Audience yr 13
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This document discusses the importance of understanding audiences and provides an overview of key audience theories. It outlines the hypodermic needle theory which views audiences as passive, and the uses and gratifications theory which sees audiences as active. The document also discusses Stuart Hall's audience reception theory and lists some common uses and gratifications for audiences, such as personal relationships, surveillance, personal identity, and escapism.
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Audience Theory
This document summarizes several audience theory models:
- Uses and Gratification Theory examines audience motives for media consumption and views audiences as active in choosing media to fulfill social and psychological needs.
- Reception Theory holds that media texts encode producer messages but audiences can decode meanings differently, such as preferred, negotiated, or oppositional readings.
- The Hypodermic Needle Theory sees audiences as passive receivers of media messages that directly influence behaviors, but this view is now outdated given more active audience roles.
Audience research
This document discusses the importance of audience research for a film project and provides guidance on tasks to complete it. Students must design and distribute a questionnaire with at least 10 questions to a minimum of 15 people. Examples of question types are given, like open-ended, multiple choice, and yes/no. The questionnaire should be tested on classmates and revised as needed. Students then have two weeks to gather responses which they'll summarize with results for each question and how it may impact their film. Additional research like feedback and test screenings is also required, with the audience research effects to be discussed in the evaluation. Resources on horror films are provided for students to further their research.
Section A audience
The document discusses several theories of media audiences, including reception theory which states that audiences interpret media texts in different ways based on their own experiences and perspectives, rather than just accepting the producer's intended meaning. It also examines the hypodermic needle theory, which suggests audiences passively accept messages from media, and uses and gratifications theory, which proposes that audiences actively engage with media to fulfill various needs and desires.
Section A Audience
The document discusses several theories of audience reception:
1. Postmodern media audience theory sees audiences as active interpreters who construct their own meanings from media texts rather than passively accepting the producer's intended messages.
2. Reception theory, developed by Stuart Hall, recognizes that audiences decode media texts in different ways based on their own experiences and perspectives, which may not match the producer's encoding.
3. The hypodermic needle theory views audiences as passive receivers who unknowingly absorb all of a medium's intended messages. This outdated view has been disproven by more active audience theories.
4. Uses and gratifications theory recognizes that audiences are active in choosing media to fulfill various personal
Section A Audience
1) It is important to understand the audience because different audience members may interpret media texts in different ways based on their life experiences, beliefs, age, culture, etc. rather than just accepting the producer's intended meaning.
2) Reception theory, developed by Stuart Hall, proposes that audiences decode media texts based on dominant, oppositional, or negotiated readings rather than just accepting the producer's preferred reading.
3) The hypodermic needle theory, an outdated view, suggested audiences passively accept all intended messages from media like television, but modern theories recognize audiences as active interpreters.
Uses and gratifications
The document discusses several audience theories for analyzing TV drama, including the hypodermic needle theory which suggests media have direct effects on passive audiences, the two-step flow theory which proposes opinion leaders influence others, and uses and gratifications theory which posits audiences actively use media to fulfill various needs and that individuals consume media differently. It also explores critiques of uses and gratifications theory and provides learning outcomes around developing knowledge of audience theories and skills in analyzing TV drama through applying such theories.
Audience theory
The document discusses two theories of audience behavior - Uses and Gratifications Theory and Reception Theory. Uses and Gratifications Theory proposes that audiences are active, choosing media to fulfill social and psychological needs like surveillance, personal identity, relationships, and diversion. It believes audiences control media consumption to meet these needs. Reception Theory argues media producers encode texts with values and messages, and audiences can decode them as the dominant/preferred meaning, a negotiated meaning, or an oppositional meaning.
Audience
This document provides guidance on developing an understanding of audience in coursework by discussing relevant media theories. It recommends focusing on a few key theorists and applying their concepts to case studies rather than extensively explaining theories. The document then discusses several theories for conceptualizing audiences as either passive or active. It outlines passive theories including hypodermic needle theory and cultivation theory. It also discusses how audiences can have dominant, negotiated, or oppositional readings of media texts based on their social positions. Finally, it provides examples of mainstream versus cult media and suggests an outline for discussing audience in coursework.
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Audience Theory
This document summarizes several audience theory models:
- Uses and Gratification Theory examines audience motives for media consumption and views audiences as active in choosing media to fulfill social and psychological needs.
- Reception Theory holds that media texts encode producer messages but audiences can decode meanings differently, such as preferred, negotiated, or oppositional readings.
- The Hypodermic Needle Theory sees audiences as passive receivers of media messages that directly influence behaviors, but this view is now outdated given more active audience roles.
Audience research
This document discusses the importance of audience research for a film project and provides guidance on tasks to complete it. Students must design and distribute a questionnaire with at least 10 questions to a minimum of 15 people. Examples of question types are given, like open-ended, multiple choice, and yes/no. The questionnaire should be tested on classmates and revised as needed. Students then have two weeks to gather responses which they'll summarize with results for each question and how it may impact their film. Additional research like feedback and test screenings is also required, with the audience research effects to be discussed in the evaluation. Resources on horror films are provided for students to further their research.
Section A audience
The document discusses several theories of media audiences, including reception theory which states that audiences interpret media texts in different ways based on their own experiences and perspectives, rather than just accepting the producer's intended meaning. It also examines the hypodermic needle theory, which suggests audiences passively accept messages from media, and uses and gratifications theory, which proposes that audiences actively engage with media to fulfill various needs and desires.
Section A Audience
The document discusses several theories of audience reception:
1. Postmodern media audience theory sees audiences as active interpreters who construct their own meanings from media texts rather than passively accepting the producer's intended messages.
2. Reception theory, developed by Stuart Hall, recognizes that audiences decode media texts in different ways based on their own experiences and perspectives, which may not match the producer's encoding.
3. The hypodermic needle theory views audiences as passive receivers who unknowingly absorb all of a medium's intended messages. This outdated view has been disproven by more active audience theories.
4. Uses and gratifications theory recognizes that audiences are active in choosing media to fulfill various personal
Section A Audience
1) It is important to understand the audience because different audience members may interpret media texts in different ways based on their life experiences, beliefs, age, culture, etc. rather than just accepting the producer's intended meaning.
2) Reception theory, developed by Stuart Hall, proposes that audiences decode media texts based on dominant, oppositional, or negotiated readings rather than just accepting the producer's preferred reading.
3) The hypodermic needle theory, an outdated view, suggested audiences passively accept all intended messages from media like television, but modern theories recognize audiences as active interpreters.
Uses and gratifications
The document discusses several audience theories for analyzing TV drama, including the hypodermic needle theory which suggests media have direct effects on passive audiences, the two-step flow theory which proposes opinion leaders influence others, and uses and gratifications theory which posits audiences actively use media to fulfill various needs and that individuals consume media differently. It also explores critiques of uses and gratifications theory and provides learning outcomes around developing knowledge of audience theories and skills in analyzing TV drama through applying such theories.
Audience theory
The document discusses two theories of audience behavior - Uses and Gratifications Theory and Reception Theory. Uses and Gratifications Theory proposes that audiences are active, choosing media to fulfill social and psychological needs like surveillance, personal identity, relationships, and diversion. It believes audiences control media consumption to meet these needs. Reception Theory argues media producers encode texts with values and messages, and audiences can decode them as the dominant/preferred meaning, a negotiated meaning, or an oppositional meaning.
Audience
This document provides guidance on developing an understanding of audience in coursework by discussing relevant media theories. It recommends focusing on a few key theorists and applying their concepts to case studies rather than extensively explaining theories. The document then discusses several theories for conceptualizing audiences as either passive or active. It outlines passive theories including hypodermic needle theory and cultivation theory. It also discusses how audiences can have dominant, negotiated, or oppositional readings of media texts based on their social positions. Finally, it provides examples of mainstream versus cult media and suggests an outline for discussing audience in coursework.
Audience theory new 2017
The document discusses several theories about audiences and their relationship to media institutions and messages. It presents perspectives that view audiences as either passive receivers of media messages or more active interpreters. Specifically, it outlines theories of passive audiences, such as the hypodermic needle theory and cultivation theory, as well as active audience theories like uses and gratifications theory and reception theory, which acknowledge that audiences can interpret media messages in negotiated or oppositional ways.
Audience Theory
This document discusses various audience theories related to how and why audiences consume media texts. It addresses three key questions: why audiences choose certain texts, how they consume them, and the effects of consumption. Theories discussed include the effects model, uses and gratifications, and reception theory. The effects model views audiences as passive, while uses and gratifications sees them as active. Reception theory examines how meanings are encoded and decoded differently. The document also covers Stuart Hall's work on dominant, negotiated and oppositional readings based on the audience's social and cultural experiences.
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The document provides an overview of persuasion techniques and research. It discusses six key techniques: reciprocity, social proof, liking, authority, commitment, and scarcity. It also summarizes research on creating needs, using loaded words, and appealing to social needs. Useful resources on persuasion include books, experts, journals, videos, blogs and articles.
Audience Theory AS Media
This document discusses key concepts related to media audiences, including different audience reception models and how to categorize audiences. It introduces the hypodermic needle model, which views audiences as passive, and the uses and gratifications model, which sees audiences as active. It also mentions Maslow's hierarchy of needs and the 4Cs model for cross-cultural consumer characterization. The document provides examples of questions that could be used to design a survey to learn about audiences based on these theories and how to position audience members within different frameworks.
Audience Theory
Audience theory examines how audiences engage with media. There are three main theories: the effects model sees audiences as passive receivers manipulated by media producers; the uses and gratifications model views audiences as active in using media to fulfill needs like diversion or social interaction; reception theory analyzes how audiences can decode messages differently from how producers encode them, either accepting, negotiating, or opposing the dominant meaning. Studying audience theory helps understand the relationship between audiences and media texts.
Audiences Research
The document discusses various theories for categorizing audiences, including by ratings, income/social class, consumer profiles, values and lifestyles, and life stages. It also covers theories about how audiences are influenced by media, such as the hypodermic needle theory of direct influence or cultivation theory of desensitization over time. The conclusion is that no single theory can define audiences and that a media package needs to appeal to its targeted audience rather than trying to please everyone. Further research is still needed to determine the best targeted audience.
L11 audience theories
The document discusses audience research and targeting audiences for media products. It defines primary and secondary research methods. It also discusses theories of how to identify and group target audiences, including by social factors, media habits, motivations and how different groups may respond to different message strategies. Key aspects covered include Burton's social and media audience groupings, Hartley's seven subjective categories to further define audiences, Dyer's theory of offering solutions to inadequacies, and how motives and delivery methods should be tailored to different audience groups.
Hall encoding and decoding
This document discusses key concepts about audience in media, including different audience types and theoretical approaches to understanding the audience-media relationship. It outlines effects theory, which views audiences as passive receivers, and reception theory, which sees audiences as active interpreters. The document focuses on Stuart Hall's encoding-decoding model, explaining that media producers encode meanings but audiences can decode meanings in preferred, negotiated, or oppositional ways based on their own experiences and perspectives.
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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.
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Participants are for life, not just your survey!
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Key concept audience
- The document discusses audience theory and how to evaluate coursework with consideration of the target audience.
- It defines key terms in audience theory like passive audience, active audience, and theories like uses and gratifications theory and reception theory.
- It provides questions to help identify the target audience and how the coursework was designed to appeal to and be interpreted by that audience based on different audience theories.
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This document discusses audience and reception theory in media studies. It explains that reception theory views the audience as active interpreters of media rather than passive receivers. The key concept discussed is Stuart Hall's encoding/decoding model, which proposes that audiences can take preferred, negotiated, or oppositional readings of a media text based on their own experiences and perspectives. The document uses Hall's model to analyze how different audiences might interpret representations in a TV drama trailer differently.
Audiences Research
The document discusses various theories for categorizing audiences, including by ratings, income/class, psychographic profiles, life stages, and individual differences in interpretation. It notes strengths and weaknesses of each approach. The conclusion is that no single theory can define an audience and the best approach is to consider multiple theories to identify a primary target for the magazine while also appealing to secondary audiences. Care must be taken to craft content that conveys intended meanings.
Guidance on audience research for G324 A2 Media
This document provides information about different audience theories that can be applied to surveys for an A2 media course. It discusses the hypodermic needle model which views audiences as passive, and the uses and gratifications model which sees audiences as active in choosing media. It also mentions Maslow's hierarchy of needs and Young & Rubicam's 4Cs model for segmenting audiences. The document encourages designing survey questions that relate to these frameworks to better understand the target audience.
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This document discusses several audience theories that can be applied when analyzing a media product. It begins by asking the reader to reflect on who their target audience was, how they tried to meet audience expectations, and what motivated their audience. It then provides overviews of several key audience theories, including hypodermic theory, uses and gratifications theory, two-step flow theory, encoding/decoding, and cultural studies approaches. The document asks the reader to consider how these different theories are evidenced in or applicable to their own media product, and how their product sought to engage audiences.
Audince theory
This document discusses several theories for how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media influence, and cites an experiment showing media violence influencing children's behavior. It also covers cultural effects theory, reception theory which considers how audiences can understand and interpret messages differently, and uses and gratifications theory which positions audiences as actively using media to meet personal needs like identity, education, entertainment and social interaction.
Audience theory presentaation
The document discusses several theories related to audience for media texts, including:
- The importance of considering the target audience for a media product's message and commercial success.
- Using demographic research to define and profile the target audience.
- How the filmmaker will use elements like culture, genre, soundtrack, camera shots to appeal to and engage their target psychological thriller audience.
- Uses and gratification theory which examines why audiences seek out certain media and what needs it fulfills, positioning audiences as active rather than passive consumers.
- Hall's encoding/decoding model of how audiences can have preferred, negotiated, or oppositional readings of a media text.
Audience
This document discusses various concepts relating to audience in media studies, including:
- Definitions of audience in terms of location, consumption, size and subjectivity.
- Three main theories of how audiences interact with media texts - the effects model, uses and gratifications model, and reception theory.
- Key theorists who have contributed to understanding audience, such as Hall, Katz, Tunstall, and various concepts around dominant, negotiated and oppositional readings.
- Tasks for students to apply these audience theories and concepts to films, images and their own media productions.
Goodwin sheet pdf
This document provides instructions for students to analyze 2-3 music videos in small groups by completing a table that examines how the videos demonstrate characteristics of their genre and how they relate to Goodwin's 7 concepts for analyzing music videos. The table requires students to identify examples from each video that relate to genre traits, synchronization of lyrics and visuals, close-ups of artists, recurring motifs/icons, references to visual pleasure, portrayal of the female body, and intertextual references.
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This document provides guidance on analyzing elements of British comedy films, including understanding narrative conventions used in case studies and how they add to audience response. It also prompts examining character types and each character's role, identifying aspects that indicate the film's "Britishness" like humor, locations, and Christmas-related events. The document concludes by asking the reader to look for representations of people, places, and gender used in the film and consider techniques like camera angles and music, editing, and sound.
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The document discusses several theories about audiences and their relationship to media institutions and messages. It presents perspectives that view audiences as either passive receivers of media messages or more active interpreters. Specifically, it outlines theories of passive audiences, such as the hypodermic needle theory and cultivation theory, as well as active audience theories like uses and gratifications theory and reception theory, which acknowledge that audiences can interpret media messages in negotiated or oppositional ways.
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This document discusses various audience theories related to how and why audiences consume media texts. It addresses three key questions: why audiences choose certain texts, how they consume them, and the effects of consumption. Theories discussed include the effects model, uses and gratifications, and reception theory. The effects model views audiences as passive, while uses and gratifications sees them as active. Reception theory examines how meanings are encoded and decoded differently. The document also covers Stuart Hall's work on dominant, negotiated and oppositional readings based on the audience's social and cultural experiences.
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The Psychology of Persuasion
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Audience Theory
Audience theory examines how audiences engage with media. There are three main theories: the effects model sees audiences as passive receivers manipulated by media producers; the uses and gratifications model views audiences as active in using media to fulfill needs like diversion or social interaction; reception theory analyzes how audiences can decode messages differently from how producers encode them, either accepting, negotiating, or opposing the dominant meaning. Studying audience theory helps understand the relationship between audiences and media texts.
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The document discusses various theories for categorizing audiences, including by ratings, income/social class, consumer profiles, values and lifestyles, and life stages. It also covers theories about how audiences are influenced by media, such as the hypodermic needle theory of direct influence or cultivation theory of desensitization over time. The conclusion is that no single theory can define audiences and that a media package needs to appeal to its targeted audience rather than trying to please everyone. Further research is still needed to determine the best targeted audience.
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The document discusses audience research and targeting audiences for media products. It defines primary and secondary research methods. It also discusses theories of how to identify and group target audiences, including by social factors, media habits, motivations and how different groups may respond to different message strategies. Key aspects covered include Burton's social and media audience groupings, Hartley's seven subjective categories to further define audiences, Dyer's theory of offering solutions to inadequacies, and how motives and delivery methods should be tailored to different audience groups.
Hall encoding and decoding
This document discusses key concepts about audience in media, including different audience types and theoretical approaches to understanding the audience-media relationship. It outlines effects theory, which views audiences as passive receivers, and reception theory, which sees audiences as active interpreters. The document focuses on Stuart Hall's encoding-decoding model, explaining that media producers encode meanings but audiences can decode meanings in preferred, negotiated, or oppositional ways based on their own experiences and perspectives.
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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.
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Key concept audience
- The document discusses audience theory and how to evaluate coursework with consideration of the target audience.
- It defines key terms in audience theory like passive audience, active audience, and theories like uses and gratifications theory and reception theory.
- It provides questions to help identify the target audience and how the coursework was designed to appeal to and be interpreted by that audience based on different audience theories.
Audienceforq1b
This document discusses audience and reception theory in media studies. It explains that reception theory views the audience as active interpreters of media rather than passive receivers. The key concept discussed is Stuart Hall's encoding/decoding model, which proposes that audiences can take preferred, negotiated, or oppositional readings of a media text based on their own experiences and perspectives. The document uses Hall's model to analyze how different audiences might interpret representations in a TV drama trailer differently.
Audiences Research
The document discusses various theories for categorizing audiences, including by ratings, income/class, psychographic profiles, life stages, and individual differences in interpretation. It notes strengths and weaknesses of each approach. The conclusion is that no single theory can define an audience and the best approach is to consider multiple theories to identify a primary target for the magazine while also appealing to secondary audiences. Care must be taken to craft content that conveys intended meanings.
Guidance on audience research for G324 A2 Media
This document provides information about different audience theories that can be applied to surveys for an A2 media course. It discusses the hypodermic needle model which views audiences as passive, and the uses and gratifications model which sees audiences as active in choosing media. It also mentions Maslow's hierarchy of needs and Young & Rubicam's 4Cs model for segmenting audiences. The document encourages designing survey questions that relate to these frameworks to better understand the target audience.
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This document discusses several audience theories that can be applied when analyzing a media product. It begins by asking the reader to reflect on who their target audience was, how they tried to meet audience expectations, and what motivated their audience. It then provides overviews of several key audience theories, including hypodermic theory, uses and gratifications theory, two-step flow theory, encoding/decoding, and cultural studies approaches. The document asks the reader to consider how these different theories are evidenced in or applicable to their own media product, and how their product sought to engage audiences.
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This document discusses several theories for how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media influence, and cites an experiment showing media violence influencing children's behavior. It also covers cultural effects theory, reception theory which considers how audiences can understand and interpret messages differently, and uses and gratifications theory which positions audiences as actively using media to meet personal needs like identity, education, entertainment and social interaction.
Audience theory presentaation
The document discusses several theories related to audience for media texts, including:
- The importance of considering the target audience for a media product's message and commercial success.
- Using demographic research to define and profile the target audience.
- How the filmmaker will use elements like culture, genre, soundtrack, camera shots to appeal to and engage their target psychological thriller audience.
- Uses and gratification theory which examines why audiences seek out certain media and what needs it fulfills, positioning audiences as active rather than passive consumers.
- Hall's encoding/decoding model of how audiences can have preferred, negotiated, or oppositional readings of a media text.
Audience
This document discusses various concepts relating to audience in media studies, including:
- Definitions of audience in terms of location, consumption, size and subjectivity.
- Three main theories of how audiences interact with media texts - the effects model, uses and gratifications model, and reception theory.
- Key theorists who have contributed to understanding audience, such as Hall, Katz, Tunstall, and various concepts around dominant, negotiated and oppositional readings.
- Tasks for students to apply these audience theories and concepts to films, images and their own media productions.
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Exam lessons 3 (audiences) Section A A2 Media Exam
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- 1. AUDIENCE
- 2. AUDIENCE Why is it so important to understand our audience?
- 3. AUDIENCE Audience Research: Looks at producing evidence of the relationship between audience and the media Audience Theory: considers the different ways of thinking about audiences
- 4. KEY THEORIES Hypodermic Needle Theory – works on the theory that the audience just accept what the Media is telling them. Audience are passive Uses & Gratifications Theory – works on the theory that people watch Media for a variety of reasons and take what they want from I – they are an active audience
- 5. USES & GRATIFICATIONS Personal Relationships – talk to others about the programme – helps with bonding Surveillance – seeing what other people/ events are like Personal Identity – reflects your interest lifestyle e.g. a car enthusiast may watch Top Gear. Escapism – watching something to feel better either because it makes you laugh, captivates you or shows your if as being better than the person on the TV.
- 6. STUART HALL Look at Stuart Hall http://www.slideshare.net/ncrafts84/stuart-hall-1980-audience- reception-theory
- 7. READ THROUGH THE HAND OUT WE will discuss then you need to answer a min of three of the questions.