Audiences as active
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The document discusses several models of how audiences interact with media texts: - Maslow's hierarchy of needs proposes that people have basic needs like physiological and safety needs as well as growth needs like self-actualization. - The uses and gratifications model from the 1920s suggested that audiences passively receive information from media without processing or challenging it. - Known as the hypodermic needle model, it proposed that information from texts directly enters audiences' brains without thought. - The two-step flow model argues that opinion leaders receive media messages and interpret them for passive audiences, so information flows from media to opinion leaders to audiences in two steps rather than directly. This recognized social factors and active audiences.
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Audience theory
Maslow's Hierarchy of Needs states that human motivation is based on unmet needs, arranged in a hierarchy from basic physiological needs to more advanced needs for esteem and self-actualization. Reception analysis suggests that audiences do not passively receive media messages, but rather make meaning based on their own social and daily experiences, in contrast to theories like hypodermic needle that assume passive audiences. Uses and gratification theory views audiences as active in choosing media to fulfill specific needs based on personal choices and moods.
Audience Theory
Maslow's hierarchy of needs is a theory that proposes humans must satisfy lower level needs like physiological and safety before higher level needs like esteem and self-actualization. Initially Maslow stated needs must be fully satisfied before the next emerges, but later clarified satisfaction is not absolute.
A passive audience merely observes media without active response. Early models like the hypodermic needle model viewed audiences as uniformly affected by media's powerful messages. Reception analysis considers how social contexts shape varied audience interpretations of media texts.
Uses and gratification theory is audience-centered, exploring why people actively seek specific media to fulfill personal needs. Media Studies 2.0 argues classic definitions of audiences and producers blur with new technologies enabling audiences
Theories and effects of mass communication (20082423 somi, kim)
Mass communication involves an organization using technology to communicate with a large audience. There are four major categories of mass communication theory: postpositivism, hermeneutic theory, critical theory, and normative theory. Mass communication effects examines how media content impacts individuals and society, as well as how living in a media-saturated world changes interactions and culture. Understanding media effects requires examining messages, mediums, owners, and audiences.
Key theories
Uses and gratifications theory proposes that media use provides five key gratifications: escapism, entertainment, surveillance, personal identity, and public relations. Media dependency theory builds on uses and gratifications theory by arguing that people become dependent on media to meet needs like social integration based on their circumstances rather than an inherent need for media. Maslow's hierarchy of needs also supports how people can fulfill higher needs like esteem and self-actualization through social media use.
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.
Theories of communication
This document discusses several major theories of communication, including the hypodermic/bullet theory, two-step flow theory, and gatekeeping theory. The hypodermic/bullet theory proposes that media messages can directly influence audiences like bullets. The two-step flow theory suggests influence occurs through opinion leaders. Gatekeeping theory examines how individuals control information flow. Additional theories addressed are agenda-setting theory, reinforcement theory, cultivation theory, spiral of silence, social learning theory, and uses and gratifications theory.
Communication theories
The document summarizes several communication theories:
- The Hypodermic Needle Theory suggests media has direct influence over passive audiences. It is no longer accepted but still influences views.
- The Agenda Setting Theory claims media can set what issues are discussed and how. Audiences often interpret messages as intended.
- Reinforcement Theory argues media reinforces existing views and other social factors are more influential, except for introducing new ideas.
- Two Step Flow Theory says opinion leaders influence public views after initial media exposure and interpretation.
- Uses and Gratifications Theory proposes audiences actively use media to fulfill needs and have power over media content and influence.
Mass communication theories
The document discusses several mass communication theories:
1) Spiral of silence theory explains how people remain silent when they feel their views are in the minority due to fear of isolation.
2) Two-step flow theory describes how information from media moves in two stages from opinion leaders to the general public.
3) Cultivation theory suggests that heavy television viewers' perceptions of social reality are influenced by what they see on television.
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Audience theory
Maslow's Hierarchy of Needs states that human motivation is based on unmet needs, arranged in a hierarchy from basic physiological needs to more advanced needs for esteem and self-actualization. Reception analysis suggests that audiences do not passively receive media messages, but rather make meaning based on their own social and daily experiences, in contrast to theories like hypodermic needle that assume passive audiences. Uses and gratification theory views audiences as active in choosing media to fulfill specific needs based on personal choices and moods.
Audience Theory
Maslow's hierarchy of needs is a theory that proposes humans must satisfy lower level needs like physiological and safety before higher level needs like esteem and self-actualization. Initially Maslow stated needs must be fully satisfied before the next emerges, but later clarified satisfaction is not absolute.
A passive audience merely observes media without active response. Early models like the hypodermic needle model viewed audiences as uniformly affected by media's powerful messages. Reception analysis considers how social contexts shape varied audience interpretations of media texts.
Uses and gratification theory is audience-centered, exploring why people actively seek specific media to fulfill personal needs. Media Studies 2.0 argues classic definitions of audiences and producers blur with new technologies enabling audiences
Theories and effects of mass communication (20082423 somi, kim)
Mass communication involves an organization using technology to communicate with a large audience. There are four major categories of mass communication theory: postpositivism, hermeneutic theory, critical theory, and normative theory. Mass communication effects examines how media content impacts individuals and society, as well as how living in a media-saturated world changes interactions and culture. Understanding media effects requires examining messages, mediums, owners, and audiences.
Key theories
Uses and gratifications theory proposes that media use provides five key gratifications: escapism, entertainment, surveillance, personal identity, and public relations. Media dependency theory builds on uses and gratifications theory by arguing that people become dependent on media to meet needs like social integration based on their circumstances rather than an inherent need for media. Maslow's hierarchy of needs also supports how people can fulfill higher needs like esteem and self-actualization through social media use.
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.
Theories of communication
This document discusses several major theories of communication, including the hypodermic/bullet theory, two-step flow theory, and gatekeeping theory. The hypodermic/bullet theory proposes that media messages can directly influence audiences like bullets. The two-step flow theory suggests influence occurs through opinion leaders. Gatekeeping theory examines how individuals control information flow. Additional theories addressed are agenda-setting theory, reinforcement theory, cultivation theory, spiral of silence, social learning theory, and uses and gratifications theory.
Communication theories
The document summarizes several communication theories:
- The Hypodermic Needle Theory suggests media has direct influence over passive audiences. It is no longer accepted but still influences views.
- The Agenda Setting Theory claims media can set what issues are discussed and how. Audiences often interpret messages as intended.
- Reinforcement Theory argues media reinforces existing views and other social factors are more influential, except for introducing new ideas.
- Two Step Flow Theory says opinion leaders influence public views after initial media exposure and interpretation.
- Uses and Gratifications Theory proposes audiences actively use media to fulfill needs and have power over media content and influence.
Mass communication theories
The document discusses several mass communication theories:
1) Spiral of silence theory explains how people remain silent when they feel their views are in the minority due to fear of isolation.
2) Two-step flow theory describes how information from media moves in two stages from opinion leaders to the general public.
3) Cultivation theory suggests that heavy television viewers' perceptions of social reality are influenced by what they see on television.
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
Audience theory is the starting point for analyzing media texts. There have been several theories proposed to explain the relationship between audiences and media texts, from the earliest Hypodermic Needle Model which viewed audiences as passive receivers, to more modern theories that recognize audiences as active users who consume media for different reasons. Key theories discussed include the Two-Step Flow theory which proposes information spreads through opinion leaders, Uses and Gratifications which examines why audiences consume different media to fulfill various needs, and Reception Theory which acknowledges individual audience members can interpret the same text differently based on their own experiences and perspectives.
Two step flow theory
The two-step flow theory of communication proposes that influence flows from mass media to opinion leaders and then from opinion leaders to the general public. Researchers found that during a presidential election campaign, people were more influenced by informal interpersonal communication with opinion leaders than by direct exposure to media messages. The theory claims information moves in two stages: first, opinion leaders are exposed to media and gain information; second, opinion leaders pass this information along with their own interpretations to other people in their social networks.
Audience theories
There are three main theories of how audiences consume media texts: 1) The effects model views audiences as passive recipients of media messages, 2) The uses and gratifications model sees audiences as actively using media to fulfill needs and interests, and 3) The influence model recognizes that audiences are influenced by both media and opinion leaders in more subtle ways. Modern audiences now help create media through user-generated content and shape entertainment formats by voting, demonstrating the interactive relationship between audiences and media today.
My second homework for communication class
The document provides an introduction to mass communication and communication theories. It discusses definitions of mass communication, the role of media, and criteria for evaluating communication theories. Several theories related to mass communication are outlined, including agenda setting theory, cultivation theory, and diffusion of innovation theory. The document also discusses effects of mass media and how social networking services relate to mass communication through their ability to connect people globally and encourage cooperation.
Attribution Theory and Dependency Theory
This document discusses two communication theories: attribution theory and media dependency theory. Attribution theory proposes that people try to understand events by attributing them to internal characteristics or external factors. Media dependency theory suggests people rely more on media that meets their needs, especially during times of crisis or uncertainty when social institutions are challenged. The document provides examples and origins of the theories, and poses discussion questions about applying them to social media and the Syrian refugee crisis.
5 r sociological perspective theories
The document discusses several mass communication theories:
- Social learning theory proposes that people learn from observing and imitating others. It combines behavioral and cognitive learning.
- Catharsis theory suggests that exposure to violent media can provide an emotional release or purging.
- Agenda-setting theory is the idea that media influence what issues the public sees as important by what they choose to cover more.
- Uses and gratification theory examines how people actively use media to fulfill various needs and motives.
- Cultivation theory proposes that extensive TV watching over time shapes peoples' views of social reality.
- Spiral of silence theory from 1974 discusses how willingness to share opinions publicly depends on perceiving them as aligned with prevailing
Multi step flow theory
The multi-step flow theory proposes that ideas flow from mass media to opinion leaders and are then distributed more widely to the population, rather than the mass media directly influencing the public. It suggests communication flows through multiple "channels" with opinion leaders influencing others by interpreting information for them before it reaches the target audience. The theory depicts the flow of information as multi-step, with opinion leaders able to influence and be influenced by receivers in a two-way process, and notes the limitations of assuming direct influence from mass media.
Audience Theory
A2 Media Theory
Hypodermic Needle, Cultivation, Two-Step Flow, Uses and Gratification, Reception Analysis.
Communication theory 1
The document provides an overview of communication concepts and models, including:
1) Shannon and Weaver's linear model of communication and its limitations in capturing meaning and context.
2) Westley and Maclean's model highlighting the role of communicators as advocates, channels, or behaving in a non-purposive role.
3) Uses and gratifications theory which views communication as interactive and audiences using media to fulfill different needs.
4) Agenda-setting theory which describes how media influences what issues the public thinks about.
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.
communication theories
This document summarizes the historical trends in media effects research from the late 19th century to the 1980s. It describes how the field moved from a fear of powerful media effects to a view of limited effects in the 1940s-1970s. It then discusses several important studies that helped establish this limited effects paradigm, including the Payne Fund studies on movie effects in the 1920s-1930s, Hovland's experiments on persuading soldiers in WWII, and Katz and Lazarsfeld's study of personal influence and the two-step flow of communication. The document analyzes how these studies influenced the field to focus less on direct media effects and more on selective exposure and mediating factors.
Two step flow
The two step flow theory argues that people are influenced more by those they know than by the media directly. Opinion leaders absorb information from the media and pass it on to less active members of the population, shaping their attitudes. A 1944 study found that informal personal contacts had more influence on voting behavior than direct exposure to radio or newspapers. While the two step theory improved understanding of media influence, it was later expanded by the multi-step flow theory which recognizes more complex networks of influence beyond just opinion leaders.
two step flow theory story
The two-step flow theory of mass communication asserts that information from media passes through two stages: first to opinion leaders who pay close attention to media messages, and then from opinion leaders to the broader public. Opinion leaders influence people's attitudes and behaviors by passing on both the actual media content as well as their own interpretations of it. The theory refined our understanding of how media influences decision-making compared to earlier views of direct effects, and helped explain why some media campaigns failed to change audiences. It was later succeeded by the multi-step flow theory.
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
Media Two Step Flow Theory
The Two-Step Flow Theory proposes that the influence of mass media on public opinion occurs in two stages. First, media messages are received by opinion leaders in social groups who influence and filter information for their networks. These opinion leaders interpret and discuss the media's content with other group members, acting as the primary influencers. This second stage of interpersonal communication among ordinary group members ultimately shapes public opinion more so than direct exposure to the media. The theory helped explain how mass media influences audiences indirectly through social relationships and informal discussions within people's networks.
Two-Step Flow Theory
The two-step flow theory of communication proposes that (1) opinion leaders first receive information from the mass media and (2) then pass on their interpretations of that information to less active individuals. The theory was developed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet and further expanded on by Katz and Lazarsfeld. It uses a model where opinion leaders pay close attention to media messages and influence others similar to them, while the "influentials" look to the opinion leaders rather than directly receiving information from the media.
An Intro To Communication Theory
Communication can mean different things but generally refers to how people interact and share meaning. Communication theories aim to understand and predict communication behaviors by examining concepts like agenda setting. Research methods like surveys, experiments, textual analysis, ethnography are used to study communication and develop theories in either a deductive or inductive manner. The goal is to understand communication processes at both individual and societal levels.
Uses and gratification theory-presentation
The document discusses uses and gratification theory (U&G theory), which states that audiences actively engage with media to fulfill certain needs rather than media having a passive influence. It provides the historical background of U&G theory from the 1920s onward and outlines key reasons for media use including information, personal identity, entertainment, integration and social interaction. It also discusses how U&G theory remains relevant today due to concepts like interactivity and asynchroneity and the development of new media.
Two step flow of information
This document discusses several models and theories related to the flow of information and influence. It describes the two-step flow of communication model developed by Lazarsfeld, which found that personal influence from opinion leaders is more impactful than direct media influence. It also discusses Kurt Lewin's concept of gatekeeping, in which individuals control the flow of information by deciding what should pass through or be blocked. News editors are provided as an example of gatekeepers who determine what news items to publish based on their organization's policies.
gone girl
The opening sequence of Gone Girl immediately signals that this is a thriller genre film. It begins with a loving action of a man combing his wife's hair, but he speaks violent words about killing her in a dramatic monologue, putting the viewer on edge. The titles that appear are consistent in introducing the main actors, Ben Affleck and Rosamund Pike. The production company logos are also shown to fit the blue-tinted, unsettling tone of the opening scenes of the isolated seaside town. The editing, sound design, and cinematography come together to create an ominous and mysterious atmosphere through the use of cool colors, unpopulated settings, and unsettling sounds. This grabs the audience
The role of the bbfc
The BBFC is the British Board of Film Classification, which is responsible for classifying and censoring films in the UK. They assign films ratings that provide information on content like sex, violence, and language. Ratings range from U for universal to 18 for only adults. Over time, some film ratings have changed as views have evolved. Additionally, there can be differences in ratings between the BBFC and the MPAA in the US due to variances in classification standards between the two bodies.
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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
Audience theory is the starting point for analyzing media texts. There have been several theories proposed to explain the relationship between audiences and media texts, from the earliest Hypodermic Needle Model which viewed audiences as passive receivers, to more modern theories that recognize audiences as active users who consume media for different reasons. Key theories discussed include the Two-Step Flow theory which proposes information spreads through opinion leaders, Uses and Gratifications which examines why audiences consume different media to fulfill various needs, and Reception Theory which acknowledges individual audience members can interpret the same text differently based on their own experiences and perspectives.
Two step flow theory
The two-step flow theory of communication proposes that influence flows from mass media to opinion leaders and then from opinion leaders to the general public. Researchers found that during a presidential election campaign, people were more influenced by informal interpersonal communication with opinion leaders than by direct exposure to media messages. The theory claims information moves in two stages: first, opinion leaders are exposed to media and gain information; second, opinion leaders pass this information along with their own interpretations to other people in their social networks.
Audience theories
There are three main theories of how audiences consume media texts: 1) The effects model views audiences as passive recipients of media messages, 2) The uses and gratifications model sees audiences as actively using media to fulfill needs and interests, and 3) The influence model recognizes that audiences are influenced by both media and opinion leaders in more subtle ways. Modern audiences now help create media through user-generated content and shape entertainment formats by voting, demonstrating the interactive relationship between audiences and media today.
My second homework for communication class
The document provides an introduction to mass communication and communication theories. It discusses definitions of mass communication, the role of media, and criteria for evaluating communication theories. Several theories related to mass communication are outlined, including agenda setting theory, cultivation theory, and diffusion of innovation theory. The document also discusses effects of mass media and how social networking services relate to mass communication through their ability to connect people globally and encourage cooperation.
Attribution Theory and Dependency Theory
This document discusses two communication theories: attribution theory and media dependency theory. Attribution theory proposes that people try to understand events by attributing them to internal characteristics or external factors. Media dependency theory suggests people rely more on media that meets their needs, especially during times of crisis or uncertainty when social institutions are challenged. The document provides examples and origins of the theories, and poses discussion questions about applying them to social media and the Syrian refugee crisis.
5 r sociological perspective theories
The document discusses several mass communication theories:
- Social learning theory proposes that people learn from observing and imitating others. It combines behavioral and cognitive learning.
- Catharsis theory suggests that exposure to violent media can provide an emotional release or purging.
- Agenda-setting theory is the idea that media influence what issues the public sees as important by what they choose to cover more.
- Uses and gratification theory examines how people actively use media to fulfill various needs and motives.
- Cultivation theory proposes that extensive TV watching over time shapes peoples' views of social reality.
- Spiral of silence theory from 1974 discusses how willingness to share opinions publicly depends on perceiving them as aligned with prevailing
Multi step flow theory
The multi-step flow theory proposes that ideas flow from mass media to opinion leaders and are then distributed more widely to the population, rather than the mass media directly influencing the public. It suggests communication flows through multiple "channels" with opinion leaders influencing others by interpreting information for them before it reaches the target audience. The theory depicts the flow of information as multi-step, with opinion leaders able to influence and be influenced by receivers in a two-way process, and notes the limitations of assuming direct influence from mass media.
Audience Theory
A2 Media Theory
Hypodermic Needle, Cultivation, Two-Step Flow, Uses and Gratification, Reception Analysis.
Communication theory 1
The document provides an overview of communication concepts and models, including:
1) Shannon and Weaver's linear model of communication and its limitations in capturing meaning and context.
2) Westley and Maclean's model highlighting the role of communicators as advocates, channels, or behaving in a non-purposive role.
3) Uses and gratifications theory which views communication as interactive and audiences using media to fulfill different needs.
4) Agenda-setting theory which describes how media influences what issues the public thinks about.
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.
communication theories
This document summarizes the historical trends in media effects research from the late 19th century to the 1980s. It describes how the field moved from a fear of powerful media effects to a view of limited effects in the 1940s-1970s. It then discusses several important studies that helped establish this limited effects paradigm, including the Payne Fund studies on movie effects in the 1920s-1930s, Hovland's experiments on persuading soldiers in WWII, and Katz and Lazarsfeld's study of personal influence and the two-step flow of communication. The document analyzes how these studies influenced the field to focus less on direct media effects and more on selective exposure and mediating factors.
Two step flow
The two step flow theory argues that people are influenced more by those they know than by the media directly. Opinion leaders absorb information from the media and pass it on to less active members of the population, shaping their attitudes. A 1944 study found that informal personal contacts had more influence on voting behavior than direct exposure to radio or newspapers. While the two step theory improved understanding of media influence, it was later expanded by the multi-step flow theory which recognizes more complex networks of influence beyond just opinion leaders.
two step flow theory story
The two-step flow theory of mass communication asserts that information from media passes through two stages: first to opinion leaders who pay close attention to media messages, and then from opinion leaders to the broader public. Opinion leaders influence people's attitudes and behaviors by passing on both the actual media content as well as their own interpretations of it. The theory refined our understanding of how media influences decision-making compared to earlier views of direct effects, and helped explain why some media campaigns failed to change audiences. It was later succeeded by the multi-step flow theory.
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
Media Two Step Flow Theory
The Two-Step Flow Theory proposes that the influence of mass media on public opinion occurs in two stages. First, media messages are received by opinion leaders in social groups who influence and filter information for their networks. These opinion leaders interpret and discuss the media's content with other group members, acting as the primary influencers. This second stage of interpersonal communication among ordinary group members ultimately shapes public opinion more so than direct exposure to the media. The theory helped explain how mass media influences audiences indirectly through social relationships and informal discussions within people's networks.
Two-Step Flow Theory
The two-step flow theory of communication proposes that (1) opinion leaders first receive information from the mass media and (2) then pass on their interpretations of that information to less active individuals. The theory was developed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet and further expanded on by Katz and Lazarsfeld. It uses a model where opinion leaders pay close attention to media messages and influence others similar to them, while the "influentials" look to the opinion leaders rather than directly receiving information from the media.
An Intro To Communication Theory
Communication can mean different things but generally refers to how people interact and share meaning. Communication theories aim to understand and predict communication behaviors by examining concepts like agenda setting. Research methods like surveys, experiments, textual analysis, ethnography are used to study communication and develop theories in either a deductive or inductive manner. The goal is to understand communication processes at both individual and societal levels.
Uses and gratification theory-presentation
The document discusses uses and gratification theory (U&G theory), which states that audiences actively engage with media to fulfill certain needs rather than media having a passive influence. It provides the historical background of U&G theory from the 1920s onward and outlines key reasons for media use including information, personal identity, entertainment, integration and social interaction. It also discusses how U&G theory remains relevant today due to concepts like interactivity and asynchroneity and the development of new media.
Two step flow of information
This document discusses several models and theories related to the flow of information and influence. It describes the two-step flow of communication model developed by Lazarsfeld, which found that personal influence from opinion leaders is more impactful than direct media influence. It also discusses Kurt Lewin's concept of gatekeeping, in which individuals control the flow of information by deciding what should pass through or be blocked. News editors are provided as an example of gatekeepers who determine what news items to publish based on their organization's policies.
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The opening sequence of Gone Girl immediately signals that this is a thriller genre film. It begins with a loving action of a man combing his wife's hair, but he speaks violent words about killing her in a dramatic monologue, putting the viewer on edge. The titles that appear are consistent in introducing the main actors, Ben Affleck and Rosamund Pike. The production company logos are also shown to fit the blue-tinted, unsettling tone of the opening scenes of the isolated seaside town. The editing, sound design, and cinematography come together to create an ominous and mysterious atmosphere through the use of cool colors, unpopulated settings, and unsettling sounds. This grabs the audience
The role of the bbfc
The BBFC is the British Board of Film Classification, which is responsible for classifying and censoring films in the UK. They assign films ratings that provide information on content like sex, violence, and language. Ratings range from U for universal to 18 for only adults. Over time, some film ratings have changed as views have evolved. Additionally, there can be differences in ratings between the BBFC and the MPAA in the US due to variances in classification standards between the two bodies.
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Audience
The document discusses audience theory and how audiences interact with media texts. It describes several models of audience theory:
1) The hypodermic needle model from the 1920s which suggests audiences passively accept media messages.
2) The two-step flow model which challenges the hypodermic needle model by suggesting information flows from media to opinion leaders and then to other groups.
3) Uses and gratification theory which says individuals use media actively to fulfill different needs like diversion, social interaction, identity, and information.
4) Reception theory looks at how audiences interpret media texts based on their demographics and psychographics.
Audience
The document discusses audience theory and how audiences interact with media texts. It describes several models of audience theory:
1) The hypodermic needle model from the 1920s which suggests audiences passively accept media messages.
2) The two-step flow model which proposes information flows from media to opinion leaders and then to less active groups.
3) Uses and gratification theory which says individuals use media actively to fulfill different needs like diversion, relationships, identity and surveillance.
4) Reception theory looks at how audiences interpret media based on their demographics and psychographics.
The document also discusses how the hypodermic needle model relates to genres like horror but that it is an oversimplification
Media audiences xxx
The document discusses theories of media audiences from passive to active models. It begins by covering Abraham Maslow's Hierarchy of Needs model. It then discusses early passive audience theories like the Hypodermic Needle Theory which viewed audiences as powerless. Later sections explore more active models including Cultivation Theory, Two Step Flow Theory, Uses and Gratification Theory, and Reception Analysis which see audiences as interacting with media based on their own contexts. The document concludes by discussing interactive audiences and prosumers in new media environments.
Audience
An audience is a group of people that consume media texts. Media texts are created with an intended audience in mind. Audiences can be categorized by their demographics and psychographics.
Early audience theory, like the hypodermic needle model from the 1920s, suggested audiences passively accept media messages. However, the two-step flow theory proposed information spreads from media to opinion leaders to their associates, mediated by social influence. Later, uses and gratifications theory found individuals actively seek different functions from media, like diversion, relationships, identity, and information. Reception theory also noted interpretation depends on individual characteristics.
Audience Theory
The document discusses several audience theories:
- The hierarchy of needs theory proposes that humans have physiological, safety, belonging, esteem, and self-actualization needs that must be met sequentially.
- The hypodermic needle theory views audiences as passive and vulnerable to media propaganda that directly "injects" beliefs and thoughts.
- Cultivation theory suggests that repeated exposure to certain media content can influence audiences' attitudes and behaviors over time, such as becoming desensitized to violence.
Media Theorists
Uses and Gratification theory proposes that people actively seek out specific media to satisfy certain needs. It was originally introduced by Lasswell in 1948 and further developed by Katz, Blumler and Gurevitch in the 1970s to include components like an active audience and audience-initiated media choices. The Hypodermic Needle Model viewed audiences as passive and unable to resist media messages that were directly "injected" into their minds. The 2 Step Flow Model suggests ideas spread from mass media to opinion leaders and then to the wider population, so media effects are indirect through personal influence. Semiotics, pioneered by Saussure, studies signs and their meanings, focusing on the signifier/signified relationship and
Audience
The document discusses several theories related to mass communication and media influence:
1) The two-step flow theory asserts that information from media moves in two stages - first to opinion leaders who then pass on their interpretations to others in their social networks.
2) Uses and gratifications theory focuses on what audiences do with media rather than what media does to people. It assumes audiences actively interpret and use media to fulfill needs.
3) Maslow's hierarchy of needs suggests people are motivated to fulfill basic physiological and safety needs before pursuing higher psychological and social needs.
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.
6.4 - Relationship between Producers and Audience.pptx
This document discusses the relationship between media producers and audiences. It begins by discussing how we should think about what people do with media rather than what media do to people. It then discusses two main concerns regarding how audiences engage with media texts: whether texts have a single meaning or multiple meanings, and what factors need to be considered in understanding a text's meanings. The document goes on to explain four communication theories - the hypodermic needle theory, reinforcement theory, uses and gratification theory, and two-step flow theory. It provides a brief overview of each theory, including their perspectives on audiences and influence.
Media audiences
1) Maslow's hierarchy of needs proposes that people must have their basic physiological and safety needs met before pursuing higher needs like belonging, esteem, and self-actualization. Early media theories viewed audiences as passive and easily influenced.
2) The hypodermic syringe model saw audiences as passive receivers of media messages. Cultivation theory also viewed audiences passively, suggesting repeated exposure shapes attitudes.
3) Later, more active audience theories emerged. Two-step flow theory and uses and gratifications propose audiences actively select media to fulfill needs, not passively accept messages. Reception analysis adds that personal experiences shape how media is interpreted.
Audience
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.
Audience theory
Maslow's Hierarchy of Needs states that people are motivated to fulfill unmet needs, arranged in a hierarchy from basic physiological needs to growth needs like self-actualization. It influenced many theories of motivation. A passive audience merely observes events without responding, while reception analysis explores how social context affects how audiences interpret media texts. Uses and gratification theory views audiences as active in choosing media to meet specific needs.
Audience theory
The document discusses several audience theories in media and psychology:
1) Hierarchy of Needs - Proposes humans must satisfy basic needs before higher growth needs and can fluctuate between levels of needs.
2) Passive Audience Theories - Treat audiences as easily manipulated, like the Hypodermic Model which says media can "inject" ideas, or Cultivation Theory which says repeated exposure shapes attitudes.
3) Active Audience Theories - Treat audiences as active, like Uses and Gratification which says people use media for information, entertainment, identity, and escapism.
Hierarchy of needs
The document discusses several theories related to audiences and media effects:
1. Maslow's Hierarchy of Needs categorizes human motivations into five tiers ranging from basic physiological needs to self-actualization.
2. Early theories viewed audiences as passive and easily influenced, like the "hypodermic needle" theory. More recent views see audiences as active interpreters who make meaning based on their own experiences.
3. Cultivation theory suggests repeated exposure to media messages can influence perceptions of social reality over time. However, this effect has been challenged.
4. The two-step flow theory and active audience theory recognize the role of opinion leaders in spreading ideas to more passive audiences. Audiences also actively
Bjmc i, cp, unit-iii,theories of mass communication
Bachelor of Journalism & Mass communication, Communication Development, Theories of Mass communication
Audience Theory
The document discusses several theories about how audiences interact with and make meaning from media texts:
- The uses and gratifications model sees audiences as active in choosing media to fulfill personal needs like relationships, identity, and information.
- Reception theory argues audiences actively interpret media based on their own experiences and backgrounds, adopting dominant, oppositional, or negotiated readings.
- More recent theories recognize interactive audiences who both consume and produce media as prosumers through social media platforms.
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.
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
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
Audience
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
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Audiences as active
- 1. Audiences as ACTIVE Alex Davies
- 2. MASLOW'S HIERARCHY OF NEEDS This five stage model can be divided into basic (or deficiency) needs (e.g. physiological, safety, love, and esteem) and growth needs (self- actualisation). Some people have unconscious desires and rewards The diagram is in the shape of a pyramid. The bottom are where basic needs are located, whereas at the top is where sexual actualisation This five stage model was thought up by the American psychologist, Abraham Maslow
- 3. WHY AUDIENCES CONSUME TEXTS: THE USES AND GRATIFICATIONS MODEL Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media The Model suggests that audiences passively receive the information given to them via a media text, without any attempt on their part to process or challenge the data. The theory was developed in an age when the mass media were still fairly new - radio and cinema were less than 20 years old. Governments had just discovered the power of advertising to communicate a message, and produced propaganda to try and sway populaces to their way of thinking. To summarise it, the Hypodermic Needle Model suggests that the information from a text passes into the brain of the audience not thought about, for example the experience, intelligence and opinion of an individual are not relevant to the reception of the text. The Hypodermic Needle Model
- 4. THE TWO-STEP FLOW MODEL Firstly, individuals who are opinion leaders, receive messages from the media and pass on their own interpretations in addition to the actual media content. Secondly, The information does not flow directly from the text into the minds of its audience, but is filtered through the opinion leaders who then pass it on to a more passive audience. Thirdly, The audience then mediate the information received directly from the media with the ideas and thoughts expressed by the opinion leaders, thus being influenced not by a direct process, but by a two step flow. This theory appeared to reduce the power of the media, and some researchers concluded that social factors were also important in the way in which audiences interpret texts. This led to the idea of active audiences.