Audience Theory
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The document discusses three major audience theories: 1) The effects/hypodermic model views audiences as passive recipients who are directly influenced by media messages. It suggests media can negatively impact behavior. 2) Uses and gratifications theory sees audiences as active, using media to meet needs like information, identity, and social interaction. Power lies with audiences who choose what to accept. 3) Reception theory examines how producers encode meaning in media and how audiences can decode it in dominant, negotiated, or oppositional ways based on their own views. It gives audiences more agency than the effects model.
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A2 media studies Audience theories
The document discusses three main audience theories:
1. The effects model (also called the hypodermic model) argues that media texts directly influence passive audiences in negative ways.
2. Uses and gratification theory argues that active audiences use media texts for their own pleasure and gratification, rather than being used by media producers.
3. Reception theory examines how media producers encode meanings in texts and how audiences decode and interpret those meanings, sometimes accepting the producer's intended meaning and sometimes rejecting it.
Media Effects Essay
The media effects theory proposes that media can influence individuals' behaviors by exposing them to certain content. It suggests audiences are largely passive receivers of media messages. However, the theory has been criticized for oversimplifying media influence and audiences. It fails to consider other factors like an individual's life experiences and social environment. Studies finding links between media exposure and behavior are often artificial and do not reflect real-world interactions. The theory also does not account for how audiences actively make their own meanings from media. It lacks a strong theoretical foundation. While the theory helped explain moral panics, it treats audiences as inadequately able to understand media and is selective in what media depictions it criticizes.
Audience theory
The document discusses three main theories of audience:
1. The Effects Model/Hypodermic Model which argues media has a direct influence on passive audiences.
2. The Uses and Gratifications Model which argues that active audiences use media to meet personal needs and gratifications.
3. Reception Theory which argues that audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
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 Research
Audience theory research: hypodermic needle theory - bobo doll experiment, uses and gratifications, two step flow model.
Media effects
The document discusses several theories about the potential effects of playing violent video games like Grand Theft Auto (GTA) and how people interact with media in general:
1. Hypodermic needle theory suggests media directly influences audiences in a passive way, like injecting ideas into them. However, other theories argue audiences are more active.
2. Uses and gratifications theory says people deliberately choose media to fulfill certain needs like information, entertainment, or social connection.
3. Cultivation theory proposes media's repetitive messages shape people's views over the long-term in a subtle, "drip by drip" manner.
4. Reception theory focuses on how audiences interpret and make their own
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.
Audience theories
The document summarizes several audience theories:
1) Cultivation theory suggests that heavy media and television viewers are more likely to have their attitudes and beliefs influenced by what they see.
2) Two-step flow theory proposes that media messages are less influential than personal communication, with opinion leaders receiving information from media and passing it to others.
3) Hypodermic needle model views the audience as passive and powerless to resist direct media messaging.
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A2 media studies Audience theories
The document discusses three main audience theories:
1. The effects model (also called the hypodermic model) argues that media texts directly influence passive audiences in negative ways.
2. Uses and gratification theory argues that active audiences use media texts for their own pleasure and gratification, rather than being used by media producers.
3. Reception theory examines how media producers encode meanings in texts and how audiences decode and interpret those meanings, sometimes accepting the producer's intended meaning and sometimes rejecting it.
Media Effects Essay
The media effects theory proposes that media can influence individuals' behaviors by exposing them to certain content. It suggests audiences are largely passive receivers of media messages. However, the theory has been criticized for oversimplifying media influence and audiences. It fails to consider other factors like an individual's life experiences and social environment. Studies finding links between media exposure and behavior are often artificial and do not reflect real-world interactions. The theory also does not account for how audiences actively make their own meanings from media. It lacks a strong theoretical foundation. While the theory helped explain moral panics, it treats audiences as inadequately able to understand media and is selective in what media depictions it criticizes.
Audience theory
The document discusses three main theories of audience:
1. The Effects Model/Hypodermic Model which argues media has a direct influence on passive audiences.
2. The Uses and Gratifications Model which argues that active audiences use media to meet personal needs and gratifications.
3. Reception Theory which argues that audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
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 Research
Audience theory research: hypodermic needle theory - bobo doll experiment, uses and gratifications, two step flow model.
Media effects
The document discusses several theories about the potential effects of playing violent video games like Grand Theft Auto (GTA) and how people interact with media in general:
1. Hypodermic needle theory suggests media directly influences audiences in a passive way, like injecting ideas into them. However, other theories argue audiences are more active.
2. Uses and gratifications theory says people deliberately choose media to fulfill certain needs like information, entertainment, or social connection.
3. Cultivation theory proposes media's repetitive messages shape people's views over the long-term in a subtle, "drip by drip" manner.
4. Reception theory focuses on how audiences interpret and make their own
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.
Audience theories
The document summarizes several audience theories:
1) Cultivation theory suggests that heavy media and television viewers are more likely to have their attitudes and beliefs influenced by what they see.
2) Two-step flow theory proposes that media messages are less influential than personal communication, with opinion leaders receiving information from media and passing it to others.
3) Hypodermic needle model views the audience as passive and powerless to resist direct media messaging.
Audience theory
The document discusses several theories of audience reception of media, beginning with the hypodermic syringe theory which views audiences as passive receivers of media messages. It then discusses the uses and gratifications model which sees audiences as active in selecting media to fulfill needs. Finally, it discusses Stuart Hall's encoding/decoding theory of preferred, negotiated, and oppositional readings and Laura Mulvey's male gaze theory of how women are portrayed for the male viewer's pleasure in many films.
Audience theories- Slasher Films
The document discusses three audience theories related to slasher films:
1) Uses and Gratification Theory - Audiences actively seek out slasher films for enjoyment and gratification like pleasure or escapism. They are an "active" audience who can reject or accept the media.
2) Two-Step Flow Theory - Audiences are influenced by opinion leaders who are influenced by mass media. People may watch slasher films based on reviews from magazines and websites. This audience is more "passive".
3) Cultivation Theory - Heavy exposure to slasher films can lead audiences to believe the film world reflects reality. It can cultivate society's views, like how "dark alleys
Audience Models
The document discusses audience theory, including passive and active audience models. It describes Maslow's hierarchy of needs and how media texts can aim to fulfill different needs. It also covers primary and secondary audience research methods and the hypodermic and uses and gratification models of how audiences interact with media.
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 Effects
This document summarizes media effects research on violence, including the types of effects studied (negative like aggression, positive like pro-social behavior), historical context of the research, common hypotheses about media effects, and methods used in studies. Some of the key hypotheses discussed are social learning theory, desensitization, reinforcement of preexisting tendencies, and cultivation effects. Research methods covered include laboratory experiments, surveys, natural experiments, and longitudinal studies. The document also notes the prevailing public view that media have powerful effects on passive audiences.
Audience theories
The document discusses four main audience theories: the hypodermic needle model, two-step flow theory, uses and gratifications theory, and reception theory. The hypodermic needle model and two-step flow theory view audiences as passive, while uses and gratifications theory sees audiences as active in choosing media to fulfill certain needs. Reception theory argues producers encode hidden messages for audiences to decode.
Audience and media effects theories
The document discusses several theories of media effects and audience behavior:
1) The hypodermic needle theory views audiences as passive recipients who are directly influenced by media messages.
2) Uses and gratifications theory sees audiences as active in choosing media to fulfill needs and goals. It focuses on understanding audience motives and consequences of media use.
3) Preferred readings theory by Stuart Hall recognizes that media texts aim to influence audiences in certain ways but audiences can also interpret messages oppositionally or through negotiation based on their own views.
Audience theory
The document discusses several theories related to audience and media consumption:
1) Uses and gratifications theory focuses on why and how people actively seek out media to satisfy needs, rather than what media does to people. It assumes audiences are active in interpreting media.
2) Stuart Hall's encoding/decoding model examines how producers encode meanings in texts and how audiences can correctly decode, misdecode, or oppose the meanings.
3) The effects theory examines how media can influence behavior but was critiqued for viewing audiences as too passive, unlike uses and gratifications theory which sees audiences as active.
Media effects theory
The media effects theory proposes that media can influence society and behavior. It suggests that exposure to violent or sexual media content can cause people, especially youth, to mimic this behavior. However, the theory has several weaknesses. Studies have found no clear link between media exposure and real-world violence. The theory also oversimplifies audience interpretation and fails to consider the social context around media effects.
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.
Audience
This document summarizes three main theories of how audiences interact with media:
1. The Effects Model sees audiences as passive and easily influenced by media messages.
2. The Uses and Gratifications Model views audiences as active, using media to meet personal needs like diversion or social comparison.
3. Reception Theory examines how audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
Media Theories
The document discusses several theories related to media effects:
1) The copycat theory and Bobo doll experiment, which studied how observing and imitating aggression can influence behavior, especially in unstable individuals.
2) Cultivation theory examines television's long-term passive effects on shaping attitudes, such as increasing acceptance of gay marriage over time.
3) Desensitization theory proposes that extensive exposure to media violence can reduce emotional responses to violence, though the impact on reactions to real violence is debated.
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 theories
This document summarizes several audience theories:
1) The effects model argues that media has a negative influence on passive audiences. The hypodermic model similarly views audiences as powerless against media messages.
2) The Bobo doll experiment appeared to show that children imitate violent media, supporting the effects model. However, the experiment had flaws.
3) The uses and gratifications model views audiences as active in using media to fulfill needs like diversion or information. Power lies with audiences, not producers.
4) Reception theory by Stuart Hall proposes that encodings and decodings of media messages can result in dominant, negotiated, or oppositional readings by audiences.
The Effects Debate
A useful discussion point for discussing The Effects Debate based on the seminal text by Petely & Barker
Audience profiling
The document discusses several theories of how media influences audiences:
- The effect model suggests media has a generally negative effect by using fear, panic and exaggeration to manipulate viewers. This can lead to copycat behaviors.
- The hypodermic needle theory argues media "injects" viewers with its own views, making audiences powerless to resist propaganda. Viewers are not able to choose what to believe.
- The use and gratification theory says audiences actively choose media to satisfy needs like entertainment, social interaction, identity and education. Audiences are not passive consumers.
- Reception theory examines how producers encode messages and audiences decode them, either accepting (dominant), partially accepting (negotiated) or rejecting (
Uses and gratification theory
Uses and Gratification Theory focuses on why audiences use media rather than how media affects people. It suggests audiences use films for entertainment, social interaction, personal identity, and information. Producers aim to entertain viewers and provide what audiences want to maximize profits. For a film targeting 16-25 year olds, this theory recommends focusing on entertainment and education through relatable characters to engage the social audience.
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.
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.
Audience theories
1. The document discusses several audience theories: effects theory, which argues media has a profound influence on passive audiences; two-step theory, which proposes opinion leaders influence others through celebrity endorsements; uses and gratifications, where active audiences select media to fulfill needs; and encoding/decoding, in which audiences can interpret encoded media texts in standard or oppositional ways depending on their perspective.
2. Effects theory suggests media can "inject" ideas into passive audiences and influence behaviors, while two-step theory argues opinion leaders and influencers shape how others respond to media messages.
3. Uses and gratifications and encoding/decoding posit more active audiences who selectively engage with media to meet personal needs or decode messages in standard
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.
Audience Consumption Theories - Sarah Holmes
The document discusses theories about how audiences consume media content, including both passive and active theories. The hypodermic needle theory views audiences as passive, believing media content directly influences them like an injection. In contrast, uses and gratifications theory sees audiences as active, selectively choosing media to fulfill needs like cognitive, affective, and social integration. Water cooler television provides examples of how soap opera plots can fulfill these needs and provide material for social discussion.
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Audience theory
The document discusses several theories of audience reception of media, beginning with the hypodermic syringe theory which views audiences as passive receivers of media messages. It then discusses the uses and gratifications model which sees audiences as active in selecting media to fulfill needs. Finally, it discusses Stuart Hall's encoding/decoding theory of preferred, negotiated, and oppositional readings and Laura Mulvey's male gaze theory of how women are portrayed for the male viewer's pleasure in many films.
Audience theories- Slasher Films
The document discusses three audience theories related to slasher films:
1) Uses and Gratification Theory - Audiences actively seek out slasher films for enjoyment and gratification like pleasure or escapism. They are an "active" audience who can reject or accept the media.
2) Two-Step Flow Theory - Audiences are influenced by opinion leaders who are influenced by mass media. People may watch slasher films based on reviews from magazines and websites. This audience is more "passive".
3) Cultivation Theory - Heavy exposure to slasher films can lead audiences to believe the film world reflects reality. It can cultivate society's views, like how "dark alleys
Audience Models
The document discusses audience theory, including passive and active audience models. It describes Maslow's hierarchy of needs and how media texts can aim to fulfill different needs. It also covers primary and secondary audience research methods and the hypodermic and uses and gratification models of how audiences interact with media.
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 Effects
This document summarizes media effects research on violence, including the types of effects studied (negative like aggression, positive like pro-social behavior), historical context of the research, common hypotheses about media effects, and methods used in studies. Some of the key hypotheses discussed are social learning theory, desensitization, reinforcement of preexisting tendencies, and cultivation effects. Research methods covered include laboratory experiments, surveys, natural experiments, and longitudinal studies. The document also notes the prevailing public view that media have powerful effects on passive audiences.
Audience theories
The document discusses four main audience theories: the hypodermic needle model, two-step flow theory, uses and gratifications theory, and reception theory. The hypodermic needle model and two-step flow theory view audiences as passive, while uses and gratifications theory sees audiences as active in choosing media to fulfill certain needs. Reception theory argues producers encode hidden messages for audiences to decode.
Audience and media effects theories
The document discusses several theories of media effects and audience behavior:
1) The hypodermic needle theory views audiences as passive recipients who are directly influenced by media messages.
2) Uses and gratifications theory sees audiences as active in choosing media to fulfill needs and goals. It focuses on understanding audience motives and consequences of media use.
3) Preferred readings theory by Stuart Hall recognizes that media texts aim to influence audiences in certain ways but audiences can also interpret messages oppositionally or through negotiation based on their own views.
Audience theory
The document discusses several theories related to audience and media consumption:
1) Uses and gratifications theory focuses on why and how people actively seek out media to satisfy needs, rather than what media does to people. It assumes audiences are active in interpreting media.
2) Stuart Hall's encoding/decoding model examines how producers encode meanings in texts and how audiences can correctly decode, misdecode, or oppose the meanings.
3) The effects theory examines how media can influence behavior but was critiqued for viewing audiences as too passive, unlike uses and gratifications theory which sees audiences as active.
Media effects theory
The media effects theory proposes that media can influence society and behavior. It suggests that exposure to violent or sexual media content can cause people, especially youth, to mimic this behavior. However, the theory has several weaknesses. Studies have found no clear link between media exposure and real-world violence. The theory also oversimplifies audience interpretation and fails to consider the social context around media effects.
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.
Audience
This document summarizes three main theories of how audiences interact with media:
1. The Effects Model sees audiences as passive and easily influenced by media messages.
2. The Uses and Gratifications Model views audiences as active, using media to meet personal needs like diversion or social comparison.
3. Reception Theory examines how audiences can decode media messages in dominant, negotiated, or oppositional ways based on their own views.
Media Theories
The document discusses several theories related to media effects:
1) The copycat theory and Bobo doll experiment, which studied how observing and imitating aggression can influence behavior, especially in unstable individuals.
2) Cultivation theory examines television's long-term passive effects on shaping attitudes, such as increasing acceptance of gay marriage over time.
3) Desensitization theory proposes that extensive exposure to media violence can reduce emotional responses to violence, though the impact on reactions to real violence is debated.
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 theories
This document summarizes several audience theories:
1) The effects model argues that media has a negative influence on passive audiences. The hypodermic model similarly views audiences as powerless against media messages.
2) The Bobo doll experiment appeared to show that children imitate violent media, supporting the effects model. However, the experiment had flaws.
3) The uses and gratifications model views audiences as active in using media to fulfill needs like diversion or information. Power lies with audiences, not producers.
4) Reception theory by Stuart Hall proposes that encodings and decodings of media messages can result in dominant, negotiated, or oppositional readings by audiences.
The Effects Debate
A useful discussion point for discussing The Effects Debate based on the seminal text by Petely & Barker
Audience profiling
The document discusses several theories of how media influences audiences:
- The effect model suggests media has a generally negative effect by using fear, panic and exaggeration to manipulate viewers. This can lead to copycat behaviors.
- The hypodermic needle theory argues media "injects" viewers with its own views, making audiences powerless to resist propaganda. Viewers are not able to choose what to believe.
- The use and gratification theory says audiences actively choose media to satisfy needs like entertainment, social interaction, identity and education. Audiences are not passive consumers.
- Reception theory examines how producers encode messages and audiences decode them, either accepting (dominant), partially accepting (negotiated) or rejecting (
Uses and gratification theory
Uses and Gratification Theory focuses on why audiences use media rather than how media affects people. It suggests audiences use films for entertainment, social interaction, personal identity, and information. Producers aim to entertain viewers and provide what audiences want to maximize profits. For a film targeting 16-25 year olds, this theory recommends focusing on entertainment and education through relatable characters to engage the social audience.
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.
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.
Audience theories
1. The document discusses several audience theories: effects theory, which argues media has a profound influence on passive audiences; two-step theory, which proposes opinion leaders influence others through celebrity endorsements; uses and gratifications, where active audiences select media to fulfill needs; and encoding/decoding, in which audiences can interpret encoded media texts in standard or oppositional ways depending on their perspective.
2. Effects theory suggests media can "inject" ideas into passive audiences and influence behaviors, while two-step theory argues opinion leaders and influencers shape how others respond to media messages.
3. Uses and gratifications and encoding/decoding posit more active audiences who selectively engage with media to meet personal needs or decode messages in standard
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Audience Theories: From Source-dominated to Active Audience Theories
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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.
Audience Consumption Theories - Sarah Holmes
The document discusses theories about how audiences consume media content, including both passive and active theories. The hypodermic needle theory views audiences as passive, believing media content directly influences them like an injection. In contrast, uses and gratifications theory sees audiences as active, selectively choosing media to fulfill needs like cognitive, affective, and social integration. Water cooler television provides examples of how soap opera plots can fulfill these needs and provide material for social discussion.
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This document 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
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
Audience theory
David Morley outlined three positions that a reader/audience may have when consuming media:
1) Dominant/hegemonic reading where the audience fully accepts the preferred meaning
2) Negotiated reading where the audience broadly accepts but modifies the preferred meaning to reflect their views
3) Oppositional/counter-hegemonic reading where the audience rejects the preferred meaning and brings their own interpretation
Morley argues that audiences who share cultural experiences will tend to interpret messages in similar ways. Their readings will be shaped by shared cultural understandings.
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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.
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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.
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
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 reception theories
The hypodermic needle theory suggests that audiences passively accept media messages like being injected with a needle. Albert Bandura's Bobo doll study found that children imitated aggressive behaviors they saw on video. The uses and gratifications model sees audiences as active, using media to fulfill needs like escapism, education, and pleasure. Reception theory proposes that media producers encode messages that audiences can decode as the dominant/preferred meaning, negotiate parts they disagree with, or oppositionally reject.
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.
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Audience Theory
The document discusses three theories of audience: the effects model, uses and gratifications model, and reception theory. The effects model views audiences as passive and easily influenced by media texts. The uses and gratifications model sees audiences as active and using media to meet personal needs. Reception theory examines how audiences decode meanings in texts, which can be dominant, negotiated, or oppositional readings.
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 powerpoint
The document discusses three main audience theory models: the effects model which sees audiences as passive, the uses and gratifications model which views audiences as active in using media to fulfill needs, and reception theory which examines how audiences decode meanings from texts in different ways from dominant to negotiated to oppositional readings. It analyzes these theories and applies them to understanding audience relationships with media texts like music videos.
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The document summarizes two audience theories: the effects model and uses and gratifications model. The effects model sees audiences as passive and easily influenced by media messages. It was tested in experiments like the Bobo doll experiment. However, the uses and gratifications model sees audiences as active, using media to fulfill personal needs like diversion, escapism, and identity exploration. Both theories provide different perspectives on the relationship between audiences and media texts.
Audience theory
The document discusses Abraham Maslow's hierarchy of needs theory and how it can be applied to understanding consumer and brand motivations on social media platforms. It also provides an overview of Maslow's pyramid model, which places the most fundamental needs like breathing at the bottom and higher-level needs like self-actualization at the top. Additionally, it summarizes theories around passive and active audiences, including the hypodermic needle model and cultivation theory.
Section A: Passive Audience Theory
This document provides an overview of audience theory, including both "effects" models that consider how media impacts audiences, and different types of audience members (passive vs. active). It discusses the "preferred reading" theory, where media producers promote a particular interpretation that most audiences accept. The cultural effects model is explained, viewing audiences as passive recipients of ideological messages from media owners that gradually influence society over time. Key theories covered include the hypodermic syringe model, two-step flow, uses and gratifications, and cultivation theory.
Preliminary Tasks Planning - Mrs. Turner
This document provides an overview of audience theory, including both "effects" models that consider how media impacts audiences, and different types of audience members (passive vs. active). It discusses the "preferred reading" theory, where media producers promote a particular interpretation that most audiences accept. The cultural effects model is explained, seeing audiences as passive recipients of ideological messages from media owners over long periods, gradually influencing societal norms and values. Key theories covered include the hypodermic syringe model of direct media effects and cultivation theory involving television's influence through repeated messages like promoting a "mean world."
Audience media presentation
This document discusses audience theory and provides definitions of key terms related to audience and media studies. It summarizes three main theories of how audiences interact with media: the effects model which views audiences as passive, the uses and gratifications model which sees audiences as active, and reception theory which examines how audiences decode intended and alternative meanings. It also outlines Marxist and feminist approaches to media theory.
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Audience Theory
- 1. Audience Theories 1. Effects/Hypodermic Model - The theory that a media product has an effect or influence upon an audience - The effect that the media product has is generally negative - The audience is seen as passive and powerless to prevent the influence of the media - The message of the media product is ‘injected’ into the audience, who then mindlessly absorb and accept it, hence the name ‘hypodermic model’ - The media works as a drug to the audience who are drugged, duped and addicted to the messages the media feeds them - Frankfurt school created this theory- the capitalist government creates and sells this kind of media for mass audiences - Psychologist Albert Bandura created the “Bobo Doll” experiment to prove his ‘Social Learning Theory’ stating that children learn by observation (in this case, copying violent behaviours) - In the experiment, children watched a video of an adult model violently attacking a clown (or “Bobo”) doll - The children were then led to another room and provoked by being shown desirable toys they were not allowed to touch, then led to a third room containing a Bobo doll. - 88% of children imitated the violent behaviour that they had observed from the adult model - This supports the view that observing violence can lead to violent actions - Films like Childs Play (1988) and A Clockwork Orange (1971) reportedly influenced aggressive behaviour and several violent attacks - However it can be argued that those who committed the violent attacks had issues prior to watching the films that caused their violent behaviour and not everyone who viewed the films went on to commit violent acts- those who committed violent acts after viewing the films were a minority - This also cannot explain all issues in society and there is no direct link to the media being responsible for the majority of societal issues relating to violence 2. Uses and Gratifications Model - Consists of five reasons why people consume media texts • Information • Personal Identity • Diversion/Escapism • Entertainment/Pleasure • Integration/Social Interaction - The uses and gratifications model is the opposite of the effects model - It states that the audience is active whilst consuming media and that the audience uses the media to their own benefit, gaining something from this consumption - The power lies within the audience consuming the content, not the producers of the content - The theory emphasises what the audience does with media- how and why they consume it and how they can reject as well as accept elements of a media text.
- 2. 3. ReceptionTheory - This theory, created by Stuart Hall in the 1970’s, considers how producers encode meaning in media texts and audiences decode (understand) this meaning - The theory suggests that: “When a producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audience” - In some instances, the audience will correctly decode the message or meaning and understand what the producer was trying to convey however in other instances, the audience will either reject or fail to correctly understand the message - Stuart Hall identified three types of audience readings/decodings of the text; Dominant/Preferred: Where the audience decodes the message as the producer wants them to and broadly agrees with it Negotiated: Where the audience accepts or rejects elements of the text in light of previously held news Oppositional: Where the dominant meaning is recognized but rejected for cultural, political or idealogical reasons Maslow’s Hierarchy of Needs (1943) - This theory suggests that the audience is in control, and consumptionof media helps people with their issues - It also suggests that people actively seek out media to help with their issues
- 3. Applying Audience Theories to my Trailer Effects/Hypodermic Model If I was to apply this theory to my trailer, the violent acts shown or hinted at in the trailer would probably be recognized and criticized as it could encourage the audience watching to take similar actions to those that they observed in my trailer. Uses and Gratifications If I was to apply this theory to my trailer, I would say that the audience may want to watch it for entertainment/pleasure as they might find the plot of the film enjoyable, people may also watch it as a form of escapism as the genre of the film (Film Noir/Gangster) does not contain events that people would experience in everyday life and it may allow them to see “how the other half live”. The audience may also watch for social interaction so they have a common interest with other people and have something to discuss with others