpretations. This recognizes that audiences actively interpret media.
3) Uses and Gratifications theory suggests that audiences make choices about media consumption to fulfill different purposes like diversion, social interaction, identity, and information gathering.
4) David Morley's theory proposes that audiences can have dominant, negotiated, or oppositional readings that respectively accept, modify, or reject the codes and meanings within media.
Audience theory
The document summarizes several theories of audience and media effects:
1) Audience Theory proposes that media producers target either mass or niche audiences and must understand their audience.
2) The Frankfurt School viewed audiences as passive, accepting media messages without question.
3) The Two Step Flow Theory posits that opinions flow from media to opinion leaders to the broader audience, making audiences more active. Opinion leaders influence others rather than the media directly influencing all.
4) Uses and Gratifications Theory sees audiences as active in choosing media to fulfill needs like diversion, relationships, identity and surveillance of useful information. Individuals consume media for different reasons.
Audience theory
This document discusses several theories of audience analysis:
1. Audience theory examines how media producers construct target audiences and how content is tailored for mass or niche groups.
2. The two-step flow theory from the 1940s-50s suggests that information spreads from media to opinion leaders and then to others. It acknowledges audiences are active participants rather than passive receivers.
3. Uses and gratifications theory from the 1960s recognizes that audiences make choices in what media they consume and why, such as for diversion, relationships, identity, or information. Analysis of audiences continues to evolve as new media emerge.
Audience theory
The document discusses several theories of audience development in media studies:
1) The Frankfurt School's "effects model" from the 1920s-30s viewed audiences as passive recipients susceptible to media messages.
2) The two-step flow theory from the 1940s-50s found people are more influenced by opinion leaders who interpret media for friends/family.
3) Uses and gratifications theory from the 1970s found audiences actively consume media to fulfill different needs like diversion, social interaction, and identity exploration.
Audience theory
This document discusses several theories of audience and media effects:
- The Frankfurt School proposed the "Hypodermic Needle" theory that audiences passively accept media messages without question.
- The Two Step Flow theory developed by Lazarsfeld and Katz found that opinions leaders first receive information from media and then pass it along to others in their social networks.
- Users Gratifications theory states that audiences actively choose media to fulfill certain needs and purposes, such as diversion, social interaction, identity, or surveillance. Different users may consume the same media for different reasons.
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.
Audience theory
This document discusses several theories of how audiences interact with and interpret media. It outlines the hypodermic syringe theory from the 1920s-1930s which viewed audiences as passive receivers of media messages. The 2-step flow theory from the 1940s-1950s proposed that opinion leaders first receive information from media and then pass it along to others. Uses and gratifications theory from the 1960s recognized that audiences actively seek out media to fulfill certain needs like diversion, relationships, identity and surveillance. Later theories like David Morley's in the 1980s suggested audiences can have dominant, negotiated or oppositional readings of media texts.
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 of audience:
1) The Frankfurt School's "effects model" viewed audiences as passive recipients of media messages.
2) The two-step flow theory developed in the 1940s-50s recognized that opinion leaders influence others through interpretation of media.
3) Uses and gratifications theory from the 1960s saw audiences as active consumers who use media for purposes like diversion, relationships, identity, and information.
4) David Morley's 1980s study identified dominant, negotiated, and oppositional readings that audiences can take from media based on their perspectives.
Audience theory
This document discusses several theories of audience:
1) The Frankfurt School's "effects model" viewed audiences as passive recipients of media messages.
2) The two-step flow theory developed in the 1940s-50s recognized that opinion leaders influence others through interpretation of media.
3) Uses and gratifications theory from the 1960s saw audiences as active consumers who use media for purposes like diversion, relationships, identity, and information.
4) David Morley's 1980s study identified dominant, negotiated, and oppositional readings that audiences can take from media based on their perspectives.
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Feedback preproduction
Mary-Anne completed all pre-production tasks for her film project, including research on similar films, genre analysis, target audience research, scriptwriting, storyboarding, shotlisting, location planning, costumes, props, casting, and creating a production schedule. The teacher provided feedback that Mary-Anne demonstrated excellent planning in most areas, but could improve in others such as including more details on equipment, production schedule days, target audience research, and genre. Overall, the teacher awarded Mary-Anne 13 out of 20 marks initially, then increased it to 16 out of 20 after Mary-Anne added more documentation.
Risk assessment
The risk assessment identifies potential health and safety threats for a film shoot location in a common area with trees and nearby roads. It lists falling branches, nearby roads, unsteady ground, and swinging doors/gates as medium to major risks that could injure cast and crew or damage equipment. Control measures are identified such as assessing locations, securely taping off areas from roads, briefings for cast and crew, and tying open or closed any gates or doors.
Media language
This document provides an overview of key concepts in media studies, including medialanguage, technical elements of media like mise-en-scene and editing, codes and their role in creating meaning, and theories of semiotics from thinkers like Saussure, Peirce, Barthes, and Goodwin. It discusses how medialanguage shapes audience expectations and how technical elements, codes, and signs work together to construct meanings and myths that structure audience understanding in subtle ways.
Feedback evaluation
Mary-Anne Upson received marks for her AS coursework. She received 16/20 for planning, 46/60 for her main construction task, and 17/20 for her evaluation. In her evaluation, she provided good detail and understanding in answering the questions, using research, images, and technologies effectively. However, there were some lapses in spelling, punctuation, and capitalization. Overall, she received a total of 79/100 and a grade of B for her coursework.
Feedback production
A student film opening titled "Secluded" received an overall proficiency level of 3 out of 5. The two-minute opening showed technical skills in camera work with varied shots and framing. Attention to costumes, location and shadows helped build tension. Well-placed cuts, transitions and titles followed film conventions. Sound effects and a lack of dialogue effectively built tension throughout. The horror genre piece featured an excellent mask prop.
Production scheduel
This document outlines the production schedule for a music video project from November 2016 to February 2017. It details the pre-production, production, and post-production stages of the project including genre research, storyboarding, filming, and editing. The pre-production stage involved researching music videos, developing ideas, creating a shot list, and planning costumes and props. Production took place over three days filming at a beach, studio, and backup location. Post-production consisted of editing footage in After Effects over several weeks. An evaluation was then conducted in February 2017 to assess the project.
Actors, costumes and props
The document discusses the actors, costumes, and props needed for a music video. It will feature two actors, Elliot and Ellena, playing the main roles of a man who dreams of a woman on the beach. Elliot will wear plain t-shirts, black jeans, and designer sneakers to look like a pop star, with styled hair. Ellena will wear ripped jeans, a strappy tank top, and designer sneakers to fit modern pop star fashion trends. Props include a dog lead, tennis ball, headphones, stones, and a bench.
Target audience
The target audience for pop music like Coldplay's "Head Full of Dreams" is teenagers and young adults aged 16-25. While pop music appeals most to females, drawing them to both male and female artists, it has fans across genders. As most of the target audience are students with part-time jobs, pop music's target class is working class. However, fans come from all classes. While historically music videos have been conservative, pop music is open to all sexualities in its music. The target location remains American and British audiences, shown in the origins and appearances of most pop artists.
Digipak and poster analysis
This document analyzes and compares the album covers and posters for the albums "Communion" by Years & Years, "One Direction" by One Direction, and "I Created Disco" by Calvin Harris. Key points analyzed include use of color, imagery, font, and positioning of text and images to target young audiences. Both the Years & Years and Calvin Harris materials use bright colors and minimal text focused on the artist to attract teenagers and young adults. Meanwhile, One Direction features photos of the band members' faces and styles to appeal to their largely female fanbase.
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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.
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
This document discusses several theories of audiences for media products:
1) The Frankfurt School viewed audiences as isolated individuals susceptible to media messages without question.
2) The Two Step Flow theory proposed that opinion leaders receive information from media and pass it on to others with their own interpretations. This recognizes that audiences actively interpret media.
3) Uses and Gratifications theory suggests that audiences make choices about media consumption to fulfill different purposes like diversion, social interaction, identity, and information gathering.
4) David Morley's theory proposes that audiences can have dominant, negotiated, or oppositional readings that respectively accept, modify, or reject the codes and meanings within media.
Audience theory
The document summarizes several theories of audience and media effects:
1) Audience Theory proposes that media producers target either mass or niche audiences and must understand their audience.
2) The Frankfurt School viewed audiences as passive, accepting media messages without question.
3) The Two Step Flow Theory posits that opinions flow from media to opinion leaders to the broader audience, making audiences more active. Opinion leaders influence others rather than the media directly influencing all.
4) Uses and Gratifications Theory sees audiences as active in choosing media to fulfill needs like diversion, relationships, identity and surveillance of useful information. Individuals consume media for different reasons.
Audience theory
This document discusses several theories of audience analysis:
1. Audience theory examines how media producers construct target audiences and how content is tailored for mass or niche groups.
2. The two-step flow theory from the 1940s-50s suggests that information spreads from media to opinion leaders and then to others. It acknowledges audiences are active participants rather than passive receivers.
3. Uses and gratifications theory from the 1960s recognizes that audiences make choices in what media they consume and why, such as for diversion, relationships, identity, or information. Analysis of audiences continues to evolve as new media emerge.
Audience theory
The document discusses several theories of audience development in media studies:
1) The Frankfurt School's "effects model" from the 1920s-30s viewed audiences as passive recipients susceptible to media messages.
2) The two-step flow theory from the 1940s-50s found people are more influenced by opinion leaders who interpret media for friends/family.
3) Uses and gratifications theory from the 1970s found audiences actively consume media to fulfill different needs like diversion, social interaction, and identity exploration.
Audience theory
This document discusses several theories of audience and media effects:
- The Frankfurt School proposed the "Hypodermic Needle" theory that audiences passively accept media messages without question.
- The Two Step Flow theory developed by Lazarsfeld and Katz found that opinions leaders first receive information from media and then pass it along to others in their social networks.
- Users Gratifications theory states that audiences actively choose media to fulfill certain needs and purposes, such as diversion, social interaction, identity, or surveillance. Different users may consume the same media for different reasons.
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.
Audience theory
This document discusses several theories of how audiences interact with and interpret media. It outlines the hypodermic syringe theory from the 1920s-1930s which viewed audiences as passive receivers of media messages. The 2-step flow theory from the 1940s-1950s proposed that opinion leaders first receive information from media and then pass it along to others. Uses and gratifications theory from the 1960s recognized that audiences actively seek out media to fulfill certain needs like diversion, relationships, identity and surveillance. Later theories like David Morley's in the 1980s suggested audiences can have dominant, negotiated or oppositional readings of media texts.
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 of audience:
1) The Frankfurt School's "effects model" viewed audiences as passive recipients of media messages.
2) The two-step flow theory developed in the 1940s-50s recognized that opinion leaders influence others through interpretation of media.
3) Uses and gratifications theory from the 1960s saw audiences as active consumers who use media for purposes like diversion, relationships, identity, and information.
4) David Morley's 1980s study identified dominant, negotiated, and oppositional readings that audiences can take from media based on their perspectives.
Audience theory
This document discusses several theories of audience:
1) The Frankfurt School's "effects model" viewed audiences as passive recipients of media messages.
2) The two-step flow theory developed in the 1940s-50s recognized that opinion leaders influence others through interpretation of media.
3) Uses and gratifications theory from the 1960s saw audiences as active consumers who use media for purposes like diversion, relationships, identity, and information.
4) David Morley's 1980s study identified dominant, negotiated, and oppositional readings that audiences can take from media based on their perspectives.
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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
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
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Audience theory
- 1. Audience Theory All mediaproductshave atarget audience. Productscan have a massaudience ora niche audience. The producersneedtoknowthe importance of whotheiraudience iswhenmakingproducts. The FrankfurtSchool (1920s 1930s(time of war and propaganda))- Hypodermicsyringe The contentof the mediawere injectedintothe thoughtsof the passive audients,whoacceptedthe attitudes,opinionsandbeliefsexpressedbythe mediumwithoutquestion. LazarfeldandKatz (1940s 1950s)-The Two StepFlow Two steps- Firststep- Opinionleadersgetinformationfromamediasource Secondstep- Opinionleadersthenpassthe information,alongwiththeirinterpretation,toothers Thissuggeststhe audience isnotactive notpassive. The trendingonsocial mediaandabilityto share,retweetandrepostisan example of the evolutionof the twosteptheory. BlulmerandKatz(1974)- Uses and gratifications The introductionof television. Individualsmightchoose anduse atextfor the followingpurposes 1. Diversion- escapefromeverydayproblemsandroutine. 2. Personal Relationships-usingthe mediaforemotional andotherinteraction 3. Personal identity- findingyourself reflectedintexts,learningbehaviourandvaluesfrom texts. 4. Surveillance- Informationwhichcouldbe useful forliving Uses andgratification Examples How doesitappeal to the audience Diversion Justwatchedmusicvideo whichisa formof diversion. Entertainment. Clothes,dance routine, alcohol,party,havingfun Personal relationships Know whothe spice girlsare by magazines,spice girl annuals,newspapers Posters,magazines,spicegirl annuals Personal identity Causingmischief,boisterous Copytheirbehaviour,relate to one of them Surveillance n/a n/a DavidMorley(1980s) – televisionaudiencesandcultural studies 3 waysto reada mediatext Dominant/hegemonicreading- The readershare the programmescode andfullyacceptsthe programmespreferredreading
- 2. Negotiatedreading- The readerpartlysharesthe programmescode andbroadlyacceptsthe preferredreading,butmodifiesitinaway whichreflectstheirpositionandinterests. Oppositionalreading-the readerdoesnotshare the programmescode andrejectsthe preferred reading,bringingtobearan alternative frame of interpretation.