The document discusses the uses and gratifications research approach, which focuses on the social and psychological benefits that audiences gain from consuming media. It examines what people do with media, the underlying motives for individuals using media, and the potential positive and negative consequences. Key concepts covered include active audience behaviors in seeking to fulfill needs pre, during, and post media exposure as well as instrumental uses of media content.
This document discusses several audience theories that can be used to understand how audiences interact with media. It describes the uses and gratifications theory, which suggests that audiences actively use media to fulfill needs like entertainment, social interaction, personal identity, and staying informed. The document also discusses audience control theories that see audiences as actively making choices about what media they consume. Finally, it covers reception theory and how audiences can have dominant, negotiated, or oppositional readings of media texts based on their social and cultural backgrounds.
This document analyzes self-presentation and identity on Instagram. It discusses how social media has shifted from expressing oneself through words to photographs. People curate their photos to portray a "picture perfect" lifestyle. The purpose is to analyze how and why teens share content on Instagram, and whether these decisions are conscious or subconscious. It identifies eight common photo categories on Instagram, with selfies and photos of friends being most prevalent. Photos are used for self-promotion and networking. The document discusses exploring identity, images and visual communication on Instagram and examining how content portrays positivity and enhances perceptions of self-worth.
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.
Data from various sources is provided only for educational purposes and has no commercial value to the compiler. The document discusses a SWOT analysis and the story of Amazon's success, providing examples of how to build a business the right way.
A Study on Buying Behavior of Indian Consumers: A Dynamic ViewRHIMRJ Journal
In this dynamic world the behavior of consumers varying day to day. This research study is based on the consumer’s
perceptions, buying behaviour and satisfaction of the consumers in Indian market. The Indian consumers are known for the
high degree of value orientation. India is an attractive market however, the per capita income in India is low and it remains a
huge market, even for luxurious products. Consumer behaviour is difficult and very often not considered rational. The recent
trends which are found in the Indian market are celebrity influence, online shopping, free gifts and discounts and also for
popularity of eco-friendly products.
Understanding Indian Consumer Buying Behavior - Social Media InfluenceMoses Gomes
Understanding Indian Consumer has been one of the most important aspect for all marketers and advertisers. As India has more than 120 languages, high illiteracy and less per capita income. But in last 10 years this has changed with India rising to one of the biggest developing nations in BRICS. The spread of internet through smart phones and ecommerce has changed this buying behavior to a large extent making it still more difficult.
in this presentation I have tried to classify the different classes of consumers in Indian context and how their buying behaviors are changing. Along with Indian middle class, the rural class has also gained more money for spending and they are increasingly dependent on ecommerce, as they also have aspirations for owning BRANDS.
This document provides an overview of the apparel retail industry in India. It notes that the Indian retail sector accounts for over 20% of GDP and is growing rapidly. The apparel sector is a large and growing part of Indian retail. The domestic apparel retail market was worth $33 billion in 2009 and is projected to reach $100 billion by 2020, growing at an 11% compound annual rate. Key drivers of growth include rising incomes, urbanization, and the expansion of organized retail. While men's wear currently dominates the apparel market, women's wear is the fastest growing segment and is expected to become the largest in the future. The availability of raw materials and expertise in apparel manufacturing provide strengths for the industry in
This document discusses several audience theories that can be used to understand how audiences interact with media. It describes the uses and gratifications theory, which suggests that audiences actively use media to fulfill needs like entertainment, social interaction, personal identity, and staying informed. The document also discusses audience control theories that see audiences as actively making choices about what media they consume. Finally, it covers reception theory and how audiences can have dominant, negotiated, or oppositional readings of media texts based on their social and cultural backgrounds.
This document analyzes self-presentation and identity on Instagram. It discusses how social media has shifted from expressing oneself through words to photographs. People curate their photos to portray a "picture perfect" lifestyle. The purpose is to analyze how and why teens share content on Instagram, and whether these decisions are conscious or subconscious. It identifies eight common photo categories on Instagram, with selfies and photos of friends being most prevalent. Photos are used for self-promotion and networking. The document discusses exploring identity, images and visual communication on Instagram and examining how content portrays positivity and enhances perceptions of self-worth.
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.
Data from various sources is provided only for educational purposes and has no commercial value to the compiler. The document discusses a SWOT analysis and the story of Amazon's success, providing examples of how to build a business the right way.
A Study on Buying Behavior of Indian Consumers: A Dynamic ViewRHIMRJ Journal
In this dynamic world the behavior of consumers varying day to day. This research study is based on the consumer’s
perceptions, buying behaviour and satisfaction of the consumers in Indian market. The Indian consumers are known for the
high degree of value orientation. India is an attractive market however, the per capita income in India is low and it remains a
huge market, even for luxurious products. Consumer behaviour is difficult and very often not considered rational. The recent
trends which are found in the Indian market are celebrity influence, online shopping, free gifts and discounts and also for
popularity of eco-friendly products.
Understanding Indian Consumer Buying Behavior - Social Media InfluenceMoses Gomes
Understanding Indian Consumer has been one of the most important aspect for all marketers and advertisers. As India has more than 120 languages, high illiteracy and less per capita income. But in last 10 years this has changed with India rising to one of the biggest developing nations in BRICS. The spread of internet through smart phones and ecommerce has changed this buying behavior to a large extent making it still more difficult.
in this presentation I have tried to classify the different classes of consumers in Indian context and how their buying behaviors are changing. Along with Indian middle class, the rural class has also gained more money for spending and they are increasingly dependent on ecommerce, as they also have aspirations for owning BRANDS.
This document provides an overview of the apparel retail industry in India. It notes that the Indian retail sector accounts for over 20% of GDP and is growing rapidly. The apparel sector is a large and growing part of Indian retail. The domestic apparel retail market was worth $33 billion in 2009 and is projected to reach $100 billion by 2020, growing at an 11% compound annual rate. Key drivers of growth include rising incomes, urbanization, and the expansion of organized retail. While men's wear currently dominates the apparel market, women's wear is the fastest growing segment and is expected to become the largest in the future. The availability of raw materials and expertise in apparel manufacturing provide strengths for the industry in
This document discusses several audience theories that can be used to understand how audiences interact with media. It describes the uses and gratifications theory, which suggests that audiences actively use media to fulfill needs like entertainment, social interaction, personal identity, and staying informed. The document also discusses audience control theories that see audiences as actively making meaning from media rather than passively accepting messages. Finally, it covers encoding/decoding reception theory and contrasts the effects model, which views audiences as passive, with active audience theories that see audiences critically interpreting media messages.
The document discusses Hall's Reception Theory, which proposes that media texts are encoded with messages by producers but decoded differently by audiences based on their social and cultural backgrounds. There are three types of audience readings: preferred/dominant readings agree with the producer's intended meaning; negotiated readings agree in part but also have their own interpretations; and oppositional readings reject the producer's meaning and create their own. The short film aims to encode a message about compassion across class differences through shots and dialogue, with the goal that audiences will have a preferred reading by relating to similar-aged characters.
The document discusses Hall's Reception Theory, which proposes that media texts are encoded with messages by producers but decoded differently by audiences based on their social and cultural backgrounds. There are three types of audience readings: preferred/dominant readings agree with the producer's intended meaning; negotiated readings agree in part but also bring their own interpretation; and oppositional readings reject the producer's meaning and create their own. The short film aims to encode a message of compassion across class differences through a boy's perspective, hoping for a preferred reading among a similar-aged audience who can relate.
The document provides guidance on how to structure essay responses to higher-level exam questions. It recommends starting with a short introduction to define key terms, planning the main points with references to theory and terminology, using examples from multiple media texts to illustrate each point, writing each point fully while being time-aware, and concluding by summarizing the key points and answering the question. It also provides an example question, marking criteria, and suggests choosing opposing newspaper representations of reality to analyze.
This document discusses several audience theories that can be used to understand how audiences interact with media. It describes uses and gratifications theory, which suggests that audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance. Reception theory holds that encoded meanings in media can be given dominant, negotiated, or oppositional readings by audiences based on their social and cultural backgrounds. Finally, the effects and hypodermic models are mentioned, which propose that media have powerful influences over passive audiences, though uses and gratifications theory argues audiences are active.
This theory argues that audiences actively seek out media to fulfill various social and psychological needs. It identifies four main needs that drive media consumption: surveillance or keeping informed about the world, personal identity through relating to media personalities, personal relationships such as forming parasocial relationships with characters, and diversion or escapism from problems through media entertainment. The theory also discusses Stuart Hall's reception theory, which proposes that media texts encode messages from producers but audiences can decode them in different ways - through dominant, negotiated, or oppositional readings that may not match the producer's intended meaning.
Audience theories examine the complex relationship between media producers and audiences. Producers aim to position audiences through encoded messages, but audiences can interpret these messages differently as active or passive receivers. Different factors like demographics, beliefs, and level of engagement influence how audiences decode media texts.
The document discusses the concept of audience in media studies, noting that all media texts are produced with a target audience in mind. It explores how audience research is used to understand who comprises the target audience and their demographics. The document also outlines several theories about how audiences interact with and make sense of media texts, ranging from more passive models to more active models that view audiences as playing a role in interpreting meaning.
The document summarizes a presentation about the 5 commandments of social media strategy, tools, and culture. It discusses (1) listening on social media to understand audiences, (2) engaging with audiences by adding value and being conversational, (3) using social content like user-generated content, (4) generating buzz through multiple channels, and (5) building communities around shared interests. It emphasizes developing a strategic social media plan by identifying goals and audiences, and measuring success both quantitatively and qualitatively.
Audience theory examines how audiences interpret and make meaning from media messages. Early theories proposed passive audiences that absorbed messages uncritically (hypodermic needle theory), but reception theory argues audiences actively make sense of media based on their social position. Uses and gratifications theory sees audiences using media to fulfill needs like entertainment, information, and social connection. New media like social networks give audiences more power to create and share content, challenging traditional models of passive audiences.
This document discusses mass communication and media literacy. It outlines different forms of mass media such as print, television, radio, and social media. It emphasizes that mass media is a business aimed at generating revenue. The document also discusses how people must consume media critically and be aware of how the media can influence behaviors and perspectives. It provides questions about authorship, format, audience, content, and purpose that people should consider to thoughtfully analyze media messages.
11) Meaning, Representation & Values pt. 1.pptxJamesDixon10403
This document discusses key concepts in media studies related to meaning, representation, and audience reception. It covers several theories including reception theory, which holds that media do not reflect reality but construct representations of it. It also discusses how audiences can have preferred, negotiated, or oppositional readings of media texts based on their own social contexts and meanings they bring. Additionally, it notes that audience interpretation is a process of both meaning matching and active meaning construction. The document provides examples and examines how audiences can project their own ideas and feelings onto media texts through polysemic meanings.
The document discusses three ways that an audience can decode media texts:
1) Dominant/preferred reading: The audience decodes the text as intended by the producer.
2) Negotiated reading: The audience accepts the producer's views but also has their own interpretation.
3) Oppositional reading: The audience rejects the producer's intended meaning and creates their own interpretation, often opposing the producer's messages and ideology.
The document discusses several theories about the relationship between media and audiences:
- The hypodermic needle/effects model views audiences as passive, directly influenced by media messages.
- Cultivation analysis sees media shaping audiences' worldviews over time through repeated exposure.
- Uses and gratifications theory argues audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance.
- Encoding/decoding theory holds that media texts contain encoded meanings which audiences can read in dominant, negotiated, or oppositional ways depending on their perspectives.
The document evaluates whether these models fully account for modern media landscapes and active audiences using an increasing variety of platforms. It explores how new technologies may require updating or replacing existing
Film Studies 4 - Audiences and ProductsNatalie-Lynch
This document discusses several theories related to audiences and media consumption, including:
- Passive consumption, where audiences accept media messages without questioning.
- The hypodermic needle model, which suggests media has an immediate and powerful effect on passive audiences.
- Active consumption, where audiences interact with media by creating content and influencing production.
- Uses and gratifications theory, which examines why people consume different media and what needs it fulfills.
- Reception theory, which looks at how encoded media messages are decoded and interpreted differently by audiences.
The document discusses three theories of audience:
1. Uses and Gratifications theory which argues that audiences actively select media to fulfill needs like information, identity, social interaction, and entertainment.
2. Hypodermic Needle theory from the 1920s which argues audiences passively receive information from media without processing or disputing it.
3. Reception theory from the 1980s which extended the concept of active audiences and looked at how audiences can interpret media texts in preferred, oppositional, or negotiated ways based on their own values.
This document discusses key questions to consider when analyzing media audiences:
- How audiences process and make meaning from media texts, including Stuart Hall's theories of encoding/decoding as preferred, oppositional, negotiated, or aberrant readings.
- How audiences are affected by media texts according to media effects theories versus being active in using media to fulfill needs as per uses and gratifications theory.
- How audience consumption has changed from mass audiences of broadcast media to narrowcast and peer-to-peer sharing as audiences fragment across multiple platforms.
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.
This document discusses audience analysis and reception theory. It explains that reception theory views audiences as active interpreters of media rather than passive receivers. Stuart Hall's encoding/decoding model is discussed, which suggests audiences can take preferred, negotiated, or oppositional readings of a text based on their own experiences and perspectives. A preferred reading accepts the producer's intended meaning, a negotiated reading understands the producer's goals but interprets it through their own lens, and an oppositional reading rejects the producer's values embedded in the text. The document asks how different audiences may interpret a TV drama trailer differently based on these concepts.
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.
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Similar to Pecha kucha users and gratification revised_final v-1
This document discusses several audience theories that can be used to understand how audiences interact with media. It describes the uses and gratifications theory, which suggests that audiences actively use media to fulfill needs like entertainment, social interaction, personal identity, and staying informed. The document also discusses audience control theories that see audiences as actively making meaning from media rather than passively accepting messages. Finally, it covers encoding/decoding reception theory and contrasts the effects model, which views audiences as passive, with active audience theories that see audiences critically interpreting media messages.
The document discusses Hall's Reception Theory, which proposes that media texts are encoded with messages by producers but decoded differently by audiences based on their social and cultural backgrounds. There are three types of audience readings: preferred/dominant readings agree with the producer's intended meaning; negotiated readings agree in part but also have their own interpretations; and oppositional readings reject the producer's meaning and create their own. The short film aims to encode a message about compassion across class differences through shots and dialogue, with the goal that audiences will have a preferred reading by relating to similar-aged characters.
The document discusses Hall's Reception Theory, which proposes that media texts are encoded with messages by producers but decoded differently by audiences based on their social and cultural backgrounds. There are three types of audience readings: preferred/dominant readings agree with the producer's intended meaning; negotiated readings agree in part but also bring their own interpretation; and oppositional readings reject the producer's meaning and create their own. The short film aims to encode a message of compassion across class differences through a boy's perspective, hoping for a preferred reading among a similar-aged audience who can relate.
The document provides guidance on how to structure essay responses to higher-level exam questions. It recommends starting with a short introduction to define key terms, planning the main points with references to theory and terminology, using examples from multiple media texts to illustrate each point, writing each point fully while being time-aware, and concluding by summarizing the key points and answering the question. It also provides an example question, marking criteria, and suggests choosing opposing newspaper representations of reality to analyze.
This document discusses several audience theories that can be used to understand how audiences interact with media. It describes uses and gratifications theory, which suggests that audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance. Reception theory holds that encoded meanings in media can be given dominant, negotiated, or oppositional readings by audiences based on their social and cultural backgrounds. Finally, the effects and hypodermic models are mentioned, which propose that media have powerful influences over passive audiences, though uses and gratifications theory argues audiences are active.
This theory argues that audiences actively seek out media to fulfill various social and psychological needs. It identifies four main needs that drive media consumption: surveillance or keeping informed about the world, personal identity through relating to media personalities, personal relationships such as forming parasocial relationships with characters, and diversion or escapism from problems through media entertainment. The theory also discusses Stuart Hall's reception theory, which proposes that media texts encode messages from producers but audiences can decode them in different ways - through dominant, negotiated, or oppositional readings that may not match the producer's intended meaning.
Audience theories examine the complex relationship between media producers and audiences. Producers aim to position audiences through encoded messages, but audiences can interpret these messages differently as active or passive receivers. Different factors like demographics, beliefs, and level of engagement influence how audiences decode media texts.
The document discusses the concept of audience in media studies, noting that all media texts are produced with a target audience in mind. It explores how audience research is used to understand who comprises the target audience and their demographics. The document also outlines several theories about how audiences interact with and make sense of media texts, ranging from more passive models to more active models that view audiences as playing a role in interpreting meaning.
The document summarizes a presentation about the 5 commandments of social media strategy, tools, and culture. It discusses (1) listening on social media to understand audiences, (2) engaging with audiences by adding value and being conversational, (3) using social content like user-generated content, (4) generating buzz through multiple channels, and (5) building communities around shared interests. It emphasizes developing a strategic social media plan by identifying goals and audiences, and measuring success both quantitatively and qualitatively.
Audience theory examines how audiences interpret and make meaning from media messages. Early theories proposed passive audiences that absorbed messages uncritically (hypodermic needle theory), but reception theory argues audiences actively make sense of media based on their social position. Uses and gratifications theory sees audiences using media to fulfill needs like entertainment, information, and social connection. New media like social networks give audiences more power to create and share content, challenging traditional models of passive audiences.
This document discusses mass communication and media literacy. It outlines different forms of mass media such as print, television, radio, and social media. It emphasizes that mass media is a business aimed at generating revenue. The document also discusses how people must consume media critically and be aware of how the media can influence behaviors and perspectives. It provides questions about authorship, format, audience, content, and purpose that people should consider to thoughtfully analyze media messages.
11) Meaning, Representation & Values pt. 1.pptxJamesDixon10403
This document discusses key concepts in media studies related to meaning, representation, and audience reception. It covers several theories including reception theory, which holds that media do not reflect reality but construct representations of it. It also discusses how audiences can have preferred, negotiated, or oppositional readings of media texts based on their own social contexts and meanings they bring. Additionally, it notes that audience interpretation is a process of both meaning matching and active meaning construction. The document provides examples and examines how audiences can project their own ideas and feelings onto media texts through polysemic meanings.
The document discusses three ways that an audience can decode media texts:
1) Dominant/preferred reading: The audience decodes the text as intended by the producer.
2) Negotiated reading: The audience accepts the producer's views but also has their own interpretation.
3) Oppositional reading: The audience rejects the producer's intended meaning and creates their own interpretation, often opposing the producer's messages and ideology.
The document discusses several theories about the relationship between media and audiences:
- The hypodermic needle/effects model views audiences as passive, directly influenced by media messages.
- Cultivation analysis sees media shaping audiences' worldviews over time through repeated exposure.
- Uses and gratifications theory argues audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance.
- Encoding/decoding theory holds that media texts contain encoded meanings which audiences can read in dominant, negotiated, or oppositional ways depending on their perspectives.
The document evaluates whether these models fully account for modern media landscapes and active audiences using an increasing variety of platforms. It explores how new technologies may require updating or replacing existing
Film Studies 4 - Audiences and ProductsNatalie-Lynch
This document discusses several theories related to audiences and media consumption, including:
- Passive consumption, where audiences accept media messages without questioning.
- The hypodermic needle model, which suggests media has an immediate and powerful effect on passive audiences.
- Active consumption, where audiences interact with media by creating content and influencing production.
- Uses and gratifications theory, which examines why people consume different media and what needs it fulfills.
- Reception theory, which looks at how encoded media messages are decoded and interpreted differently by audiences.
The document discusses three theories of audience:
1. Uses and Gratifications theory which argues that audiences actively select media to fulfill needs like information, identity, social interaction, and entertainment.
2. Hypodermic Needle theory from the 1920s which argues audiences passively receive information from media without processing or disputing it.
3. Reception theory from the 1980s which extended the concept of active audiences and looked at how audiences can interpret media texts in preferred, oppositional, or negotiated ways based on their own values.
This document discusses key questions to consider when analyzing media audiences:
- How audiences process and make meaning from media texts, including Stuart Hall's theories of encoding/decoding as preferred, oppositional, negotiated, or aberrant readings.
- How audiences are affected by media texts according to media effects theories versus being active in using media to fulfill needs as per uses and gratifications theory.
- How audience consumption has changed from mass audiences of broadcast media to narrowcast and peer-to-peer sharing as audiences fragment across multiple platforms.
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.
This document discusses audience analysis and reception theory. It explains that reception theory views audiences as active interpreters of media rather than passive receivers. Stuart Hall's encoding/decoding model is discussed, which suggests audiences can take preferred, negotiated, or oppositional readings of a text based on their own experiences and perspectives. A preferred reading accepts the producer's intended meaning, a negotiated reading understands the producer's goals but interprets it through their own lens, and an oppositional reading rejects the producer's values embedded in the text. The document asks how different audiences may interpret a TV drama trailer differently based on these concepts.
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.
Similar to Pecha kucha users and gratification revised_final v-1 (20)
3. Uses and gratifications
Research approach : Focuses on social and psychological
benefits the media’s audience get from the media, rather
than what the media ‘does’ to the audience
4. Objectives
What do people do with the media
Why do individuals use media - underlying motives
How are individuals affected - positive and negative
consequences
5. Objectives
What do people do with the media
Why do individuals use media - underlying motives
How are individuals affected - positive and negative
consequences
6. Active audience behaviour
Audience needs and wants
Integration and social
interaction
Surveillance / Info
8. Fashion ticks different impulses
Indifferent –
Obstinate
audience
Deficiency Non deficiency Serious Recognition: Relaxation :
need : needs : business / The need to be Occasional
To feel part enhance self Profession identified as followers
of a group development, someone
seek advice fashionable /
trend-setter
9. Gratification Pre During Post
Pre
Individual choice
Seeking a media type or
program
10. During
Distractive behaviour – Talking, texting, reading,
eating etc
Interactive behaviour - Talking to media, blogging,
discussing event with members in the same room
13. Instrumental use of media:
Intentional use of program content includes reading of texts :
Preferred Negotiated Oppositional
Non-target
Audience audience may
acknowledge reject the
The reading media preferred
preferred
producers hope reading, forming
reading, but
audiences will take their own
modify it to suit
from the text alternative
their own values
and opinions message
14. Instrumental use of media:
Intentional use of program content includes reading of texts :
Preferred Negotiated Oppositional
Non-target
Audience audience may
The reading acknowledge reject the
media producers preferred preferred
hope audiences reading, but reading, forming
will take from the modify it to suit their own
text their own values alternative
and opinions message
Assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. Audiences are responsible for choosing media to meet their needs.
Media consumers have a free will to decide how they will use the media and how it will effect themThis would imply that the media compete against other information sources for viewer’s gratification. Users take an active part in the communication process and are goal oriented in their media use. This provides peoples perception on their media content experience Also studies how peopleusemedia as part of everyday social interactionDifferentiates active use of media from more passive uses. Further providing useful insights into the adoption of new media
Theintellect and ability ofmedia consumers is respected, hence she/he is capable of seeking out a media source that best fulfills their needs Users take an active part in the communication process and are goal oriented in their media use. Provides insightful analysis of how people experience media content Studies the useof media as a part of everyday social interactionDifferentiates active use of media from more passive uses. Further providing useful insights into the adoption of new media
The audience has a set of needs (Blumler and Katz 1975) – maslow’s hierarchy of needsIntegration & Social interaction The audience forms a relations with the medium Hence they relate to the medium. This gives them a sense of responsibility It also helps audiences to socialise and connect with other peopleSurveillance/Information The audience want to find out about society and the world.Hence they actively seek media products to gratify their needs.
Diversion - The audience use media is to take a break from the daily routine of life. Media could be used for getting intrinsic cultural or aesthetic enjoyment,relaxation or just to fill time (gratification)It could be a form of emotional release for the audiencePersonal identity : Enable audiences to find out something about themselves and for reinforcing personal values.
Deficiency needs – internal dissatisfaction, such as need for love and security-rely on others for fulfillment.Non deficiency needs –self actualization needs –can be fulfilled from dependant sources-enhance self development.
In 1980 David Morley did a study of audience responses when watching the BBC TV show Spotlight. As a result of his research, he decided that audiences tend to fall into three groups based on their interpretation of the text.....
In 1980 David Morley did a study of audience responses when watching the BBC TV show Spotlight. As a result of his research, he decided that audiences tend to fall into three groups based on their interpretation of the text.....