A Level Audience Theory
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This is a PowerPoint about Media Studies audience theory. It involves theories such as: The Effects Model, The Uses and Gratification Theory, Reception Theory, Safety Valve Effect, The Effects Debate and The Law of Diminishing Returns.
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Audience Theory
This theory represents a shift toward viewing audiences as active participants rather than passive receivers of media. It focuses on understanding the social and psychological needs and motives that drive what audiences choose to consume. Specifically, it identifies four key needs: surveillance to stay informed, personal identity, relationships, and diversion or escapism. The theory argues that audiences make their own choices about what media to engage with based on gratifying these underlying needs.
Audience Theory
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
Narco n sensi
The document discusses two models of media effects:
1) The Narcotizing Dysfunction Model suggests that prolonged media exposure can cause audiences to feel apathetic and become "couch potatoes", like being under the influence of a narcotic drug.
2) The Sensitization Model argues the opposite - that portraying violence or crimes in media can shock people and make them more aware of the consequences, potentially making them more likely to report such crimes. It is a short-term and long-term effect theory.
Audience Theories
The document discusses three theories of how audiences interact with media:
1) The effects theory sees audiences as passive receivers of media messages with little individual agency.
2) The uses and gratification model emphasizes that individuals actively seek out media to fulfill personal needs and interests.
3) The influence model recognizes that media has subtle influence by reinforcing existing views and that people are influenced by opinion leaders in how they interpret media messages.
Audience theory
Audience theory examines why audiences consume certain media texts, how they consume them, and the effects of consumption. The effects model views audiences as passive and susceptible to negative influences from media texts. For example, drug use in music videos could negatively impact youth. The hypodermic needle theory sees audiences as either passive and allowing "injection" of information, or active by questioning and interpreting media. Uses and gratifications theory argues audiences actively integrate media into their lives to fulfill various needs and desires.
Hypodermic syringe
The document discusses the Hypodermic Syringe Model theory of media effects, which posits that media texts can have short term influences on audience behavior by directly "injecting" ideas into viewers' minds (1). According to this theory, audiences absorb media messages without question and may mimic negative behaviors they see, like violence, or positive behaviors like heroism (2). However, the model has weaknesses as it does not account for individual differences in how people process and interpret media (3).
Audience Theory Research
This document summarizes several theories about how audiences interact with and are influenced by media:
1) The Hypodermic Needle Theory suggests that media can directly influence audience opinions and feelings if presented in a certain way using imagery and context.
2) Uses and Gratifications Theory explains that audiences use media for different purposes like diversion, social interaction, identity exploration, and information gathering.
3) Cultivation Theory proposes that prolonged exposure to certain media portrayals can desensitize audiences or influence their perceptions over time. However, this theory is difficult to prove conclusively.
4) Two Step Flow Theory describes how audiences form opinions through interpersonal communication after initial exposure to media messages.
Active and passive audience theory
The document discusses three theories of audience behavior: the hypodermic syringe model which views audiences as passive and easily manipulated by media; the uses and gratifications model which sees audiences as active in using media to fulfill needs like escapism, information, social interaction, and identity; and reception theory which proposes that audiences actively decode media messages in different ways based on their own perspectives.
Recommended
Audience Theory
This theory represents a shift toward viewing audiences as active participants rather than passive receivers of media. It focuses on understanding the social and psychological needs and motives that drive what audiences choose to consume. Specifically, it identifies four key needs: surveillance to stay informed, personal identity, relationships, and diversion or escapism. The theory argues that audiences make their own choices about what media to engage with based on gratifying these underlying needs.
Audience Theory
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
Narco n sensi
The document discusses two models of media effects:
1) The Narcotizing Dysfunction Model suggests that prolonged media exposure can cause audiences to feel apathetic and become "couch potatoes", like being under the influence of a narcotic drug.
2) The Sensitization Model argues the opposite - that portraying violence or crimes in media can shock people and make them more aware of the consequences, potentially making them more likely to report such crimes. It is a short-term and long-term effect theory.
Audience Theories
The document discusses three theories of how audiences interact with media:
1) The effects theory sees audiences as passive receivers of media messages with little individual agency.
2) The uses and gratification model emphasizes that individuals actively seek out media to fulfill personal needs and interests.
3) The influence model recognizes that media has subtle influence by reinforcing existing views and that people are influenced by opinion leaders in how they interpret media messages.
Audience theory
Audience theory examines why audiences consume certain media texts, how they consume them, and the effects of consumption. The effects model views audiences as passive and susceptible to negative influences from media texts. For example, drug use in music videos could negatively impact youth. The hypodermic needle theory sees audiences as either passive and allowing "injection" of information, or active by questioning and interpreting media. Uses and gratifications theory argues audiences actively integrate media into their lives to fulfill various needs and desires.
Hypodermic syringe
The document discusses the Hypodermic Syringe Model theory of media effects, which posits that media texts can have short term influences on audience behavior by directly "injecting" ideas into viewers' minds (1). According to this theory, audiences absorb media messages without question and may mimic negative behaviors they see, like violence, or positive behaviors like heroism (2). However, the model has weaknesses as it does not account for individual differences in how people process and interpret media (3).
Audience Theory Research
This document summarizes several theories about how audiences interact with and are influenced by media:
1) The Hypodermic Needle Theory suggests that media can directly influence audience opinions and feelings if presented in a certain way using imagery and context.
2) Uses and Gratifications Theory explains that audiences use media for different purposes like diversion, social interaction, identity exploration, and information gathering.
3) Cultivation Theory proposes that prolonged exposure to certain media portrayals can desensitize audiences or influence their perceptions over time. However, this theory is difficult to prove conclusively.
4) Two Step Flow Theory describes how audiences form opinions through interpersonal communication after initial exposure to media messages.
Active and passive audience theory
The document discusses three theories of audience behavior: the hypodermic syringe model which views audiences as passive and easily manipulated by media; the uses and gratifications model which sees audiences as active in using media to fulfill needs like escapism, information, social interaction, and identity; and reception theory which proposes that audiences actively decode media messages in different ways based on their own perspectives.
Media audiences
Abraham Maslow proposed a hierarchy of needs consisting of basic physiological needs at the bottom level, followed by safety needs, love and belonging needs, esteem needs, and self-actualization needs at the top. Once lower level needs are met, people can focus on achieving higher level needs. Early media effects theories viewed audiences as passive, such as the hypodermic needle model which suggested media could directly "inject" ideas into passive audiences. Later theories saw audiences as more active, such as uses and gratifications theory which proposes audiences actively select media to fulfill social and psychological needs.
Audience theories
This document summarizes three main audience theories: the hypodermic model, uses and gratifications theory, and the influence model. It also discusses key studies related to each theory and alternatives approaches. The hypodermic model views audiences as passive receivers of media messages, while uses and gratifications theory sees audiences as active selectors of media to meet their needs or desires. The influence model emphasizes less direct influence through dominant leaders who may shape audience interpretation.
Audience Theories: From Source-dominated to Active Audience Theories
A presentation done for the Media Theories class at Tallinn University.
Uses and Gratifications
Fraction of Selection
Audience: The Effects Debate
The document discusses various theories about the effects of media on audiences. It describes direct effect theories like the hypodermic syringe theory which argues media directly influences behavior, and cultivation theory which says repeated exposure shapes attitudes. Diffusion theories like two-step flow argue media's effects depend on social discussion. Indirect effect and pluralist theories view audiences as active interpreters influenced by many individual factors rather than just media exposure. The document aims to raise awareness of these debates and support critical analysis of media effects theories.
Two step flow
The document discusses theories of media effects and influence. It describes how the "hypodermic model" which viewed audiences as passive recipients of media messages proved too simplistic. Researchers like Lazarsfeld, Berelson and Gaudet proposed the "two step flow" theory, which found that information from media does not directly influence audiences but rather flows through informal "opinion leaders" who influence their social circles. This two step process better explains how audiences actively mediate information from media.
Audience theories
This document discusses two key audience theories - the hypodermic syringe theory and uses and gratifications theory. The hypodermic syringe theory views audiences as passive, believing whatever they see in media without questioning it. The uses and gratifications theory sees audiences as active, consuming media to fulfill certain needs like diversion, social interaction, identity formation, and information gathering. The document analyzes these theories in more depth by exploring their key assumptions and implications for how audiences might respond to different types of media content.
Week2
This document summarizes several mass communication theories:
1. Mass communication theories have evolved over time due to advances in technology, calls for regulation of new media, and protection of democracy and cultural pluralism.
2. Early limited effects theories argued that media had little impact, but cultural and agenda-setting theories later emerged, arguing media have strong influences on culture and opinions.
3. Current theories like uses and gratifications, dependency, and third-person effect examine how audiences actively engage with media and its social impacts.
Uses and Gratifications Media Theory
A slideshow explaining the Uses and Gratifications Media Theory, also relating specifically to music videos and the internet's influence over audiences.
SociologyExchange.co.uk Shared Resource
This document discusses three main sociological approaches to how audiences interact with and are affected by mass media:
1) The hypodermic syringe theory postulates that media has a powerful direct effect on audiences' attitudes and behaviors by injecting them with messages like a drug.
2) Uses and gratifications theory focuses on how audiences use media to fulfill needs like information, identity, relationships, and entertainment.
3) The decoding approach proposes that media messages can be interpreted and understood differently by various audiences based on their social characteristics and the context.
Audience theories - A2 Media
This document discusses three theories of how audiences interact with media texts: the effects model, uses and gratifications model, and reception theory. The effects model argues that media texts directly influence passive audiences. The uses and gratifications model positions audiences as active users who choose media to fulfill needs. Reception theory, developed by Stuart Hall, recognizes that audiences can interpret meanings in a text differently than intended by producers.
Audience theory powerpoint
Audience theory examines how audiences interact with and understand media messages. Different audiences can interpret the same message in various ways based on their own knowledge and experiences. While some effects models argue media has significant influence over audiences, uses and gratifications theory contends that audiences are active and use media to fulfill certain needs. Reception theory further recognizes that audiences can decode meanings in dominant, negotiated, or oppositional ways depending on how their own views align with the encoded message.
Uses and gratifications model
The Uses and Gratifications model posits that people actively seek out media to fulfill specific needs like diversion, social interaction, and surveillance. It assumes audiences are not passive, but take an active role in interpreting and integrating media. The model suggests people use media competing for viewers' gratification. However, it has limitations in not considering how audiences interpret messages or other interpretation factors.
Blumler and Katz theory
The document discusses uses and gratifications theory (UGT), which is an audience-centered approach to understanding why people use media. UGT focuses on what people do with media rather than what media does to people. The key assumptions of UGT are that audiences are active, media use is goal-oriented, audiences choose media that meet their needs, and audiences interpret media in their own way. The document also discusses how scholars like Blumler and Katz expanded on UGT over time to better capture how audiences are active and the various needs people may use media to fulfill, such as cognitive, affective, and social integration needs.
7 uses and gratifications theory
The document discusses the Uses and Gratifications theory, which examines why audiences use media and what needs they are fulfilling. It explains that audiences are motivated by desires like surveillance, personal identity, personal relationships, and diversion. The theory looks at how audiences are active in choosing media to satisfy these needs, rather than viewing audiences as passive recipients of media effects.
How Audiences Respond to Media Products
The hypodermic needle theory from the early 1920s suggests that mass media can easily influence a large audience without challenge. It views the audience as passive receivers of messages directly injected into their minds by media producers, immediately affecting behavior. It does not account for individual differences in how people analyze and respond to media messages.
Uses and gratifications theory
Uses and Gratifications Theory examines how audiences actively engage with media to fulfill various needs. It was developed by Blumler and Katz who argued that people's social and psychological origins generate expectations of media that lead to differential exposure patterns fulfilling needs and other consequences. The theory suggests that media use fulfills cognitive needs for knowledge, affective needs for emotion/pleasure, personal integrative needs for status/self-esteem, and social integrative needs for social interaction. The internet has expanded media options and allowed audiences more control over fulfilling these needs.
Inspiration & theory
The cultivation analysis theory states that heavy exposure to media causes individuals to develop an illusory perception of reality based on the most repetitive messages in that medium. This theory applies to television because of its pervasive nature. Someone who watches a lot of television may form a view of reality that does not match actual life. For example, televised violence is shown more frequently than what most people experience day-to-day, so heavy TV viewers may see the world as more dangerous.
Audience behaviour theory
1) Richard Dyer's theory suggests that audiences will respond to messages that offer solutions to inadequacies in their lives, such as solutions for poverty, confusion, exhaustion, and isolation.
2) Abraham Maslow's hierarchy of needs theory proposes that targeting audiences' basic needs of biological needs, safety, affiliation, and esteem will increase the likelihood of a message's success.
3) Blumler and Katz's uses and gratifications theory posits that audiences will be more likely to consume media that meets their needs to be informed, identify personally with content, be entertained, enable social interaction, and provide escape. The document provides guidance on tailoring messages and delivery styles to different audience demographics
The gratification theory
The Uses and Gratifications Theory posits that people actively seek out media to satisfy certain needs. It focuses on why people use media rather than what media does to people. The theory assumes people are not passive media consumers, but rather actively choose media to fulfill needs like diversion, relationships, personal identity, and surveillance. Modern research has applied the theory to understand motivations for using mobile phones and text messaging. The theory identifies four basic human needs that drive media use: diversion, relationships, personal identity, and surveillance.
Media effects
The document discusses three models of media effects:
1) The Hypodermic Needle Model suggests that media has a powerful and direct effect on audiences who are powerless to resist messages.
2) The Two-Step Model explains that opinion leaders first receive media messages and then pass them on to others, influencing followers.
3) The Uses and Gratifications Model recognizes that people in power can express opinions based on their own experiences that may influence and alter the opinions of others.
A2 Media Studies Audience theory
This document provides an overview of three key audience theories:
1. The Effects Model views audiences as passive recipients who are directly influenced by media texts. It has been criticized for ignoring audience agency.
2. The Uses and Gratifications Model positions audiences as active, using media to fulfill needs like diversion, escapism, and social comparison. It suggests consumption can help address personal issues.
3. Reception Theory recognizes that meanings encoded by producers may be decoded differently by audiences, who can have dominant, negotiated, or oppositional readings of texts. It acknowledges multiple possible interpretations.
The Codes and Conventions Of Interviews In A TV Documentary
The document discusses the codes and conventions used in television documentary interviews. It notes that interviews are typically filmed with a stable camera in medium or close-up shots. The rule of thirds is applied to frame the interviewee off-center. Backgrounds and lighting are designed to be relevant to the documentary topic. Editing cuts between interviews and footage, and graphics are overlaid with identifying text. Questions are typically edited out of the final product.
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Media audiences
Abraham Maslow proposed a hierarchy of needs consisting of basic physiological needs at the bottom level, followed by safety needs, love and belonging needs, esteem needs, and self-actualization needs at the top. Once lower level needs are met, people can focus on achieving higher level needs. Early media effects theories viewed audiences as passive, such as the hypodermic needle model which suggested media could directly "inject" ideas into passive audiences. Later theories saw audiences as more active, such as uses and gratifications theory which proposes audiences actively select media to fulfill social and psychological needs.
Audience theories
This document summarizes three main audience theories: the hypodermic model, uses and gratifications theory, and the influence model. It also discusses key studies related to each theory and alternatives approaches. The hypodermic model views audiences as passive receivers of media messages, while uses and gratifications theory sees audiences as active selectors of media to meet their needs or desires. The influence model emphasizes less direct influence through dominant leaders who may shape audience interpretation.
Audience Theories: From Source-dominated to Active Audience Theories
A presentation done for the Media Theories class at Tallinn University.
Uses and Gratifications
Fraction of Selection
Audience: The Effects Debate
The document discusses various theories about the effects of media on audiences. It describes direct effect theories like the hypodermic syringe theory which argues media directly influences behavior, and cultivation theory which says repeated exposure shapes attitudes. Diffusion theories like two-step flow argue media's effects depend on social discussion. Indirect effect and pluralist theories view audiences as active interpreters influenced by many individual factors rather than just media exposure. The document aims to raise awareness of these debates and support critical analysis of media effects theories.
Two step flow
The document discusses theories of media effects and influence. It describes how the "hypodermic model" which viewed audiences as passive recipients of media messages proved too simplistic. Researchers like Lazarsfeld, Berelson and Gaudet proposed the "two step flow" theory, which found that information from media does not directly influence audiences but rather flows through informal "opinion leaders" who influence their social circles. This two step process better explains how audiences actively mediate information from media.
Audience theories
This document discusses two key audience theories - the hypodermic syringe theory and uses and gratifications theory. The hypodermic syringe theory views audiences as passive, believing whatever they see in media without questioning it. The uses and gratifications theory sees audiences as active, consuming media to fulfill certain needs like diversion, social interaction, identity formation, and information gathering. The document analyzes these theories in more depth by exploring their key assumptions and implications for how audiences might respond to different types of media content.
Week2
This document summarizes several mass communication theories:
1. Mass communication theories have evolved over time due to advances in technology, calls for regulation of new media, and protection of democracy and cultural pluralism.
2. Early limited effects theories argued that media had little impact, but cultural and agenda-setting theories later emerged, arguing media have strong influences on culture and opinions.
3. Current theories like uses and gratifications, dependency, and third-person effect examine how audiences actively engage with media and its social impacts.
Uses and Gratifications Media Theory
A slideshow explaining the Uses and Gratifications Media Theory, also relating specifically to music videos and the internet's influence over audiences.
SociologyExchange.co.uk Shared Resource
This document discusses three main sociological approaches to how audiences interact with and are affected by mass media:
1) The hypodermic syringe theory postulates that media has a powerful direct effect on audiences' attitudes and behaviors by injecting them with messages like a drug.
2) Uses and gratifications theory focuses on how audiences use media to fulfill needs like information, identity, relationships, and entertainment.
3) The decoding approach proposes that media messages can be interpreted and understood differently by various audiences based on their social characteristics and the context.
Audience theories - A2 Media
This document discusses three theories of how audiences interact with media texts: the effects model, uses and gratifications model, and reception theory. The effects model argues that media texts directly influence passive audiences. The uses and gratifications model positions audiences as active users who choose media to fulfill needs. Reception theory, developed by Stuart Hall, recognizes that audiences can interpret meanings in a text differently than intended by producers.
Audience theory powerpoint
Audience theory examines how audiences interact with and understand media messages. Different audiences can interpret the same message in various ways based on their own knowledge and experiences. While some effects models argue media has significant influence over audiences, uses and gratifications theory contends that audiences are active and use media to fulfill certain needs. Reception theory further recognizes that audiences can decode meanings in dominant, negotiated, or oppositional ways depending on how their own views align with the encoded message.
Uses and gratifications model
The Uses and Gratifications model posits that people actively seek out media to fulfill specific needs like diversion, social interaction, and surveillance. It assumes audiences are not passive, but take an active role in interpreting and integrating media. The model suggests people use media competing for viewers' gratification. However, it has limitations in not considering how audiences interpret messages or other interpretation factors.
Blumler and Katz theory
The document discusses uses and gratifications theory (UGT), which is an audience-centered approach to understanding why people use media. UGT focuses on what people do with media rather than what media does to people. The key assumptions of UGT are that audiences are active, media use is goal-oriented, audiences choose media that meet their needs, and audiences interpret media in their own way. The document also discusses how scholars like Blumler and Katz expanded on UGT over time to better capture how audiences are active and the various needs people may use media to fulfill, such as cognitive, affective, and social integration needs.
7 uses and gratifications theory
The document discusses the Uses and Gratifications theory, which examines why audiences use media and what needs they are fulfilling. It explains that audiences are motivated by desires like surveillance, personal identity, personal relationships, and diversion. The theory looks at how audiences are active in choosing media to satisfy these needs, rather than viewing audiences as passive recipients of media effects.
How Audiences Respond to Media Products
The hypodermic needle theory from the early 1920s suggests that mass media can easily influence a large audience without challenge. It views the audience as passive receivers of messages directly injected into their minds by media producers, immediately affecting behavior. It does not account for individual differences in how people analyze and respond to media messages.
Uses and gratifications theory
Uses and Gratifications Theory examines how audiences actively engage with media to fulfill various needs. It was developed by Blumler and Katz who argued that people's social and psychological origins generate expectations of media that lead to differential exposure patterns fulfilling needs and other consequences. The theory suggests that media use fulfills cognitive needs for knowledge, affective needs for emotion/pleasure, personal integrative needs for status/self-esteem, and social integrative needs for social interaction. The internet has expanded media options and allowed audiences more control over fulfilling these needs.
Inspiration & theory
The cultivation analysis theory states that heavy exposure to media causes individuals to develop an illusory perception of reality based on the most repetitive messages in that medium. This theory applies to television because of its pervasive nature. Someone who watches a lot of television may form a view of reality that does not match actual life. For example, televised violence is shown more frequently than what most people experience day-to-day, so heavy TV viewers may see the world as more dangerous.
Audience behaviour theory
1) Richard Dyer's theory suggests that audiences will respond to messages that offer solutions to inadequacies in their lives, such as solutions for poverty, confusion, exhaustion, and isolation.
2) Abraham Maslow's hierarchy of needs theory proposes that targeting audiences' basic needs of biological needs, safety, affiliation, and esteem will increase the likelihood of a message's success.
3) Blumler and Katz's uses and gratifications theory posits that audiences will be more likely to consume media that meets their needs to be informed, identify personally with content, be entertained, enable social interaction, and provide escape. The document provides guidance on tailoring messages and delivery styles to different audience demographics
The gratification theory
The Uses and Gratifications Theory posits that people actively seek out media to satisfy certain needs. It focuses on why people use media rather than what media does to people. The theory assumes people are not passive media consumers, but rather actively choose media to fulfill needs like diversion, relationships, personal identity, and surveillance. Modern research has applied the theory to understand motivations for using mobile phones and text messaging. The theory identifies four basic human needs that drive media use: diversion, relationships, personal identity, and surveillance.
Media effects
The document discusses three models of media effects:
1) The Hypodermic Needle Model suggests that media has a powerful and direct effect on audiences who are powerless to resist messages.
2) The Two-Step Model explains that opinion leaders first receive media messages and then pass them on to others, influencing followers.
3) The Uses and Gratifications Model recognizes that people in power can express opinions based on their own experiences that may influence and alter the opinions of others.
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Audience Theories: From Source-dominated to Active Audience Theories
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This document provides an overview of three key audience theories:
1. The Effects Model views audiences as passive recipients who are directly influenced by media texts. It has been criticized for ignoring audience agency.
2. The Uses and Gratifications Model positions audiences as active, using media to fulfill needs like diversion, escapism, and social comparison. It suggests consumption can help address personal issues.
3. Reception Theory recognizes that meanings encoded by producers may be decoded differently by audiences, who can have dominant, negotiated, or oppositional readings of texts. It acknowledges multiple possible interpretations.
The Codes and Conventions Of Interviews In A TV Documentary
The document discusses the codes and conventions used in television documentary interviews. It notes that interviews are typically filmed with a stable camera in medium or close-up shots. The rule of thirds is applied to frame the interviewee off-center. Backgrounds and lighting are designed to be relevant to the documentary topic. Editing cuts between interviews and footage, and graphics are overlaid with identifying text. Questions are typically edited out of the final product.
Youth Representation in the Media
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Roxana Morduchowicz, Ph.D., Director of Medias in Schools Program, Ministry of Education, Argentina.
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Hypodermic needle theory
The document discusses the hypodermic needle theory of mass communication. It was proposed in the 1930s and suggests that media messages directly influence passive audiences like injections from a needle. Katz and Lazarsfeld argued this theory was too simplistic and proposed the two-step flow model, where opinion leaders influence audiences. The document also discusses the Lasswell formula for communication research and concludes different individuals respond differently to the same media messages.
Desensitisation theory
The document discusses the theory of desensitization, where repeated exposure to violence in media can decrease audiences' sensitivity over time. It provides examples of how horror movies have become increasingly graphic, and events like the Columbine shooting intensified debates around media influences. While over-exposure may make people accustomed to fictional violence, real-life impacts are still possible, like mimicking acts seen. The theory is somewhat similar to the hypodermic needle model of direct media effects, but research also shows moderated links between media violence and real aggression.
Representation in the Media
The document discusses representation in media. It makes three key points:
1. All media texts are representations of reality that are intentionally composed by their producers and are artificial versions of reality.
2. It is important to remember that every media form, from videos to magazines, represents someone's concept of existence through signs and symbols.
3. Representation is a fluid, two-way process where producers position a text in relation to reality and audiences assess the text based on its relationship to their own reality. Representation mediates ideas of people, places, and events in various ways.
Contemporary Media Representations of Youth
The document discusses media representations of youth in several British films and television shows from the late 2000s. It notes that newspapers at the time frequently used negative words to describe teenagers and that over half of stories about teenage boys related to crime. It then analyzes how several works construct representations of teenagers, finding common themes of anxiety about uncontrolled and threatening youth, as well as negative portrayals of working-class families and an emphasis on social class differences.
Representation social class
The document discusses how different social classes are represented in British media. It analyzes representations of the upper class, middle class, working class, and those in poverty. The upper class is often portrayed through depictions of the monarchy and as cultured with estates. The middle class is overrepresented as educated and successful. The working class is sometimes shown as dumb or immature. Those in poverty or the "underclass" tend to be portrayed negatively through terms like "chavs" or statistics that imply they are responsible for their own circumstances. Neo-Marxist perspectives argue that media representations reinforce social inequalities by celebrating hierarchy.
Representation of youth theories
The document summarizes several theories about media representations of youth:
- Giroux, Acland, Hebdige, and Cohen argue that media representations of youth are constructed by adults and do not accurately reflect the realities of being a teenager. This leads to stereotypes and moral panics around youth behavior.
- Gramsci's theory suggests media representations always align with the values of the middle class, portraying other social groups negatively.
- Philo's theory says contemporary films link the working class with hoodies and crime, fueling middle class anxiety.
- Gerbner's cultivation theory proposes that excessive TV watching shapes perceptions, with media often depicting youth as criminals and influencing views of
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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.
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Contemporary Media Representations of Young People
The document discusses various media representations of young people, including films such as 'Eden Lake' and 'Harry Brown' as well as the television show 'Misfits'. It analyzes these representations through the lens of several relevant media theories. Newspapers are discussed in relation to the 'Hoodies or Altar Boys' report of 2009, with references to theories from Althusser, Acland, Gerbner, and Cohen. Films are analyzed using theories from Giroux, Gramsci/Acland, and Wood. Television shows are discussed in the context of theories from Giroux. Overall, the document demonstrates how media representations of youth often serve to reinforce social norms from an adult perspective rather
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Codes And Conventions Of Documentary
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Media representation theory
Media Representation Theory discusses how media constructs representations of reality through various processes. Some key aspects of representation theory are:
1) Representation involves the construction of people, places, events and identities in any medium like mass media.
2) Representations involve how identities are constructed in the text as well as in the processes of production and reception.
3) Representations aim to seem 'natural' by positioning subjects in particular ways that serve ideologies.
Analyzing representations involves considering whose realities are represented and whose are denied through semiotics and other formal analysis methods.
Representation of gender and stereotypes
This document discusses representation of gender and stereotypes. It begins with an activity asking students to discuss their ideal man or woman, and what values this suggests. It then defines sex and gender, and discusses how gender is a social construct involving roles and behaviors considered appropriate for men and women. The document examines how magazines portray ideals of masculinity and femininity, focusing on traits like strength and independence for men, and beauty, relationships and emotions for women. It also discusses stereotypes, their changing nature, and how society treats those who don't conform to norms. Students are asked to consider how media representations reinforce or challenge stereotypes.
Representation theory
Representation theory examines how media represent people, places, events and concepts through images, words and sounds. It considers how representations are constructed and how they seem natural to audiences. Representations are selective and involve processes of production, distribution and reception that shape meaning. Audiences interpret representations based on their own experiences and backgrounds.
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Audincetheory 170328131453
This document discusses several theories about how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media messages, the uses and gratifications model which sees audiences as actively using media to fulfill needs and wants, and reception theory which examines how audiences can interpret media messages in different ways based on their own perspectives and experiences. Cultural effects theory also explores how media can shape societal values from both right-wing and left-wing viewpoints. The document provides examples and details of each theory.
Audience Theory
Audience theory examines how audiences engage with media. There are three main theories: the effects model sees audiences as passive receivers manipulated by media producers; the uses and gratifications model views audiences as active in using media to fulfill needs like diversion or social interaction; reception theory analyzes how audiences can decode messages differently from how producers encode them, either accepting, negotiating, or opposing the dominant meaning. Studying audience theory helps understand the relationship between audiences and media texts.
Audince theory
This document discusses several theories for how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media influence, and cites an experiment showing media violence influencing children's behavior. It also covers cultural effects theory, reception theory which considers how audiences can understand and interpret messages differently, and uses and gratifications theory which positions audiences as actively using media to meet personal needs like identity, education, entertainment and social interaction.
2. Media audiences
This document discusses media audiences and how media products are targeted towards specific audiences. It explains that the target audience is the specific group a product is aimed at. Media companies research audience demographics and psychographics to better understand the behaviors and traits of potential audiences. The document also summarizes several theories of how audiences interact with media, including the hypodermic model which views audiences as passive, the two-step flow theory which proposes opinions spread from media to opinion leaders to the wider audience, and uses and gratification theory which sees audiences as active users selecting media to fulfill certain needs.
Key Concept Research
This document discusses several key concepts in media studies, including:
1. Media audiences can be segmented by various demographic factors and respond to media texts in different ways such as identifying or aspiring to characters.
2. Media institutions aim to communicate with target audiences and make money, such as through advertising revenue, which can influence the content they produce.
3. Media representations are constructions that re-present reality and can positively or negatively portray people, groups and issues through aspects like language, costumes and stereotypes.
4. Several media theories are outlined that examine how audiences interact with and make sense of media texts, such as uses and gratification theory, cultivation theory, and reception theories on dominant, negotiated
Audience theory
This document discusses several audience theories related to how audiences interact with and make meaning from media texts:
1) Hypodermic needle/effects theory proposes media have a direct influence on passive audiences, while cultivation theory argues for a more gradual, "drip-drip" effect over time.
2) Two-step flow theory recognizes indirect influence as audiences discuss media with others they respect.
3) Uses and gratifications theory views audiences as active in using media to fulfill needs rather than being directly influenced.
4) Reception analysis and semiotics examine how audiences construct different meanings based on their backgrounds and can reject or reinterpret dominant meanings.
Key audience concepts
The document discusses several theories of how audiences interact with and understand media. The Hypodermic Needle Model views audiences as passive receivers of media messages, while the Uses and Gratifications Model sees audiences as actively using media to fulfill needs. The Influence Model recognizes that audiences interpret media through shared frameworks. Recently, the Re-mediating Audiences theory has emerged, noting that audiences now help create user-generated content and shape media texts through participation.
C:\documents and settings\paul neville\my documents\influences on the audience
The document discusses several theories of media influence:
1) The Hypodermic Syringe Model suggests media has a direct influence on audiences and can be used to change behavior or gain power. Hitler used mass media to support the Nazi regime.
2) The Two-Step Flow Model proposes ideas from media reach opinion leaders first, who then influence the general population.
3) The Inoculation Model develops defenses against manipulation through persuasive messages.
4) Uses and Gratification Theory emphasizes that audiences actively choose media to fulfill needs.
5) Primary, secondary, and tertiary media influence depends on audience engagement levels.
Audience Theory
The document discusses several audience theories:
- The hierarchy of needs theory proposes that humans have physiological, safety, belonging, esteem, and self-actualization needs that must be met sequentially.
- The hypodermic needle theory views audiences as passive and vulnerable to media propaganda that directly "injects" beliefs and thoughts.
- Cultivation theory suggests that repeated exposure to certain media content can influence audiences' attitudes and behaviors over time, such as becoming desensitized to violence.
Audience Theories
This document discusses different theories of how audiences interact with media. It describes passive audiences that accept media messages at face value versus active audiences that critically evaluate messages. Specific theories covered include the hypodermic needle theory of direct persuasion, cultivation theory of repeated influence over values, the two-step flow theory of opinion leaders mediating messages, and uses and gratifications theory of audiences seeking to fulfill needs from media. The document emphasizes that audiences can interpret media differently based on factors like age, culture, and personality.
Audience Theory for Q1b)
The document discusses three theories of audience:
1. The Effects Model argues media has a direct influence on passive audiences.
2. Uses and Gratifications Model views audiences as active users who consume media to fulfill needs like identity, education, and entertainment.
3. Reception Theory examines how producers encode meanings in texts and how audiences can decode them in dominant, negotiated, or oppositional ways based on their own views.
Audience theories
This document discusses different theories of media audiences:
1) It begins by stating that all media targets a specific audience and that everyone is part of an audience. Producers use signs and signifiers to establish a target audience.
2) There are different types of audiences: mass, niche, individual, active, and passive. Active audiences interpret media themselves while passive audiences may be more susceptible to manipulation.
3) Several audience theories are described: hypodermic needle effect theorizes direct media effects; cultivation theory suggests repeated messages shape beliefs; two-step flow recognizes opinion leaders; and uses and gratification posits that audiences use media to fulfill needs.
Audience theories
This document discusses different theories of media audiences:
1) It begins by establishing that all media has a target audience and that everyone is part of some audience. Producers use signs and signifiers to establish audiences.
2) There are different types of audiences: mass, niche, individual, active, and passive. Active audiences interpret media themselves while passive audiences may be more susceptible to manipulation.
3) Several audience theories are described: hypodermic needle effect theorizes direct media effects; cultivation theory suggests repeated messages shape beliefs; two-step flow recognizes opinion leaders; and uses and gratification posits that audiences use media to fulfill needs.
Audience Theory for Q 1b)
The document discusses three theories of audience: the effects model, uses and gratifications model, and reception theory. The effects model sees audiences as passive and influenced by media texts. The uses and gratifications model views audiences as active and using media to fulfill needs like entertainment and social interaction. Reception theory examines how audiences can decode meanings in different ways, such as accepting, partially accepting, or rejecting a producer's intended meaning.
Audience Theories
The hypodermic model or "magic bullet" theory from the 1930s-40s suggested that mass media has a direct and powerful effect on passive audiences. It claimed media could trigger direct responses by "injecting" designed messages. However, this theory may be subjective as some people are more influenced than others.
The cultivation theory from the 1960s proposed that excessive TV viewing over time can alter perceptions of reality by increasing beliefs in social realities portrayed on TV. Heavy viewers (over 4 hours daily) are more likely to shape their concept of reality from TV than light viewers.
The uses and gratification theory examines why audiences consume certain media by looking at psychological needs around surveillance, identity, relationships and escapism that
Key Concepts
This document discusses key concepts in media studies, including audience, representation, media language, and institution. It provides details on how audiences are researched and categorized. It discusses theories about how audiences interact with media, ranging from passive to active models. It also covers the concepts of representation and feminist theory in media. The document is an in-depth overview of fundamental concepts taught in media studies.
Audience theory
There are three main theories of how audiences interact with media texts: 1) The Effects Model sees media as having direct influence over passive audiences; 2) Uses and Gratifications Theory views audiences as active users who engage with media to fulfill personal needs; 3) Reception Theory holds that audiences can decode media messages in different ways, either accepting, negotiating, or opposing the intended meaning. The document then provides details on each theory's key assumptions about the relationship between audiences and media content.
AUDIENCE THEORY
The document discusses several theories related to audiences and media studies:
1) Maslow's Hierarchy of Needs proposes that humans have physiological, safety, love, esteem, and self-actualization needs that must be met.
2) Passive audience theory suggests that media can directly "inject" ideas and beliefs into audiences who passively accept messages.
3) Cultivation theory argues that prolonged TV watching can shape viewers' perceptions of social reality through repetitive exposure to certain ideas.
4) Two-step flow theory posits that media messages pass from media to opinion leaders and then to the general public rather than directly to audiences.
Media audiences
1) Maslow's hierarchy of needs proposes that people must have their basic physiological and safety needs met before pursuing higher needs like belonging, esteem, and self-actualization. Early media theories viewed audiences as passive and easily influenced.
2) The hypodermic syringe model saw audiences as passive receivers of media messages. Cultivation theory also viewed audiences passively, suggesting repeated exposure shapes attitudes.
3) Later, more active audience theories emerged. Two-step flow theory and uses and gratifications propose audiences actively select media to fulfill needs, not passively accept messages. Reception analysis adds that personal experiences shape how media is interpreted.
Audience theory
The Effects Model, also known as the Hypodermic Model, posits that media have a direct and powerful influence over passive audiences. It suggests that media messages are injected into audiences who cannot resist their effects. However, evidence for strong media effects was inconclusive. The Uses and Gratifications Model counters that audiences are active, using media selectively to fulfill various needs and desires. Reception Theory introduced the idea that encoding of media messages by producers differs from decoding by audiences, who may understand, reject, or reinterpret meanings in complex ways.
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A Level Audience Theory
- 2. THE EFFECTS MODEL The consumption of media texts has an effect or influence upon the audience. Normally it is considered the effect is negative. A lot of the time the power lies with the message from the text. ‘The Effects Model’ is also known as the ‘Hypodermic Model’. The messages are injected into the audience by powerful ‘syringe like’ media. Due to this the audience can’t resist and the audience is doped by it. A lot of media corporations, politicians and extreme religious organisations use this theory to help gather peoples attention and get them to believe everything they say.
- 3. THE USES AND GRATIFICATION MODELS This theory is the complete opposite to the Effects Model, the audience is active and the audience uses the text and is not ‘used’ by it. They use the text for their own pleasure and gratification. In this situation the power lies with the audience rather than the producers. As the audience hasn’t been dictated by the text they are free to play, reject or use the media. The audience can use the text for other devices such as: Escapism, pleasure and information. The consumption of this media can help with issues such as relaxation, emotional satisfaction and can help with issues of aggression and violence.
- 4. RECEPTION THEORY Due to problems The Effects Model and Gratification Theory have, Stuart Hall the academic at Birmingham University came up with a new theory in the 1970’s. The theory considers how producers created with meaning by the producers and understood by the voyeurs. The theory suggests that the producer creates a story with a message or meaning and which they want to convey to the audience. In some cases the audience will decode the message and meaning straight away, in other circumstances the message or meaning can be harder to decode, or they may even fail in understanding the message/meaning. Stuart Hall identified three different types of audience de-coding: Preferred, negotiated and oppositional.
- 5. SAFETY VALVE EFFECT The Safety Valve Effect is the glamorization of the world which the media provides for us, the voyeurs. It allows us to live almost a fantasy and escape reality and their mundane lives. It allows people to take out their anxieties and frustrations through media.
- 6. THE EFFECTS DEBATE The Effects Debate involves producers having to think carefully about identifying their target audience and finding a text that will engage and interest them. However, because the media is such a major influence and part of peoples lives that one of the major debates in media is that the effect that the media may possibly have on its audience.
- 7. THE LAW OF DIMINISHING RETURNS This is the theory of a media audiences reactions growing weaker after a lot of exposure to violence, sex and death in films. It is the decrease in fear towards taboo subjects and extremely aggressive behaviour. Their threshold becomes higher and it takes more extreme measures to effect them. Film violence has increased over the years, people believe this is due to social issues.