Audience Theory Research
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Audience theory research: hypodermic needle theory - bobo doll experiment, uses and gratifications, two step flow model.
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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
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: 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 - 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.
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.
Audience Theory's
This document discusses several audience theory models: the hypodermic syringe model which suggests media has a direct influence on behavior; cultivation theory which proposes that heavy TV watching shapes views of social reality; desensitization theory that exposure to media violence decreases sensitivity; the copycat model where publicized events inspire copycat acts; and uses and gratification theory that audiences actively select media to fulfill needs. Examples are provided for each theory.
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.
Effects Theory
The document discusses the Hypodermic Needle Theory, also known as the Effects Model, which assumes that audiences passively accept the messages that media producers intend to transmit. It notes this theory was more applicable before the rise of interactivity from Web 2.0. Examples are given showing how producers have used media to demonize certain groups. The document also discusses Theodor Adorno's views on popular culture and distraction, as well as an experiment by Albert Bandura which found that children will copy violent behaviors they see, supporting the theory that media can influence audiences.
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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
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: 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 - 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.
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.
Audience Theory's
This document discusses several audience theory models: the hypodermic syringe model which suggests media has a direct influence on behavior; cultivation theory which proposes that heavy TV watching shapes views of social reality; desensitization theory that exposure to media violence decreases sensitivity; the copycat model where publicized events inspire copycat acts; and uses and gratification theory that audiences actively select media to fulfill needs. Examples are provided for each theory.
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.
Effects Theory
The document discusses the Hypodermic Needle Theory, also known as the Effects Model, which assumes that audiences passively accept the messages that media producers intend to transmit. It notes this theory was more applicable before the rise of interactivity from Web 2.0. Examples are given showing how producers have used media to demonize certain groups. The document also discusses Theodor Adorno's views on popular culture and distraction, as well as an experiment by Albert Bandura which found that children will copy violent behaviors they see, supporting the theory that media can influence audiences.
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 Theory
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.
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
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.
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.
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.
Audience response theories
The document discusses several theories of audience response to media:
1) The hypodermic needle model views audiences as passive, simply absorbing messages from media like injections. However, audiences respond individually based on opinions and experiences.
2) The two-step flow theory proposes people are more influenced discussing media with others, whose opinions then shape views. "Opinion leaders" particularly sway others.
3) Uses and gratifications theory argues individuals actively use media to fulfill different needs like information, identity, social interaction, and entertainment. Critics note a lack of choice in some exposures.
4) Reception theory outlines preferred, negotiated, and oppositional readings - the intended, modified, and alternative messages audiences take from media
Uses and gratification theory
The document discusses the Uses and Gratification Theory (UGT). UGT argues that people actively seek out specific media and content to fulfill predefined needs and obtain gratification. It views audiences as proactive in selecting media that meets their needs for information, entertainment, social interaction, and to relieve tension. The theory was developed in the 1970s and proposes that people use media to fulfill cognitive, affective, personal integrative, social integrative, and tension release needs. UGT differs from other theories by viewing audiences as active rather than passive in their media choices.
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.
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.
TV In the context of: “Uses and Gratification approach”
Uses & Gratifications approach arose originally in the 1940s and underwent a revival in the 1970s and 1980s. It presents the use of media in terms of the gratification of social or psychological needs of the individual (Blumler & Katz 1974). The mass media compete with other sources of gratification, but gratifications can be obtained from a medium's content (e.g. watching a specific program). Zillmann (cited by McQuail 1987: 236) has shown the influence of mood on media choice: boredom encourages the choice of exciting content and stress encourages a choice of relaxing content. The same TV program may gratify different needs for different individuals.
Audience theory powerpoint
Audience theory examines how audiences interact with and understand media messages. Different audiences can interpret the same message in various ways based on their own knowledge and experiences. While some effects models argue media has significant influence over audiences, uses and gratifications theory contends that audiences are active and use media to fulfill certain needs. Reception theory further recognizes that audiences can decode meanings in dominant, negotiated, or oppositional ways depending on how their own views align with the encoded message.
Uses & 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.
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.
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.
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 Introduction - Effects, Uses and Gratification, Reception
Overview of the common audience theories looked at for AS Media Studies:
Effects Theory
Uses and Gratification Theory
Reception Theory
This is not specific to any board, and can apply to Film Studies as well in certain cases.
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.
Audience theories display
1. Richard Dyer's Utopian Solutions Theory proposes that audiences will be drawn to media that offers compensation for inadequacies in their lives by allowing them to vicariously live out desires and fulfill needs.
2. Abraham Maslow's Hierarchy of Needs Theory suggests that targeting the top five basic human needs - physiological, safety, love/belonging, esteem, and self-actualization - will increase the likelihood of a media production's success.
3. Uses and Gratifications Theory, developed by Blumler and Katz, posits that audiences actively choose certain media to fulfill needs like being informed, identifying with characters, entertainment, social interaction, and escape from reality.
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 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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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 Theory
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.
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
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.
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.
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.
Audience response theories
The document discusses several theories of audience response to media:
1) The hypodermic needle model views audiences as passive, simply absorbing messages from media like injections. However, audiences respond individually based on opinions and experiences.
2) The two-step flow theory proposes people are more influenced discussing media with others, whose opinions then shape views. "Opinion leaders" particularly sway others.
3) Uses and gratifications theory argues individuals actively use media to fulfill different needs like information, identity, social interaction, and entertainment. Critics note a lack of choice in some exposures.
4) Reception theory outlines preferred, negotiated, and oppositional readings - the intended, modified, and alternative messages audiences take from media
Uses and gratification theory
The document discusses the Uses and Gratification Theory (UGT). UGT argues that people actively seek out specific media and content to fulfill predefined needs and obtain gratification. It views audiences as proactive in selecting media that meets their needs for information, entertainment, social interaction, and to relieve tension. The theory was developed in the 1970s and proposes that people use media to fulfill cognitive, affective, personal integrative, social integrative, and tension release needs. UGT differs from other theories by viewing audiences as active rather than passive in their media choices.
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.
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.
TV In the context of: “Uses and Gratification approach”
Uses & Gratifications approach arose originally in the 1940s and underwent a revival in the 1970s and 1980s. It presents the use of media in terms of the gratification of social or psychological needs of the individual (Blumler & Katz 1974). The mass media compete with other sources of gratification, but gratifications can be obtained from a medium's content (e.g. watching a specific program). Zillmann (cited by McQuail 1987: 236) has shown the influence of mood on media choice: boredom encourages the choice of exciting content and stress encourages a choice of relaxing content. The same TV program may gratify different needs for different individuals.
Audience theory powerpoint
Audience theory examines how audiences interact with and understand media messages. Different audiences can interpret the same message in various ways based on their own knowledge and experiences. While some effects models argue media has significant influence over audiences, uses and gratifications theory contends that audiences are active and use media to fulfill certain needs. Reception theory further recognizes that audiences can decode meanings in dominant, negotiated, or oppositional ways depending on how their own views align with the encoded message.
Uses & 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.
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.
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.
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 Introduction - Effects, Uses and Gratification, Reception
Overview of the common audience theories looked at for AS Media Studies:
Effects Theory
Uses and Gratification Theory
Reception Theory
This is not specific to any board, and can apply to Film Studies as well in certain cases.
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.
Audience theories display
1. Richard Dyer's Utopian Solutions Theory proposes that audiences will be drawn to media that offers compensation for inadequacies in their lives by allowing them to vicariously live out desires and fulfill needs.
2. Abraham Maslow's Hierarchy of Needs Theory suggests that targeting the top five basic human needs - physiological, safety, love/belonging, esteem, and self-actualization - will increase the likelihood of a media production's success.
3. Uses and Gratifications Theory, developed by Blumler and Katz, posits that audiences actively choose certain media to fulfill needs like being informed, identifying with characters, entertainment, social interaction, and escape from reality.
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.
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TV In the context of: “Uses and Gratification approach”
TV In the context of: “Uses and Gratification approach”
Audience Theory Introduction - Effects, Uses and Gratification, Reception
Audience Theory Introduction - Effects, Uses and Gratification, Reception
Similar to Audience Theory Research
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.
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 theories
The document summarizes three audience theories:
1) Hypodermic Needle Theory: Audiences are seen as passive recipients who are powerlessly injected with ideas from media like a hypodermic needle.
2) Two-Step Flow Theory: Information from media flows not directly to audiences but through opinion leaders who influence others.
3) Uses and Gratifications Theory: Rather than how media affects people, it focuses on what people do with media and how they use it to fulfill personal needs like diversion, relationships, identity and surveillance.
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.
Prompt 3
Collective identity refers to how media representations can shape societal views of groups. Youth are often portrayed in popular media narratives of adolescence, as deviant subcultures, or as alienated from society. How audiences consume and interpret these media texts can influence their own identities and opinions of these collective groups.
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.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the world.
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.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the real world.
Audience
Abraham Maslow proposed a hierarchy of needs that suggests humans must fulfill lower level needs like physiological and safety needs before pursuing higher level needs like esteem. Media audiences seek to fulfill needs like esteem and socialization through activities like cinema-going or admiring on-screen behaviors. The uses and gratifications model views audiences as active in choosing media that provides gratification or useful information rather than passive receivers of media messages. Audiences can have dominant, negotiated, or oppositional readings of media texts depending on the extent to which their own experiences align with the producer's intended meaning.
Theory of Mass Media and Socialization
Mass Media and Socialization (Theoretical perspective).
Theory on Mass media.
How mass media influence on socialization.
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 2
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
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 audiences
Abraham Maslow proposed a hierarchy of needs consisting of basic physiological needs at the bottom level, followed by safety needs, love and belonging needs, esteem needs, and self-actualization needs at the top. Once lower level needs are met, people can focus on achieving higher level needs. Early media effects theories viewed audiences as passive, such as the hypodermic needle model which suggested media could directly "inject" ideas into passive audiences. Later theories saw audiences as more active, such as uses and gratifications theory which proposes audiences actively select media to fulfill social and psychological needs.
Audience Theories
Cultivation theory examines television's long-term influence on viewers' perceptions of social reality. It found that heavy television viewers (over 4 hours daily) had a more fearful and cynical outlook than light viewers (under 2 hours daily). Richard Dyer's utopian theory proposes that audiences use media to escape inadequacies, social tensions, and feelings of absence in their real lives by finding excitement, community, and honesty in media. Reception theory describes how audiences can have dominant, negotiated, or oppositional readings when interpreting media messages. Uses and gratifications theory examines why people actively seek out specific media to fulfill needs like information, social interaction, entertainment, and identity formation.
C:\documents and settings\paul neville\my documents\influences on the audience
The document discusses several theories of media influence:
1) The Hypodermic Syringe Model suggests media has a direct influence on audiences and can be used to change behavior or gain power. Hitler used mass media to support the Nazi regime.
2) The Two-Step Flow Model proposes ideas from media reach opinion leaders first, who then influence the general population.
3) The Inoculation Model develops defenses against manipulation through persuasive messages.
4) Uses and Gratification Theory emphasizes that audiences actively choose media to fulfill needs.
5) Primary, secondary, and tertiary media influence depends on audience engagement levels.
Audience 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.
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
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C:\documents and settings\paul neville\my documents\influences on the audience
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Evaluation question 4
The document discusses the various media technologies used at different stages of a project. Blogger was used to organize research and upload work created in other platforms. Presentations were created using PowerPoint and more advanced software like Prezi and Emaze. Microsoft Word was used to create a timetable and storyboard for planning purposes. Photoshop was used to edit images and create packaging, while Final Cut Pro was used to edit video footage and create a music video. Evaluation content was shared on social media platforms like Facebook, Gmail and Adobe Spark. Overall, technology played a key role in researching, planning, creating and evaluating the project.
Mise en scene rationales
The document discusses setting, lighting, costume, makeup, hair, and props for a music video. It describes using the characters' houses and streets as settings to represent their home and public lives. Natural and artificial lighting will be used to convey the time of day and illuminate the story. Casual costumes and minimal, natural makeup and hair will represent the characters' everyday personalities and feelings. General household props may be included if linked to the song lyrics.
Layout and composition
I have looked into the layout and composition of magazine adverts for some digipak front covers, some digipak front covers and screenshots of some music videos.
Different genres & Their Conventions
I looked into different genres and their conventions to show the difference between those and my chosen genre.
Codes and Conventions of Music Videos
Codes and Conventions of Music Videos Including:
Editing Techniques
Style
Camera
Stereotypes
Sound - Diegetic and Non Diegetic
Mise En Scene - Lighting, Props, Costume, Hair and Makeup, Setting/Location, Colours
Analysis of questionnaire results
The document analyzes the results of a questionnaire about music videos. It finds that the majority of respondents were female under 18 who enjoy pop music. They prefer music videos that tell a story without displaying lyrics. Most watch music videos on YouTube. The analysis concludes that the questionnaire identified a young female audience for a pop music video that uses a narrative storyline without lyrics. Feedback will be gathered on the created video to ensure it meets the audience's expectations.
Digipak deconstructions
Katy Perry - Teenage Dream front cover, Justin Bieber - Believe album, Little Mix - DNA album, and Ariana Grande - Yours Truly album deconstruction for A2 Media Studies
Q6
What have you learnt about technologies from the process of constructing this product?
AS Media Evaluation Question 6
Q7 Evaluation
'Looking back at your preliminary task, what do you feel you have learnt in the progression to the final product?'
Evaluation Question 7 AS Media Studies - Music Magazine
Evaluation
This is my evaluation for the construction of my pop music magazine and how it fit the media industry.
Photoshop tools
The document describes how a student used various Photoshop tools to edit images for a school project. The Quick Selection Tool was used to select backgrounds. The Blur Tool was used to blur backgrounds for focus on models. The Magic Wand Tool was used to select white backgrounds and delete them from text. The Magic Eraser Tool removed remaining white backgrounds around text. The Brush Tool deleted small background details and corrected mistakes. The Gradient Tool added a blue to white fade diagonally on two pages. Color Boxes selected colors for backgrounds and removing details. The Zoom Tool provided close-ups for precise editing. The Hand Tool navigated within large images.
Rationales
The document discusses plans for a new pop music magazine called "Hot Pop". It describes choosing a catchy name that is short and memorable. The font was selected to resemble spotlights on celebrities with circles in the letters. Two fonts will be used for sub-headings from the website DaFont. Light pink, purple, blue and black were selected as the main colors to be upbeat and eye-catching. Natural lighting was chosen for photos taken at Ashridge to look realistic. Models will have natural makeup and straight hair. Outfits for all models will include black jeans and coats for broad appeal.
Rationales
The document discusses font choices for a new music magazine called "Hot Pop". The name "Hot Pop" was chosen because it is short and catchy to appeal to audiences. The main font features white circles in letters resembling spotlights on celebrities, fitting with the pop music genre. Two additional fonts named "Prisma" and "Varsity" were selected from the website DaFont for magazine sub-headings to provide visual variety in a professional manner.
Facial expressions
Marjorie Ferguson identified 4 types of facial expressions commonly found in covers of British women's magazines: invitational, chocolate box, romantic/sexual, and super-smiler. Trevor Millum studied male facial expressions and identified 5 types: carefree, seductive, catalogue, comic, and practical. Both researchers categorized facial expressions based on attributes like smiles, eye contact, and feelings conveyed.
Reader profile
This magazine targets a niche audience of students and graduates aged 16-26 who enjoy pop music, reality TV, and recent celebrity news, with a price range of £1-£3 and main competitors being Billboard and Top of the Pops magazines.
Front cover deconstructions
This magazine cover features Justin Bieber as the main image. His clothing and pose show aspects of his personality. There are multiple cover lines that provide insights into stories inside the magazine to pique readers' interest. The masthead is partially covered but still recognizable due to the magazine's fame. Color is used purposefully throughout to make important elements like the masthead and cover lines stand out. Quotes on the page further preview stories. Elements like this will be considered when the student makes their own magazine.
Colour shades
Caitlin has chosen four colors - pink, purple, blue, and black - for her pop music magazine. She explains that the pink, purple, and blue will be light colors to make the magazine upbeat and eye-catching. Pink will not be the main color because many magazines already use pink, but light pink will catch readers' eyes. Light purple will likely be the main color as it represents an upbeat and calm mood popular with audiences. Light blue and variations of it will also be used inside because it has a similar mood appeal. Black will be used sparingly for bold accents like the title to attract attention to the magazine.
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Audience Theory Research
- 2. 3 Questions being thought about: O Why do audiences choose to consume certain texts? O How do they consume texts? O What happens when they consume texts?
- 3. Hypodermic Needle Theory O Hypodermic Needle Theory is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. The model suggests children and teenagers are vulnerable to media content as they are still in early stages of socialisation and therefore they are impressionable. Audiences are powerless to resist any texts which are shown to them. Audiences have messages ‘shot’ into them by the mass media. The mass media assume the audience take everything in directly therefore meaning they cannot escape from the medias influence. When the audience consume certain texts they tend to be influenced by this and sometimes possibly copy what they have consumed. This is shown through the ‘Bobo Doll Experiment’.
- 4. Bobo Doll Experiment O The Bobo Doll Experiment was conducted in 1961 to investigate if social behaviours could be influenced by something they’ve seen. In this experiment, a group of children watched an adult model act aggressively towards the bobo doll (a toy that gets back up to standing position once knocked down). O The experiment found that children acted more aggressively towards the doll once they had seen someone be aggressive towards it than those who hadn’t seen any aggressive behaviour towards the doll.
- 5. Uses and Gratifications Model O Uses and Gratifications Model is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. The model assumes that audience members are not passive consumers of the media. The audience has power over their own media consumption and has an active role of interpreting and integrating media into their own lives. O UGT is an audience-centered approach to understanding mass communication. UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification.
- 6. Two Step Flow O Two Step Flow of Communication Model says that the majority of people form their opinions under the influence of opinion leaders who are influenced by the mass media. According to this theory, ideas flow from mass media to opinion leaders then onto a wider audience. This theory is not direct in the sense that audiences do not get their thoughts and opinions directly from the media. Social influence is created and adjusted by the ideals and opinions of each specific ‘elite media’ group. The audiences choose what texts they consume by what other people say. O Two Steps: 1. Opinion Leaders get information from the media 2. Opinion Leaders pass the information along with their interpretation to others.