Media theories
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The document discusses three media theories: 1) The hypodermic needle model sees audiences as passive receivers of powerful media messages from institutions without question. 2) The gratification model emphasizes that audiences actively use media to fulfill needs like entertainment, social interaction, and escape from daily troubles. 3) Recent theories recognize that audiences now help create media through user-generated content and can determine outcomes, making the audience both producer and consumer of media.
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Media theories
The document discusses three media theories: 1) The hypodermic needle model which sees audiences as passive receivers of powerful media messages from institutions; 2) The gratification model which argues audiences actively use media to fulfill needs like entertainment, social interaction, and escapism; 3) New theories of how audiences can now generate and interact with media through things like user-generated content and voting, making them "prosumers" with more power than past passive audiences.
Media theories
The document discusses three media theories: 1) The hypodermic needle model which sees audiences as passive receivers of powerful media messages from institutions; 2) The gratification model which argues audiences actively use media to fulfill needs like entertainment and social interaction; 3) Recent theories of re-mediating audiences that acknowledge audiences now help create media through user-generated content and can determine media outcomes through voting, making the consumer more powerful.
Media theories
The document discusses three media theories: 1) The hypodermic needle model which sees the audience as passive receivers of powerful media messages from institutions; 2) The gratification model which emphasizes that audiences actively use media to fulfill needs like entertainment, social interaction, and escapism; 3) New theories that acknowledge user-generated content and interactive media have given audiences more power to create and influence media.
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.
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.
The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct and powerful influence on passive audiences by "injecting" them with messages, similar to how a hypodermic needle directly delivers a dose. It was originally proposed in the 1930s-1950s when few channels existed and audiences viewed the same content, but it is now seen as less accurate given people's ability to select from many channels. The theory viewed audiences as unable to resist media influence but it is now recognized that audiences can be more active in their media consumption.
Media Theories.
The document discusses several media theories:
- Effects theory argues that media has direct effects on audiences, potentially manipulating them
- Uses and gratifications theory examines what audiences do with media to fulfill needs
- Reception theory views audiences as active interpreters of media texts based on their social and cultural backgrounds, leading to varied readings of the same text.
media effects and theories
Media has a significant influence on society through its ability to shape attitudes, behaviors, opinions and thinking. It can have both positive and negative impacts. Positively, media keeps people informed and helps form judgments on issues. However, it can also promote unrealistic standards of beauty, enable cyberbullying, and weaken important real-world relationships by over-focusing on casual online connections. Different media theories like cultivation theory and agenda setting theory explain various ways media impacts society.
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Media theories
The document discusses three media theories: 1) The hypodermic needle model which sees audiences as passive receivers of powerful media messages from institutions; 2) The gratification model which argues audiences actively use media to fulfill needs like entertainment, social interaction, and escapism; 3) New theories of how audiences can now generate and interact with media through things like user-generated content and voting, making them "prosumers" with more power than past passive audiences.
Media theories
The document discusses three media theories: 1) The hypodermic needle model which sees audiences as passive receivers of powerful media messages from institutions; 2) The gratification model which argues audiences actively use media to fulfill needs like entertainment and social interaction; 3) Recent theories of re-mediating audiences that acknowledge audiences now help create media through user-generated content and can determine media outcomes through voting, making the consumer more powerful.
Media theories
The document discusses three media theories: 1) The hypodermic needle model which sees the audience as passive receivers of powerful media messages from institutions; 2) The gratification model which emphasizes that audiences actively use media to fulfill needs like entertainment, social interaction, and escapism; 3) New theories that acknowledge user-generated content and interactive media have given audiences more power to create and influence media.
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.
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.
The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct and powerful influence on passive audiences by "injecting" them with messages, similar to how a hypodermic needle directly delivers a dose. It was originally proposed in the 1930s-1950s when few channels existed and audiences viewed the same content, but it is now seen as less accurate given people's ability to select from many channels. The theory viewed audiences as unable to resist media influence but it is now recognized that audiences can be more active in their media consumption.
Media Theories.
The document discusses several media theories:
- Effects theory argues that media has direct effects on audiences, potentially manipulating them
- Uses and gratifications theory examines what audiences do with media to fulfill needs
- Reception theory views audiences as active interpreters of media texts based on their social and cultural backgrounds, leading to varied readings of the same text.
media effects and theories
Media has a significant influence on society through its ability to shape attitudes, behaviors, opinions and thinking. It can have both positive and negative impacts. Positively, media keeps people informed and helps form judgments on issues. However, it can also promote unrealistic standards of beauty, enable cyberbullying, and weaken important real-world relationships by over-focusing on casual online connections. Different media theories like cultivation theory and agenda setting theory explain various ways media impacts society.
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.
Media Theories
The document discusses several theories related to media effects:
1) The copycat theory and Bobo doll experiment, which studied how observing and imitating aggression can influence behavior, especially in unstable individuals.
2) Cultivation theory examines television's long-term passive effects on shaping attitudes, such as increasing acceptance of gay marriage over time.
3) Desensitization theory proposes that extensive exposure to media violence can reduce emotional responses to violence, though the impact on reactions to real violence is debated.
Media effects debate
This document provides information about several media effects theories that should be researched: Cultivation Theory, Uses & Gratification Theory, Copycat Theory, Desensitization Theory, and Catharsis. It includes definitions and key points about each theory. For Cultivation Theory, it discusses how heavy media exposure can influence viewers' perceptions of reality. For Uses & Gratification Theory, it explains how people use media to fulfill cognitive, affective, personal identity, and other needs. The Copycat Theory suggests audiences may copy violent behaviors they see. Desensitization Theory proposes that repeated violent media exposure can make people less sensitive to violence. And Catharsis Theory argues that viewing violence can purge negative emotions.
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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.
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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.
Key audience concepts
The document discusses several theories of how audiences interact with and understand media. The Hypodermic Needle Model views audiences as passive receivers of media messages, while the Uses and Gratifications Model sees audiences as actively using media to fulfill needs. The Influence Model recognizes that audiences interpret media through shared frameworks. Recently, the Re-mediating Audiences theory has emerged, noting that audiences now help create user-generated content and shape media texts through participation.
Audience Theories
The document discusses three theories of how audiences interact with media:
1) The effects theory sees audiences as passive receivers of media messages with little individual agency.
2) The uses and gratification model emphasizes that individuals actively seek out media to fulfill personal needs and interests.
3) The influence model recognizes that media has subtle influence by reinforcing existing views and that people are influenced by opinion leaders in how they interpret media messages.
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.
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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.
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The document discusses several theories related to media effects:
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3) Desensitization theory proposes that extensive exposure to media violence can reduce emotional responses to violence, though the impact on reactions to real violence is debated.
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This document provides information about several media effects theories that should be researched: Cultivation Theory, Uses & Gratification Theory, Copycat Theory, Desensitization Theory, and Catharsis. It includes definitions and key points about each theory. For Cultivation Theory, it discusses how heavy media exposure can influence viewers' perceptions of reality. For Uses & Gratification Theory, it explains how people use media to fulfill cognitive, affective, personal identity, and other needs. The Copycat Theory suggests audiences may copy violent behaviors they see. Desensitization Theory proposes that repeated violent media exposure can make people less sensitive to violence. And Catharsis Theory argues that viewing violence can purge negative emotions.
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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.
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The document lists the names of various artists from the 19th century onwards, along with titles of their artworks that feature violets. Many of the artworks are portraits of women holding or adorned with violets. The document also includes two quotes in Spanish and English from Honore de Balzac about the smallest flower being a thought that intuitively responds to the greater whole.
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Similar to Media theories
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.
Key audience concepts
The document discusses several theories of how audiences interact with and understand media. The Hypodermic Needle Model views audiences as passive receivers of media messages, while the Uses and Gratifications Model sees audiences as actively using media to fulfill needs. The Influence Model recognizes that audiences interpret media through shared frameworks. Recently, the Re-mediating Audiences theory has emerged, noting that audiences now help create user-generated content and shape media texts through participation.
Audience Theories
The document discusses three theories of how audiences interact with media:
1) The effects theory sees audiences as passive receivers of media messages with little individual agency.
2) The uses and gratification model emphasizes that individuals actively seek out media to fulfill personal needs and interests.
3) The influence model recognizes that media has subtle influence by reinforcing existing views and that people are influenced by opinion leaders in how they interpret media messages.
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 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.
Theory overview
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This document discusses several theories about how audiences interact with and are influenced by media products and texts. It describes the hypodermic/effects model which views audiences as passive receivers of media messages, the uses and gratifications model which sees audiences as actively using media to fulfill needs and wants, and reception theory which examines how audiences can interpret media messages in different ways based on their own perspectives and experiences. Cultural effects theory also explores how media can shape societal values from both right-wing and left-wing viewpoints. The document provides examples and details of each theory.
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.
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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.
Audience theory
This document summarizes several key theories in audience and media studies:
1. Audience response theory explores how active audiences engage with and interpret media texts in various ways, rather than passively accepting messages.
2. Cultivation theory suggests that repeated TV exposure can subtly shape viewers' perceptions of social reality over time.
3. Uses and gratifications theory views audiences as active in choosing media to fulfill needs like information, entertainment, or social interaction.
4. Reception analysis and the idea of dominant, oppositional, and negotiated readings looks at how audiences can decode media messages differently than intended.
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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.
HIi want this answer about this questions from this book chapter ,.docx
HI
i want this answer about this questions from this book chapter ,6,7,8,9,10 please use only this book to answers
TEXTS:
Milestones in Mass Communication Research:
Media Research, 3rd Ed.
Lowery & DeFleur ISBN 0-8013-1437-2
please i want ownwords ans rephrase sentances and easy verb also try to write exacly answer and omportant about questions please not longe answers
Discuss the concept that attitude and opinion change were considered to be measures of personal. This was because they were assumed to be enduring. Is this assumption still applicable today? Why and how? .(chapter 8)
In light of the information presented in “personal Influence: The Two Step Flow of communication (chapter 9)” “project Revere(chapter 10)” and several outside articles, discuss the concept of a “minimal effects” theory of mass media influence.
Persuasive studies have examined four basic area, the communicator, the message, the audience and audience responses to persuasive communication attempts, discuss the each of these concepts in light of the information in the text and readings..
A.
Why are new ideas so difficult to penetrate established social groups? Adoption concepts must move logically within society and must be addressed by significant subgroups of that society before they effectively penetrate the social consciousness of the larger population. What protects typically are followed and why do they indeed act as protocols? Please use your text material, outside readings as well as other information. .
Discuss the effects of negative appeals on persuasion. Hovland et al should get the discussion started.
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Discuss the concepts of message diffusion through society and address the processes involved: also, is the initial medium a determiner of diffusion. If so why or if not, why?
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Compare and contrast the two articles "communication research and the concept of the mass" and Demassifying the media.
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Discuss the concepts contained within the general thinking of the research Directed toward “uses and gratification” studies of the mass media.
8. The current reading addressed various of propaganda. The text addressed propaganda and the Video presentation also mentioned propaganda. Either by name or by allusion, identify propaganda, define pertinent terms discuss its functions and explain why propaganda and its evasion is an important area in media effects studies.
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Media audience theories
The document summarizes several theories of media effects on audiences:
1) The Hypodermic Syringe Model sees media as having a direct, strong effect on passive audiences, especially young people.
2) Reception Analysis Theory argues audiences interpret media based on their background and can have three types of readings: dominant, oppositional, or negotiated.
3) Uses and Gratifications Model views audiences as active in using media to fulfill needs like escapism or information gathering.
4) Selective Filter Model claims media only affects audiences if the message is exposed to, perceived by, and retained in memory.
5) Two-Step Flow Model suggests opinions in media are influenced by "opinion
Uses and gratifications
Uses and gratifications theory focuses on how people actively use media to fulfill various needs and was created by Katz and Blumler. It assumes people are not passive receivers of media but rather take an active role in interpreting and integrating media. Needs media can fulfill include information, education, social interaction, entertainment, and personal identity such as gaining insight or finding role models. However, some criticize this theory for being too favorable to media by not acknowledging media's potential for unconscious influence over audiences.
Audiences as active
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.
Media Theory - Audience Representation Narrative Genre
1. Reception theory examines how audiences receive and make meaning from media texts. It emphasizes that meaning comes from the interaction between the text and the reader/viewer, not from the text itself.
2. David Morley applied reception theory to television with his Nationwide Project, which found that people from different social groups interpreted the same program differently based on their positions.
3. Uses and gratifications theory posits that audiences are active in choosing media to fulfill certain needs, such as escape, social interaction, identity, and information.
Audience Models
The document discusses audience theory, including passive and active audience models. It describes Maslow's hierarchy of needs and how media texts can aim to fulfill different needs. It also covers primary and secondary audience research methods and the hypodermic and uses and gratification models of how audiences interact with media.
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.
Media A2 audiences
This document discusses several theories of audiences:
1) Types of Audiences - how audiences are classified and how texts target specific groups.
2) Reception and Effects Theories - how audiences make meaning from texts, either actively (reception) or by being influenced (effects).
3) Uses and Gratifications Theory - that audiences make conscious choices about media consumption to fulfill needs.
4) Power of Audiences - debates whether new media gives audiences power over production and consumption or if corporations still control most power.
5) Role of Advertisers - that media texts are shaped by needing to attract audiences for advertisers, and uphold consumer culture values.
6) Cultivation Theory - that media subtly
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Media Theory - Audience Representation Narrative Genre
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Azure Interview Questions and Answers PDF By ScholarHat
Azure Interview Questions and Answers PDF By ScholarHat
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Liberal Approach to the Study of Indian Politics.pdf
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Digital Artefact 1 - Tiny Home Environmental Design
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How to Manage Your Lost Opportunities in Odoo 17 CRM
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RPMS TEMPLATE FOR SCHOOL YEAR 2023-2024 FOR TEACHER 1 TO TEACHER 3
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Pride Month Slides 2024 David Douglas School District
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Azure Interview Questions and Answers PDF By ScholarHat
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