Audience theory
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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.
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Uses and gratification theory
Uses and gratification theory examines why audiences actively seek out media and what they gain from their media use. It identifies four main gratifications or needs that media use can fulfill: information, personal identity, integration and social interaction, and entertainment. The theory focuses on understanding the specific needs audiences are trying to satisfy with their choice of media and argues that gratifications received can also influence audiences' future needs and expectations.
Audience theory
The document discusses several theories of audiences and media consumption:
1. Audience theory proposes that all media has a target audience, and sometimes tries to construct audiences. Products can have mass or niche audiences.
2. The Frankfurt School proposed the "effects model" which viewed audiences as passive individuals susceptible to media messages. This view has been disproven as audiences can interact with media in more complex ways.
3. The two-step flow theory developed by Lazarsfeld and Katz suggests that opinion leaders first receive information from media, then pass it along to friends and family with their own interpretation, making personal connections more influential than mass media.
4. More recent theories view audiences as active participants who
Audience theories
This document summarizes several theories of audience reception of media:
- The hypodermic needle model suggests media directly injects opinions into passive audiences' minds, exemplified by Nazi propaganda. It is now obsolete as audiences are more active.
- Uses and gratifications theory proposes audiences seek to fulfill needs like surveillance, identity, and diversion through media consumption.
- Encoding/decoding theory describes how institutions encode messages while audiences decode based on their own interpretation, which can differ due to age, culture, etc.
- Social and cultural context theory holds that audiences' interpretations vary according to their social position, culture, class, gender, and preexisting knowledge.
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.
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This document provides a timeline and overview of major approaches in media studies from the 1940s to the 1970s. It discusses functionalism in the 1940s which looked at how media influences society. In the 1960s, effects studies examined media influence on individuals, and cultivation theory argued media has small gradual effects. Critical theory in the 1960s viewed media as "dumbing down" audiences. Uses and gratifications theory in the 1970s saw audiences as active in using media to fulfill needs. Media ecology emerged in the 1970s and examined how media shapes society.
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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.
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 and gratification theory
The Uses and Gratifications Theory focuses on what audiences gain from media rather than how media affects them. It suggests that audiences are active in choosing media to fulfill needs like information, entertainment, social interaction, or escape. The theory proposes that people use different media sources to meet cognitive, affective, personal, social, and tension release needs. Modern applications continue to demonstrate how new media technologies allow audiences to gratify these various needs.
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Uses and gratification theory
Uses and gratification theory examines why audiences actively seek out media and what they gain from their media use. It identifies four main gratifications or needs that media use can fulfill: information, personal identity, integration and social interaction, and entertainment. The theory focuses on understanding the specific needs audiences are trying to satisfy with their choice of media and argues that gratifications received can also influence audiences' future needs and expectations.
Audience theory
The document discusses several theories of audiences and media consumption:
1. Audience theory proposes that all media has a target audience, and sometimes tries to construct audiences. Products can have mass or niche audiences.
2. The Frankfurt School proposed the "effects model" which viewed audiences as passive individuals susceptible to media messages. This view has been disproven as audiences can interact with media in more complex ways.
3. The two-step flow theory developed by Lazarsfeld and Katz suggests that opinion leaders first receive information from media, then pass it along to friends and family with their own interpretation, making personal connections more influential than mass media.
4. More recent theories view audiences as active participants who
Audience theories
This document summarizes several theories of audience reception of media:
- The hypodermic needle model suggests media directly injects opinions into passive audiences' minds, exemplified by Nazi propaganda. It is now obsolete as audiences are more active.
- Uses and gratifications theory proposes audiences seek to fulfill needs like surveillance, identity, and diversion through media consumption.
- Encoding/decoding theory describes how institutions encode messages while audiences decode based on their own interpretation, which can differ due to age, culture, etc.
- Social and cultural context theory holds that audiences' interpretations vary according to their social position, culture, class, gender, and preexisting knowledge.
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.
Brief history of media studies
This document provides a timeline and overview of major approaches in media studies from the 1940s to the 1970s. It discusses functionalism in the 1940s which looked at how media influences society. In the 1960s, effects studies examined media influence on individuals, and cultivation theory argued media has small gradual effects. Critical theory in the 1960s viewed media as "dumbing down" audiences. Uses and gratifications theory in the 1970s saw audiences as active in using media to fulfill needs. Media ecology emerged in the 1970s and examined how media shapes society.
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.
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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 and gratification theory
The Uses and Gratifications Theory focuses on what audiences gain from media rather than how media affects them. It suggests that audiences are active in choosing media to fulfill needs like information, entertainment, social interaction, or escape. The theory proposes that people use different media sources to meet cognitive, affective, personal, social, and tension release needs. Modern applications continue to demonstrate how new media technologies allow audiences to gratify these various needs.
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This document summarizes three theories related to media audiences: effects theory, uses and gratifications theory, and reception theory. Effects theory postulates that audiences passively absorb media messages. Uses and gratifications theory holds that audiences actively use media to fulfill various needs. Reception theory views audiences as active interpreters of media texts, influenced by their social and cultural contexts.
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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.
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The document discusses several theories of audience perspectives in media studies:
1) Historically, audiences were seen as passive masses directly influenced by media, but now are recognized as diverse individuals who actively interpret media based on their own experiences.
2) Stuart Hall's encoding/decoding model showed that media producers encode intended meanings, but audiences decode meanings based on their own perspectives, which may differ from intended meanings.
3) Uses and gratifications theory views audiences as active in using media to fulfill needs like entertainment, social interaction, identity exploration, and information/education.
4) David Gauntlett's concept of the "pick 'n' mix reader" describes flexible audiences who selectively engage with different aspects of media
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
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 theories
The three views of audiences according to Stuart Hall are:
1. The reflective view - The audience passively accepts the preferred meaning encoded by the media producer.
2. The intentional view - The media producer encodes the meaning into the media text and the audience decodes it as intended.
3. The constructionist view - The audience plays an active role in determining the meaning. The audience does not just accept the preferred meaning but can negotiate or oppose the meaning based on their own experiences and point of view.
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The Hypodermic Needle Theory originated in the 1920s and posits that media has the power to directly inject influential messages into passive audiences, similar to how a hypodermic needle injects a substance. It assumes media can strongly impact public opinion and behavior in a uniform way. While influential early on, it is now seen as too simplistic given that audiences can reject messages and media effects vary between individuals and are influenced by other factors.
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This document summarizes several key theories in media studies:
1) Active audience theory which holds that audiences can understand media messages differently based on their own experiences and can critically analyze or reject messages.
2) Uses and gratification theory which examines how individuals use mass media to fulfill personal needs such as entertainment or information.
3) Obstinate audience theory which found that audiences filter and distort messages to fit their own views rather than passively accepting one-way influence.
4) Cultural studies theories which emphasize the active role of audiences in interpreting media texts based on their social positions and backgrounds.
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The document discusses the two-step flow model of communication, which hypothesizes that ideas from mass media flow first to opinion leaders and then from opinion leaders to the wider population. It was first introduced in 1944 and elaborates that most people are influenced indirectly through opinion leaders who are exposed to media messages and interpret them based on their own opinions before spreading them to others. Opinion leaders tend to be similar demographically or socially to those they influence. The two-step model provides an explanation for why some media campaigns do not change attitudes at a wide scale.
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This document summarizes three theories related to media audiences: effects theory, uses and gratifications theory, and reception theory. Effects theory postulates that audiences passively absorb media messages. Uses and gratifications theory holds that audiences actively use media to fulfill various needs. Reception theory views audiences as active interpreters of media texts, influenced by their social and cultural contexts.
How do audiences read media texts
The document discusses different theories around how audiences engage with media texts:
1) Early theories viewed audiences as passive, believing all messages without thinking critically (the "hypodermic needle" effect). This underestimated audiences' abilities.
2) Stuart Hall's encoding/decoding model sees the audience as active - they make their own interpretations depending on factors like identity and opinions. Texts have no set meaning.
3) Reception theory focuses on the audience role in interpreting texts. Hall identified preferred, negotiated, and oppositional readings audiences can have.
4) Later theories see audiences as even more active, selectively engaging with media and picking aspects to incorporate into their identities (the "pick and mix"
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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
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The document discusses several theories of audience perspectives in media studies:
1) Historically, audiences were seen as passive masses directly influenced by media, but now are recognized as diverse individuals who actively interpret media based on their own experiences.
2) Stuart Hall's encoding/decoding model showed that media producers encode intended meanings, but audiences decode meanings based on their own perspectives, which may differ from intended meanings.
3) Uses and gratifications theory views audiences as active in using media to fulfill needs like entertainment, social interaction, identity exploration, and information/education.
4) David Gauntlett's concept of the "pick 'n' mix reader" describes flexible audiences who selectively engage with different aspects of media
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
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 theories
The three views of audiences according to Stuart Hall are:
1. The reflective view - The audience passively accepts the preferred meaning encoded by the media producer.
2. The intentional view - The media producer encodes the meaning into the media text and the audience decodes it as intended.
3. The constructionist view - The audience plays an active role in determining the meaning. The audience does not just accept the preferred meaning but can negotiate or oppose the meaning based on their own experiences and point of view.
Bullet theory
The Hypodermic Needle Theory originated in the 1920s and posits that media has the power to directly inject influential messages into passive audiences, similar to how a hypodermic needle injects a substance. It assumes media can strongly impact public opinion and behavior in a uniform way. While influential early on, it is now seen as too simplistic given that audiences can reject messages and media effects vary between individuals and are influenced by other factors.
Media studies salman8
This document summarizes several key theories in media studies:
1) Active audience theory which holds that audiences can understand media messages differently based on their own experiences and can critically analyze or reject messages.
2) Uses and gratification theory which examines how individuals use mass media to fulfill personal needs such as entertainment or information.
3) Obstinate audience theory which found that audiences filter and distort messages to fit their own views rather than passively accepting one-way influence.
4) Cultural studies theories which emphasize the active role of audiences in interpreting media texts based on their social positions and backgrounds.
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Lara Axelrod is Bobby Axelrod's wife on the show Billions. As a billionaire's wife, she would be expected not to work but she is self-taught on adjusting to her new lifestyle given her more modest background. Lara is played by Malin Akerman and has the stereotypical attractive features of blue eyes and blond hair, though she keeps her hair shoulder-length to portray a caring mother figure. Her clothing and makeup in the picture are simple and natural, accentuating her beauty as the mother of two young boys. She is dressed professionally and casually to show respect in her husband's workplace while also looking like she may have been working at home. Her facial expression is professional
Audience research - Questionaire
This document is an audience research survey that collects demographic information such as ethnicity, gender, age, occupation, and media preferences from respondents. It asks participants to provide their ethnicity, gender, age bracket, favorite genres of music, occupation, magazines purchased, favorite artists, and which magazines they are more likely to buy and why. The survey gathers data on the respondent's characteristics and entertainment interests.
Gender Stereotypes
There are four main types of gender stereotypes: personality traits, domestic behaviors, occupations, and physical appearance. Personality trait stereotypes include women being shy and passive while men are tough and aggressive. Domestic behavior stereotypes suggest women belong in the home doing housework and childcare while men do household repairs. Occupation stereotypes associate women with careers like nursing and teaching that pay less than male-dominated jobs like construction. Physical appearance stereotypes depict women as short and slender and men as tall with broad shoulders. Overall, gender stereotypes tend to position men as dominant over women and emphasize women's inequality.
Aritst Name Fonts For The Double Page Spread
These are the different fonts I have looked at for the artists name I am going to use in my double page spread.
Notting Hill case study
Notting Hill is a 1999 romantic comedy film that follows the unlikely romance between a London bookshop owner (played by Hugh Grant) and the most famous film star in the world (played by Julia Roberts). The film was a major commercial success, becoming the highest-grossing British film of all time and earning over $363 million worldwide against a $43 million budget. It received generally positive reviews from critics and won multiple awards, including Best British Film at the Empire Awards.
School magazines
The document outlines plans for a school magazine focused on academic and extracurricular achievements of students. It will be called "The Alpaca" and feature a photo of a sixth form student studying near the school's alpaca statue on the cover. The inside pages will list contents down the center with school-related images on either side, promoting diligent study and successes of the whole student body.
Downton abbey presentation
Lady Mary is shown going hunting on horseback, pushing against gender norms of the time. While dressed more plainly than male riders, her participation indicates increasing equality. More women join the hunt over time. An interaction between Lord Grantham and his wife establishes her knowledge in the conversation, despite his superior appearance on horseback. At the end, Lady Mary confidently refuses her father's suggestion to ride sidesaddle, demonstrating her passion and knowledge in defining her own role.
Digital Cinema and Distribution
Digital cinema uses digital technology to project motion pictures rather than film reels. Films can be distributed digitally to theaters via the internet, satellite links, hard drives, or Blu-ray disks and projected using digital projectors. This eliminates the high costs of traditional film distribution and allows for a wider release of films, including independent and small-budget films. However, digital distribution has not been very profitable yet as audiences are still accustomed to free online content and strong marketing is needed to promote films distributed digitally.
Editing cuts
There are many different types of editing cuts that can be used in films and television shows. A cutting on action cut is used during action scenes to flow seamlessly between shots without disrupting the audience. A cut away shows what a character is seeing or thinking by cutting between a shot of the character and what is in their head. A cross cut cuts between different locations or stories to build tension or show multiple events happening simultaneously. Dissolve cuts are mainly used in montages to smoothly transition between shots and show the passing of time.
Deductive & Inductive Research
There are two main types of research: deductive and inductive. Deductive research follows a top-down approach moving from general theories to specific hypotheses to observations, working to confirm or reject the hypotheses. Inductive research uses a bottom-up approach moving from specific observations to patterns to tentative hypotheses to broader theories. Both deductive and inductive approaches are often used together in a circular process as theories lead to observations which then lead to new patterns and theories.
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This document provides an overview of key concepts relating to media studies, including:
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In today’s digital age, media plays a pivotal role in shaping our understanding of the world. From television and movies to social media and news outlets, the media has the power to influence our social perceptions and attitudes significantly. This article takes a closer look at the ways in which media can impact our views, beliefs, and behaviors.
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Q1-
Civil service commissions –
creation of the 1883 civil service commission, what was this commission designed to do? What was its purpose? What was it all about?
What were those added responsibilities In the civil service reorganizations act. 1978 3 new organizations, what created? How did they split up responsibilities to the old civil service commissions? Names of the 3 new organizations and what they do?
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© 2003 Center for Media Literacy / www.medialit.org Literacy for the 21st Century / Orientation & Overview y 21
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The definition most often cited in the US is a succinct sentence hammered out by participants at the 1992
Aspen Media Literacy Leadership Institute:
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the context of its importance for the education of students in a 21st century media culture. CML’s MediaLit
Kit™ uses this expanded definition:
Media Literacy is a 21st century approach to education.
It provides a framework to access, analyze, evaluate and create messages in a
variety of forms – from print to video to the Internet.
Media literacy builds an understanding of the role of media in society as well as
essential skills of inquiry and self-expression necessary for citizens of a democracy.
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Although some groups urge families to just turn the TV off, the fact is, media are so ingrained in our cultural
milieu that even if you turn off the set, you still cannot escape today’s media culture. Media no longer just
influence our culture. They are our culture.
Media literacy, therefore, is about helping students become competent, critical and literate in all media forms
so that they control the interpretation of what they see or hear rather than letting the interpretation control them.
To become media literate is not to memorize facts or statistics about the media, but rather to learn to raise the
right questions about what you are watching, reading or listening to. Len Masterman, the acclaimed author of
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Media Influence
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Media’s Influence on Consumer’s Decision Making
Student Name
Institutional Affiliations
Introduction
Psychology tries to explain and educate about the different roles of the mind and our appeals into making different decisions. The studies in human thinking and how they use different perspectives to make decisions, often defines the essence and means of using different approaches into making people’s perspectives changes from one instance to another. This is a common aspect applied by business organizations in marketing and attracting consumers in the contemporary community. Different businesses use various methods to explain and improve usability of the company’s products and services. The role played by these appeals helps to attract and influence consumers into making different choices and preferences. These local and global companies use different methods to influence, attract and get the attention of their consumers. For instance, in the modern community, the application of communication channels and media outlets have the largest and fastest reach to consumers. Business companies use these communication outlets to improve and communicate to their consumers in the community. It is a responsibility and means of improving communication and sending different information to their consumers. The same applies to how media influences people in the community. The role of media is to offer an outlet for information sharing and dissemination from one person to another. The media takes different forms applied by different personalities, organizations and campaigners in influencing people to either create a certain relation or make an opinion to a given argument. A common usability of media is to influence people and the society at large into either agreeing or disagreeing to given policies in the community. The research will focus on the role of media on how it influences people’s opinions in the contemporary community. This is important and essential in determining the role of media in general and any impacts its influence has in the community in general.
Literature Review
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This document discusses several key concepts in media studies, including:
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Powerpoint To Help Task 3
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Powerpoint To Help Task 3
The document discusses audience research and targeting audiences for media texts. It covers defining audiences through demographics like age, gender, income level. It also discusses analyzing how audiences will engage with and react to media texts based on their expectations, prior knowledge, and ability to identify with the text. Different media measure audiences in various ways like ticket/merchandise sales, downloads, viewership and ratings data. The effects of media on audiences has been modeled in different ways from the hypodermic needle model of passive audiences to two-step flow and uses and gratifications theories that see audiences as active agents.
Task 3
The document discusses audience research and target audiences for media texts. It explains that producers consider whether a media text has an intended audience and conduct research like questionnaires and focus groups to understand their target audience. It also discusses categorizing audiences by demographics like age, gender, income level to shape texts to appeal to particular groups. The document outlines different ways audiences may engage with, have expectations of, and identify with media texts.
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The pitch for their short film was well received, with the audience engaging positively with the narrative and sci-fi influences, though some feedback noted that the bonding scene between the two main characters needed clarification and the length may need cutting. Issues raised included continuity, pacing, and safety in filming practical effects, which the filmmakers intend to address by cutting unnecessary scenes, shortening transitions, and condensing montages to improve the flow while maintaining dramatic shots.
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A young girl named Kat encounters an unusual alien man on the moor near her town. She and her friend Toby discover that the man can communicate through electricity and radios. They show him their world as he shows them glimpses of his. However, Kat's cruel uncle assumes the worst of the alien man and pushes him down the stairs, apparently killing him. Days later as Kat goes to sleep, the lights in her room flicker, indicating the alien may still be alive.
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原版制作贝德福特大学毕业证（bedfordhire毕业证）硕士文凭原版一模一样
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Competition and Regulation in Professions and Occupations – ROBSON – June 202...
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This presentation by Professor Alex Robson, Deputy Chair of Australia’s Productivity Commission, was made during the discussion “Competition and Regulation in Professions and Occupations” held at the 77th meeting of the OECD Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found at oe.cd/crps.
This presentation was uploaded with the author’s consent.Competition and Regulation in Professions and Occupations – OECD – June 2024 ...
Competition and Regulation in Professions and Occupations – OECD – June 2024 ...OECD Directorate for Financial and Enterprise Affairs
This presentation by OECD, OECD Secretariat, was made during the discussion “Competition and Regulation in Professions and Occupations” held at the 77th meeting of the OECD Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found at oe.cd/crps.
This presentation was uploaded with the author’s consent.
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Audience theory
- 1. Audience Theory Construction of Audience This is who’s decodingthe media text. They can be broken down into their subgenres and subgroups such as: Age, gender, ethnicity, social class, ect… The most popular subgroups to target are 18+ white males as these are the majorityin western culture. These are also targeted due to their availabilityto money. The Way Audiences View the Text The way that media text is presented can be accessed by many different means and mediums. Magazines and news are mainly accessedthrough websites and hardcopies of the magazine in shops. Moving image can be accessedin different means, these means are differentto written text, Films can be seen in movie theatres and streamingwebsites, while also being gainedas a hardcopy on DVD. The Audience Motivation The motivation of audience decodingmedia text can be linkedback to the uses and gratification theoryand how they use it the media text for their own use and satisfactions. Many people can use it to reference their position in the society and in the world. Social interactions through use of information providedby these media texts are used on day to day bases for many. For larger scale and ongoing media text communities are createdthrough the interests and are establishedto talk more often and more in-depth about them. The Effect on the Audience The effects theory is often associatedwith being very strongly recognisedwith media text. It is study on how a media text or medium
- 2. can have an effect on a person’s mental health and social health/ constructs. The effect that media texts can have on people is processed differently dependingon a person’s conscious thought and intelligence. It can create expectations for people on how others are meant to behave towards them and how they can act towards others. This can also lead to bad social constructs that can be integratedinto realistsceneries and influence the real world with their acts. On the other hand media text can have positive effects on people by informingor educatingand can influence good actions and treat other better. This can improve people’s life and quality of life and their constructs. Media texts are meant to be influencedby life, but sometimes life is influencedby media text. This is things like people comparingreal life events to films and the actions/ events in them, for example: people saying 9/11was like it was out of a film. Just as much as media texts influence people, people also influence media texts. Things like social media trends; these are picked up on by large companies and produced into media texts. These are usuallyshort lived however for the time they are vastly popular. Examples of this are “Memes” which are vastly popular on social media, when a new ‘meme’ is sharedit spreads rapidly and sometimes even influences celebrities or politics. Media text influence cultural aspects and expectations which can sometimes even carryon for 50+ years.