Audience theory
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The document discusses several theories of how media targets and affects audiences: 1) The "hypodermic syringe model" from the 1920s-1950s viewed audiences as passive and assumed media had direct effects, like propaganda during WWII. 2) The "two-step flow model" developed in the 1940s-50s recognized opinion leaders could influence audiences' reception of media messages on social media today. 3) "Uses and gratification theory" sees audiences as active in interpreting media to fulfill personal needs like identity, education, entertainment and social interaction.
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Uses and Gratifications Theory
Uses and Gratifications Theory posits that audience members actively seek out media to meet specific needs or gratifications, rather than media having direct influence over people. It focuses on what people do with media rather than what media does to people. The theory suggests people use media to fulfill needs like social interaction, entertainment, education, and identification. Critics argue it does not fully recognize media's unconscious influence over views and that media can manipulate audiences. However, it may be more applicable today as the internet allows more freedom and control over media consumption.
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
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.
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.
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.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Interactive Audiences?
This document discusses the concept of collective intelligence in media fandom. It defines collective intelligence as a universally distributed intelligence that is constantly enhanced through real-time coordination and results in effective skills mobilization. The document explores how new technologies have enabled fans to archive, annotate, and share media content. This has led to the rise of participatory fan cultures and communities that cooperatively create and share media such as fan fiction, videos, and music. The interconnected nature of online fandom helps facilitate a collective intelligence among media fans.
USES AND GRATIFICATION THEORY
This document discusses Uses and Gratification Theory, which focuses on why audiences choose different media and what needs they fulfill by doing so. The theory suggests audiences actively interpret media to meet needs like identity, education, entertainment, and social interaction. It provides examples of how music choices fulfill different needs. The theory is especially relevant today as new technologies like the internet allow people more control over and access to various media to meet their changing needs. However, some criticize it for oversimplifying media influence and not acknowledging its power in society.
Recommended
Uses and Gratifications Theory
Uses and Gratifications Theory posits that audience members actively seek out media to meet specific needs or gratifications, rather than media having direct influence over people. It focuses on what people do with media rather than what media does to people. The theory suggests people use media to fulfill needs like social interaction, entertainment, education, and identification. Critics argue it does not fully recognize media's unconscious influence over views and that media can manipulate audiences. However, it may be more applicable today as the internet allows more freedom and control over media consumption.
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
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.
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.
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.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Interactive Audiences?
This document discusses the concept of collective intelligence in media fandom. It defines collective intelligence as a universally distributed intelligence that is constantly enhanced through real-time coordination and results in effective skills mobilization. The document explores how new technologies have enabled fans to archive, annotate, and share media content. This has led to the rise of participatory fan cultures and communities that cooperatively create and share media such as fan fiction, videos, and music. The interconnected nature of online fandom helps facilitate a collective intelligence among media fans.
USES AND GRATIFICATION THEORY
This document discusses Uses and Gratification Theory, which focuses on why audiences choose different media and what needs they fulfill by doing so. The theory suggests audiences actively interpret media to meet needs like identity, education, entertainment, and social interaction. It provides examples of how music choices fulfill different needs. The theory is especially relevant today as new technologies like the internet allow people more control over and access to various media to meet their changing needs. However, some criticize it for oversimplifying media influence and not acknowledging its power in society.
Uses and Gratifications Theory
The document introduces the uses and gratifications theory, which focuses on why people use media rather than what media does to people. The theory proposes that audiences use media to fulfill needs and gratifications. It was first studied by Blumler and Katz in the 1940s and remains relevant today, though it has received some criticism for being difficult to determine gratifications and relying on surveys. Research into the uses and gratifications theory continues nonetheless.
Media effects revision - mass media section A2
This document summarizes four models of media effects:
1) Uses and Gratification Model - Views audiences as active in choosing media to fulfill needs and shape identities. It recognizes audience power but ignores social factors.
2) Cultural Effects Model - Views media as tool of dominant groups to gradually influence audiences based on factors like class, gender, ethnicity.
3) Hypodermic Syringe Theory - Views audiences as passive, with media having immediate effects on behavior. It does not recognize outside influences.
4) Two Step Flow Model - Views influence as from media to opinion leaders to audiences, recognizing audiences are not entirely passive but still assumes media ultimately shapes opinions. It does not fully recognize independent audience views.
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.
Audience Theory
This document discusses theories about how media audiences are influenced. It describes the "hypodermic needle" or "effects" model, which suggests the media directly influences audiences like a syringe injecting ideas. It also discusses the cultivation theory, which is that repeated media exposure shapes audiences' views of social reality over time. The document notes criticisms of theories that portray audiences as passive masses, pointing instead to more active audience interpretations and the two-step flow of influence through opinion leaders. It suggests modern versions look at how moral panics can emerge from media coverage. Overall, the document examines debates around the power and passiveness of audiences in relation to media effects and influence.
Active audience
The document discusses the theory of the active audience, which posits that audiences play an active role in interpreting media messages rather than passively accepting them. It outlines the development of this theory over time, from early models that viewed audiences as passive to Stuart Hall's encoding/decoding model and other research emphasizing that audiences filter messages through their own experiences and can negotiate or oppose the dominant meanings. The document also discusses criticisms of and ongoing questions around the active audience theory.
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 theory
The document discusses several theories about the relationship between media and audiences:
- The hypodermic needle/effects model views audiences as passive, directly influenced by media messages.
- Cultivation analysis sees media shaping audiences' worldviews over time through repeated exposure.
- Uses and gratifications theory argues audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance.
- Encoding/decoding theory holds that media texts contain encoded meanings which audiences can read in dominant, negotiated, or oppositional ways depending on their perspectives.
The document evaluates whether these models fully account for modern media landscapes and active audiences using an increasing variety of platforms. It explores how new technologies may require updating or replacing existing
Media audience theories
The document summarizes several theories of media effects on audiences:
1) The Hypodermic Syringe Model sees media as having a direct, strong effect on passive audiences, especially young people.
2) Reception Analysis Theory argues audiences interpret media based on their background and can have three types of readings: dominant, oppositional, or negotiated.
3) Uses and Gratifications Model views audiences as active in using media to fulfill needs like escapism or information gathering.
4) Selective Filter Model claims media only affects audiences if the message is exposed to, perceived by, and retained in memory.
5) Two-Step Flow Model suggests opinions in media are influenced by "opinion
Uses and grats theory
The document discusses the uses and gratifications theory of mass communication. It begins by asking what the reader has done that day, like checking social media or watching TV, to introduce the idea that people actively engage with different forms of media. It then explains that the uses and gratifications theory focuses on what people do with media rather than what media does to people. The theory, developed by Blumler and Katz in the 1940s, suggests that media users play an active role in choosing media to fulfill needs and gratifications. It provides examples of gratifications like being informed, entertained, or escaping troubles. While criticized, the theory continues to be used by scholars to understand how audiences consume media.
A2 media revision
- 'We media' refers to user-generated content and participatory media enabled by technologies like blogs, social media, and wikis. This emergence has both increased and decreased democracy in some ways.
- On one hand, new media has empowered ordinary users to participate in content creation and distribution, opening up access and diversifying voices. However, large platforms and profit motives can still influence content and limit democratic potential.
- The future may see both increased individual expression but also new forms of surveillance and control if democratic values are not upheld online as they are offline.
Two step flow and Opinion Leaders
Opinion leaders are individuals who are especially educated on a certain issue and actively interpret media messages for less informed individuals. They are important to target due to their influence over lower-end media users through the two step flow theory, where opinion leaders gather information from media and pass it on to others with their own interpretation. For an issue like cyberbullying targeting teenagers, opinion leaders who are intelligent and influential will be key to reaching this audience as teenagers may not fully understand the topic on their own.
Uses & gratification theory
The Uses and Gratification Theory focuses on why and how people use media to satisfy needs and wants. It was introduced in 1974 and has three historical stages. The theory suggests that media users actively select media to fulfill needs like diversion, social interaction, identity, and surveillance. Critics argue it does not consider media influence and assumes free will, though its strength is emphasizing individuals' roles in media use.
Key Theories
The document discusses several theories related to how consumers engage with media:
- Uses and gratifications theory identifies 5 common reasons people use media - escapism, entertainment, surveillance, personal identity, and public relations.
- Media dependency theory proposes that people's need for media is influenced by their circumstances rather than a constant dependency, and that media helps with social integration.
- Other theories discussed include reception theory, dominant ideology/hegemony theory, Maslow's hierarchy of needs, and the two-step flow theory.
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.
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.
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
This document discusses several theories of audience research:
- There are three main types of audiences - mass, niche, and individual audiences.
- The cultivation/cultivation theory suggests that repeated exposure to violent or sensational media can desensitize viewers over time. However, this theory is difficult to prove conclusively.
- The hypodermic needle theory claims that media has a direct and powerful effect on passive audiences, influencing them in the same way. It does not account for individual differences.
Chapter 15 – Media Effects
This document discusses media effects research and various theories about how media can impact individuals and society. It defines media effects research as attempting to understand, explain, and predict the effects of mass media. It also discusses several specific media effects theories, such as cultivation theory, agenda-setting, and the spiral of silence theory.
2 Step Flow Theory
The document discusses the two-step flow theory of communication, which proposes that information from media first reaches opinion leaders who then pass on their own interpretations to others. Opinion leaders can be found in all groups and their influence varies depending on the topic and how interested the group is. There are two types of opinion leaders - monomorphic, who are influential on one topic, and polymorphic, who are influential on various topics. The multi-step flow theory expands on this by showing how information moves from media to opinion receivers to opinion leaders to others in a social system over time as part of the diffusion of innovations.
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
The document summarizes several audience theory models:
1) The Hypodermic-Syringe Model suggests audiences respond uniformly to media messages, but it has been criticized as outdated.
2) The Two-Step Flow Model proposes ideas spread from media to opinion leaders then the wider audience. Research shows this occurs on Twitter.
3) Uses and Gratifications Theory holds that audiences actively select media to fulfill needs like entertainment, social interaction, and education.
4) The Nationwide Project identified three types of audience readings: dominant, negotiated, and oppositional.
L4A&1
This document discusses various theories about how audiences interact with and make meaning from media, including:
- The hypodermic needle model which sees audiences as passive receivers of media messages.
- Two-step flow theory which proposes people discuss media with opinion leaders before accepting messages.
- Uses and gratifications theory which views audiences as active in choosing media to fulfill needs.
It also covers technological convergence and how this has changed audience consumption habits, making them more interactive in both consuming and creating media content. The effects of representing groups in media and how this relates to ideology are examined.
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Uses and Gratifications Theory
The document introduces the uses and gratifications theory, which focuses on why people use media rather than what media does to people. The theory proposes that audiences use media to fulfill needs and gratifications. It was first studied by Blumler and Katz in the 1940s and remains relevant today, though it has received some criticism for being difficult to determine gratifications and relying on surveys. Research into the uses and gratifications theory continues nonetheless.
Media effects revision - mass media section A2
This document summarizes four models of media effects:
1) Uses and Gratification Model - Views audiences as active in choosing media to fulfill needs and shape identities. It recognizes audience power but ignores social factors.
2) Cultural Effects Model - Views media as tool of dominant groups to gradually influence audiences based on factors like class, gender, ethnicity.
3) Hypodermic Syringe Theory - Views audiences as passive, with media having immediate effects on behavior. It does not recognize outside influences.
4) Two Step Flow Model - Views influence as from media to opinion leaders to audiences, recognizing audiences are not entirely passive but still assumes media ultimately shapes opinions. It does not fully recognize independent audience views.
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.
Audience Theory
This document discusses theories about how media audiences are influenced. It describes the "hypodermic needle" or "effects" model, which suggests the media directly influences audiences like a syringe injecting ideas. It also discusses the cultivation theory, which is that repeated media exposure shapes audiences' views of social reality over time. The document notes criticisms of theories that portray audiences as passive masses, pointing instead to more active audience interpretations and the two-step flow of influence through opinion leaders. It suggests modern versions look at how moral panics can emerge from media coverage. Overall, the document examines debates around the power and passiveness of audiences in relation to media effects and influence.
Active audience
The document discusses the theory of the active audience, which posits that audiences play an active role in interpreting media messages rather than passively accepting them. It outlines the development of this theory over time, from early models that viewed audiences as passive to Stuart Hall's encoding/decoding model and other research emphasizing that audiences filter messages through their own experiences and can negotiate or oppose the dominant meanings. The document also discusses criticisms of and ongoing questions around the active audience theory.
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 theory
The document discusses several theories about the relationship between media and audiences:
- The hypodermic needle/effects model views audiences as passive, directly influenced by media messages.
- Cultivation analysis sees media shaping audiences' worldviews over time through repeated exposure.
- Uses and gratifications theory argues audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance.
- Encoding/decoding theory holds that media texts contain encoded meanings which audiences can read in dominant, negotiated, or oppositional ways depending on their perspectives.
The document evaluates whether these models fully account for modern media landscapes and active audiences using an increasing variety of platforms. It explores how new technologies may require updating or replacing existing
Media audience theories
The document summarizes several theories of media effects on audiences:
1) The Hypodermic Syringe Model sees media as having a direct, strong effect on passive audiences, especially young people.
2) Reception Analysis Theory argues audiences interpret media based on their background and can have three types of readings: dominant, oppositional, or negotiated.
3) Uses and Gratifications Model views audiences as active in using media to fulfill needs like escapism or information gathering.
4) Selective Filter Model claims media only affects audiences if the message is exposed to, perceived by, and retained in memory.
5) Two-Step Flow Model suggests opinions in media are influenced by "opinion
Uses and grats theory
The document discusses the uses and gratifications theory of mass communication. It begins by asking what the reader has done that day, like checking social media or watching TV, to introduce the idea that people actively engage with different forms of media. It then explains that the uses and gratifications theory focuses on what people do with media rather than what media does to people. The theory, developed by Blumler and Katz in the 1940s, suggests that media users play an active role in choosing media to fulfill needs and gratifications. It provides examples of gratifications like being informed, entertained, or escaping troubles. While criticized, the theory continues to be used by scholars to understand how audiences consume media.
A2 media revision
- 'We media' refers to user-generated content and participatory media enabled by technologies like blogs, social media, and wikis. This emergence has both increased and decreased democracy in some ways.
- On one hand, new media has empowered ordinary users to participate in content creation and distribution, opening up access and diversifying voices. However, large platforms and profit motives can still influence content and limit democratic potential.
- The future may see both increased individual expression but also new forms of surveillance and control if democratic values are not upheld online as they are offline.
Two step flow and Opinion Leaders
Opinion leaders are individuals who are especially educated on a certain issue and actively interpret media messages for less informed individuals. They are important to target due to their influence over lower-end media users through the two step flow theory, where opinion leaders gather information from media and pass it on to others with their own interpretation. For an issue like cyberbullying targeting teenagers, opinion leaders who are intelligent and influential will be key to reaching this audience as teenagers may not fully understand the topic on their own.
Uses & gratification theory
The Uses and Gratification Theory focuses on why and how people use media to satisfy needs and wants. It was introduced in 1974 and has three historical stages. The theory suggests that media users actively select media to fulfill needs like diversion, social interaction, identity, and surveillance. Critics argue it does not consider media influence and assumes free will, though its strength is emphasizing individuals' roles in media use.
Key Theories
The document discusses several theories related to how consumers engage with media:
- Uses and gratifications theory identifies 5 common reasons people use media - escapism, entertainment, surveillance, personal identity, and public relations.
- Media dependency theory proposes that people's need for media is influenced by their circumstances rather than a constant dependency, and that media helps with social integration.
- Other theories discussed include reception theory, dominant ideology/hegemony theory, Maslow's hierarchy of needs, and the two-step flow theory.
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.
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.
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
This document discusses several theories of audience research:
- There are three main types of audiences - mass, niche, and individual audiences.
- The cultivation/cultivation theory suggests that repeated exposure to violent or sensational media can desensitize viewers over time. However, this theory is difficult to prove conclusively.
- The hypodermic needle theory claims that media has a direct and powerful effect on passive audiences, influencing them in the same way. It does not account for individual differences.
Chapter 15 – Media Effects
This document discusses media effects research and various theories about how media can impact individuals and society. It defines media effects research as attempting to understand, explain, and predict the effects of mass media. It also discusses several specific media effects theories, such as cultivation theory, agenda-setting, and the spiral of silence theory.
2 Step Flow Theory
The document discusses the two-step flow theory of communication, which proposes that information from media first reaches opinion leaders who then pass on their own interpretations to others. Opinion leaders can be found in all groups and their influence varies depending on the topic and how interested the group is. There are two types of opinion leaders - monomorphic, who are influential on one topic, and polymorphic, who are influential on various topics. The multi-step flow theory expands on this by showing how information moves from media to opinion receivers to opinion leaders to others in a social system over time as part of the diffusion of innovations.
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.
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Audience Theory
The document summarizes several audience theory models:
1) The Hypodermic-Syringe Model suggests audiences respond uniformly to media messages, but it has been criticized as outdated.
2) The Two-Step Flow Model proposes ideas spread from media to opinion leaders then the wider audience. Research shows this occurs on Twitter.
3) Uses and Gratifications Theory holds that audiences actively select media to fulfill needs like entertainment, social interaction, and education.
4) The Nationwide Project identified three types of audience readings: dominant, negotiated, and oppositional.
L4A&1
This document discusses various theories about how audiences interact with and make meaning from media, including:
- The hypodermic needle model which sees audiences as passive receivers of media messages.
- Two-step flow theory which proposes people discuss media with opinion leaders before accepting messages.
- Uses and gratifications theory which views audiences as active in choosing media to fulfill needs.
It also covers technological convergence and how this has changed audience consumption habits, making them more interactive in both consuming and creating media content. The effects of representing groups in media and how this relates to ideology are examined.
Media Audiences
The document summarizes several theories related to media audiences:
- Maslow's hierarchy of needs proposes that basic physiological needs must be met before higher-level needs.
- Passive audience theory suggests audiences directly receive media messages and are influenced without response.
- The hypodermic needle model views audiences as directly and powerfully impacted by media like advertisements.
- Cultivation theory examines television's long-term influence on viewers' perspectives without their awareness.
- The two-step flow theory proposes opinions spread from media to opinion leaders and then to others.
- Active audience and reader response theories see audiences as interpreting media based on their own experiences.
- Uses and gratifications model focuses on what audiences do with
Media theories powerpoint 20 marker
This document summarizes several media theories:
- The hypodermic needle/magic bullet theory suggests media can directly influence audiences' thoughts and opinions.
- Cultivation theory argues heavy media exposure shapes viewers' beliefs about social reality.
- The two-step flow model proposes media's influence flows through influential figures to shape opinions.
- Uses and gratifications theory views audiences as active in choosing media that meets needs like entertainment or identity.
- Reception theory argues audiences decode media texts in dominant, oppositional, or negotiated ways.
- Moral panic theory describes how media can exaggerate issues to create hysteria and blame certain groups.
Audience theories
Maslow's hierarchy of needs is a five-tier model that categorizes basic human needs into deficiency and growth needs. Deficiency needs include physiological needs, safety, love and belonging, and esteem. Growth needs refer to self-actualization. There are three theories of audiences: passive audiences who consume media, active audiences who make choices, and interactive audiences influenced by new media. The hypodermic needle model views audiences as passive and vulnerable to direct media messaging. Cultivation theory suggests television shapes viewers' worldviews over time, with heavy viewers more susceptible to influence. The two-step flow theory and uses and gratifications model view audiences as more active in selecting media to fulfill needs.
Exam lessons 3 (audiences) Section A A2 Media Exam
The document discusses media audience theory, focusing on concepts like the hypodermic needle model, uses and gratifications theory, and reception theory. It provides details on each concept, including critiques of the hypodermic needle model which sees audiences as passive, and examples of how uses and gratifications theory and reception theory see audiences as more active in making meaning. It also discusses audience segmentation models and provides quotes related to understanding audiences and conducting audience research.
Audience
For my A2 Media Studies blog, I created this presentation to present my audience theory and target audience ideas.
Media audiences
The document discusses several theories around media audiences:
1) Passive audience theory sees audiences as inactive consumers of media messages who accept messages without challenge.
2) Active audience theory sees audiences as more complex, making choices about what media to consume based on needs and using media texts for their own purposes.
3) Cultivation theory and the hypodermic model both treat audiences as passive, but cultivation theory argues long-term exposure shapes attitudes, while the hypodermic model says media directly influences audiences.
Media audiences
Maslow's hierarchy of needs shows human needs in hierarchical levels, with lower level needs like food and shelter needing to be met before higher level needs. Early media theories saw audiences as passive receivers directly influenced by media messages (Hypodermic Syringe Model). However, more recent theories see audiences as active, with messages influenced by social and opinion leaders (Two Step Flow Theory) and audiences choosing media to fulfill needs (Uses and Gratification Model). Audiences are now viewed as complex individuals who interpret media in their own contexts.
Media audiences powerpoint
This document discusses several theories of media audiences:
- Maslow's hierarchy of needs explains that lower level needs must be met before focusing on higher needs.
- Early theories viewed audiences as passive and directly influenced by media messages. The hypodermic needle theory suggested media could "inject" ideas into passive audiences.
- Cultivation theory proposes that repeated exposure to media shapes audiences' attitudes and values over time.
- Two-step flow theory recognizes that some audience members are opinion leaders who filter media messages for others.
- More recent theories view audiences as active, selecting media to fulfill needs and bringing their own interpretations under uses and gratifications and reception theories.
4. audience
This document provides information and tasks related to evaluating a media production for a critical perspectives exam. It discusses several key concepts that will be covered, including genre, narrative, representation, audience, and media language. Students are asked to answer questions about their project, target audience, and the meaning of their trailer. Several theories related to media effects and audiences are also summarized, including mass audience theory, active audience theory, uses and gratification theory, cultivation theory, desensitization theory, and the hypodermic syringe model. Students are asked to apply these theories to their trailer and the horror genre.
Audiences - Fateh Khaled
The document discusses several theories about how audiences interact with and are influenced by media. It begins by describing the hypodermic needle model from the 1920s, which proposed that audiences passively receive information from media without questioning or processing it, and are easily manipulated. It then discusses criticisms of this model and the two-step flow theory proposed in the 1940s that information spreads from media to opinion leaders to less active associates. Later theories discussed include uses and gratifications theory, which suggests audiences actively use media to fulfill certain needs, and reception theory, which considers how meaning is encoded in media texts and decoded by audiences.
Audiencetheory 111009080628-phpapp02
This document provides an overview of audience theory, including key theorists and concepts. It discusses primary, secondary and tertiary media; passive and active audiences; and effects versus uses and gratifications models. Key theorists mentioned include Katz & Bulmer, Morley, Hall, Ang, and Katz & Lazerfield. Central concepts covered include encoding/decoding, cultivation analysis, situated culture, and moral panics. The document also references studies by Morley, Ang, and Buckingham and evaluates whether older audience models still apply given changes in media forms and technologies.
Audience research
The hypodermic needle model suggests that media messages are directly injected into passive audiences, immediately influencing them without their ability to resist. This theory was exemplified by the 1938 War of the Worlds radio broadcast causing a wave of panic. The uses and gratifications model counters this by focusing on how audiences actively use media to fulfill cognitive needs for knowledge, affective needs for emotions, personal integrative needs for self-esteem, social integrative needs for social interaction, and tension-free needs for escapism.
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.
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 Research
The document discusses several theories of media audiences:
- Maslow's hierarchy of needs suggests audiences must have basic needs met before seeking self-actualization from media.
- Early theories viewed audiences as passive and directly influenced by media like the "hypodermic needle" model.
- Later theories propose audiences are active users who choose media to fulfill needs for information, identity, and entertainment.
- Modern audiences can also be producers through interactive and participatory online platforms.
More Than Meets the Eye an introdution to media studies ppt slides
This document provides an overview of key concepts from chapters 1-4 of a media studies textbook, including reasons for studying media, media institutions and influence, key processes and terms, and the relationship between media institutions and society. It defines terms like ideology, representation, and culture and discusses how media institutions are financed, how they produce and distribute media, and their power and influence over what audiences see. It also poses questions about topics like media ownership, advertising's role in media financing, and the relationship between media and government.
Audience
The document discusses the concept of audience in media studies, noting that all media texts are produced with a target audience in mind. It explores how audience research is used to understand who comprises the target audience and their demographics. The document also outlines several theories about how audiences interact with and make sense of media texts, ranging from more passive models to more active models that view audiences as playing a role in interpreting meaning.
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Exam lessons 3 (audiences) Section A A2 Media Exam
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Audience theory
- 1. Audience Theory A2 Media Coursework
- 2. Why is the target audience important in film? • If the correct audience isn’t targeted, media products won’t be successful in getting the message across, negatively affecting the media producers as they won’t make profit. • Target Audience = “Particular group of people, identified as the intended recipient of an advertisement or message. Also called target population.”
- 3. Hypodermic Syringe Model • The model was first developed in the 1920s and 1930s. The linear communication model suggests that the media is read in a similar way by everyone no matter what type of audience you fall into. • The hypodermic needle theory implies that the mass media has a direct, immediate and powerful effect on its audiences. The mass media in the 1940’s and 1950’s was perceived as a powerful influence on behaviour change. Several factors contributed to this "strong effects" theory of communication, including: - The fast rise and popularisation of radio and television.
- 4. • A prominent example of this model, is how audiences responded to war time propaganda, it would be displayed to help recruit men into the army and was expected that audiences would respond similarly, specifically prior and during the World War II. • However, as time has modernised this theory is described as outdated because of the advanced influence of technology and the constant release of media. The continuous increase in TV and films enables the audience to control the media they they choose to consume. Audience interests are different and now they can be exposed to various types of media in different genres.
- 5. Two Step Flow Model • After sociologist Paul Lazersfeld rejected ‘The Hypodermic Syringe Model’ the ‘Two Step Flow Model’ was developed in the 1940s and 1950s. It suggests that ideas come from mass media to what Lazerdeld describes as ‘Opinion Leaders’ who then pass on to a wider audience. • The difference from the previous model (Hypodermic Syringe Model) is that this model maintains a active audience. This theory has been proven to be valid in modern day with social networking. • An example is shown through actor Leonardo DiCaprio, as he spreads the news and words about climate change on Twitter. This is done to spread the word to his fans and persuade them to support the cause of climate change and to advise more to protect the environment. This is an example of how the model is used in modern context.
- 6. Uses & Gratification Theory • Definition = Uses and gratification theory is an approach to understand why and how people actively seek out specific media to satisfy specific needs. • The theory suggests that the audience participate in an active role in interpreting and integrating media into their own lives. • Uses and Gratification theory has to fulfil one of the following when we consume a form of media; • Identify - being able to recognise the product and person • Educate - being able to garner knowledge and information • Entertain - being able to enjoy what the audience is consuming • Social Interaction - being able to have debates and interaction with other people after product has been consumed. • An example is how we consume music. We select music to fit our taste and particular mood. Different types of music can fulfil a different need (i.e EDM music is used to create a party atmosphere).