Relevant advertising theorists
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This document discusses three relevant advertising theorists and their theories: 1. Roland Barthes' theory of denotation and connotation, which refers to the literal and implied meanings in signs and images. 2. Stuart Hall's encoding/decoding model of communication, which considers how audiences interpret messages based on their social/cultural contexts and can decode messages in dominant, negotiated, or oppositional ways. 3. Gillian Dyer's theory that advertising typically portrays hedonistic lifestyles focused on pleasure and self-indulgence. The document asks how this theory can be applied to a print advertisement. It encourages analyzing an Old Spice advertisement using Barthes' and Hall's theories
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This document discusses key concepts relating to audiences and media effects theories. It defines what an audience is and discusses demographic and psychographic profiling. It also covers the differences between target and niche audiences. Several theories are summarized, including:
- Bandura's social learning theory which suggests media can influence behaviors through modeling
- Gerbner's cultivation theory which argues repeated media exposure shapes viewers' perceptions of social reality
- Hall's reception theory which proposes encoding/decoding framework for analyzing how audiences make meaning from media texts.
The document provides examples and discussion questions to help apply these audience and effects theories.
Assessment 1A with answers and mark scheme
This document outlines the questions and requirements for Assessment 1 in an introductory media studies course. It includes questions about representing gender in advertising, identifying the target audience, interpreting meanings, defining genre, discussing media effects theories, and analyzing the media industry. Students are asked to apply concepts from theorists like Barthes, Hall, Neale, and effects theories. They must also discuss how technology, ownership concentration, and regulation have impacted the media industry they have researched. Marking criteria evaluate students' comprehensive understanding and accurate application of course concepts in their responses.
SciFi TV and its audiences - Telotte
I use google for images, so please forgive a lack of referencing them, they can easily be found and traced. I use these exclusively in class to outline talking points and indicate examples for the class to discuss, so the slides' use of terminology is bound by assigned texts.
Intro lesson
The document provides an overview and schedule of topics for a media studies course induction. It will cover all forms of media and include written and practical assessments each half term. Students will receive course materials and use personal blogs to upload their work. Forms of media discussed include television, radio, film, newspapers, magazines, music videos, advertising, video games and the internet. Students have a research task to identify sub-forms within each media form and give examples. The document discusses what a target audience is and why identifying it is important for effective marketing. Students will analyze media texts to identify the target audiences and why.
Section A Audience
The document discusses several theories of audience reception:
1. Postmodern media audience theory sees audiences as active interpreters who construct their own meanings from media texts rather than passively accepting the producer's intended messages.
2. Reception theory, developed by Stuart Hall, recognizes that audiences decode media texts in different ways based on their own experiences and perspectives, which may not match the producer's encoding.
3. The hypodermic needle theory views audiences as passive receivers who unknowingly absorb all of a medium's intended messages. This outdated view has been disproven by more active audience theories.
4. Uses and gratifications theory recognizes that audiences are active in choosing media to fulfill various personal
Reception theory
Reception theory proposes that media texts are encoded with meanings by their producers but are decoded by audiences in potentially different ways. Audiences may decode meanings in the dominant way intended by producers. However, audiences may also negotiate meanings that only partially align with producers or take oppositional positions that reject producers' meanings. Factors like life experiences, beliefs, age, culture, gender affect how audiences decode meanings.
Audiencetheory
This document provides information on various audience theory concepts for a class. It includes summaries of key audience theories such as uses and gratifications theory from the 1970s, which proposes that audiences use media to fulfill needs like diversion, social interaction, identity, and surveillance. It also discusses Stuart Hall's encoding/decoding concept from the 1970s where meanings are encoded in media texts and decoded by audiences based on their background. The document suggests these older theories may need updating given changes in modern media technologies and formats.
Section A Audience
1) It is important to understand the audience because different audience members may interpret media texts in different ways based on their life experiences, beliefs, age, culture, etc. rather than just accepting the producer's intended meaning.
2) Reception theory, developed by Stuart Hall, proposes that audiences decode media texts based on dominant, oppositional, or negotiated readings rather than just accepting the producer's preferred reading.
3) The hypodermic needle theory, an outdated view, suggested audiences passively accept all intended messages from media like television, but modern theories recognize audiences as active interpreters.
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This document discusses key concepts relating to audiences and media effects theories. It defines what an audience is and discusses demographic and psychographic profiling. It also covers the differences between target and niche audiences. Several theories are summarized, including:
- Bandura's social learning theory which suggests media can influence behaviors through modeling
- Gerbner's cultivation theory which argues repeated media exposure shapes viewers' perceptions of social reality
- Hall's reception theory which proposes encoding/decoding framework for analyzing how audiences make meaning from media texts.
The document provides examples and discussion questions to help apply these audience and effects theories.
Assessment 1A with answers and mark scheme
This document outlines the questions and requirements for Assessment 1 in an introductory media studies course. It includes questions about representing gender in advertising, identifying the target audience, interpreting meanings, defining genre, discussing media effects theories, and analyzing the media industry. Students are asked to apply concepts from theorists like Barthes, Hall, Neale, and effects theories. They must also discuss how technology, ownership concentration, and regulation have impacted the media industry they have researched. Marking criteria evaluate students' comprehensive understanding and accurate application of course concepts in their responses.
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Intro lesson
The document provides an overview and schedule of topics for a media studies course induction. It will cover all forms of media and include written and practical assessments each half term. Students will receive course materials and use personal blogs to upload their work. Forms of media discussed include television, radio, film, newspapers, magazines, music videos, advertising, video games and the internet. Students have a research task to identify sub-forms within each media form and give examples. The document discusses what a target audience is and why identifying it is important for effective marketing. Students will analyze media texts to identify the target audiences and why.
Section A Audience
The document discusses several theories of audience reception:
1. Postmodern media audience theory sees audiences as active interpreters who construct their own meanings from media texts rather than passively accepting the producer's intended messages.
2. Reception theory, developed by Stuart Hall, recognizes that audiences decode media texts in different ways based on their own experiences and perspectives, which may not match the producer's encoding.
3. The hypodermic needle theory views audiences as passive receivers who unknowingly absorb all of a medium's intended messages. This outdated view has been disproven by more active audience theories.
4. Uses and gratifications theory recognizes that audiences are active in choosing media to fulfill various personal
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Reception theory proposes that media texts are encoded with meanings by their producers but are decoded by audiences in potentially different ways. Audiences may decode meanings in the dominant way intended by producers. However, audiences may also negotiate meanings that only partially align with producers or take oppositional positions that reject producers' meanings. Factors like life experiences, beliefs, age, culture, gender affect how audiences decode meanings.
Audiencetheory
This document provides information on various audience theory concepts for a class. It includes summaries of key audience theories such as uses and gratifications theory from the 1970s, which proposes that audiences use media to fulfill needs like diversion, social interaction, identity, and surveillance. It also discusses Stuart Hall's encoding/decoding concept from the 1970s where meanings are encoded in media texts and decoded by audiences based on their background. The document suggests these older theories may need updating given changes in modern media technologies and formats.
Section A Audience
1) It is important to understand the audience because different audience members may interpret media texts in different ways based on their life experiences, beliefs, age, culture, etc. rather than just accepting the producer's intended meaning.
2) Reception theory, developed by Stuart Hall, proposes that audiences decode media texts based on dominant, oppositional, or negotiated readings rather than just accepting the producer's preferred reading.
3) The hypodermic needle theory, an outdated view, suggested audiences passively accept all intended messages from media like television, but modern theories recognize audiences as active interpreters.
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The document discusses several theories of media audiences, including reception theory which states that audiences interpret media texts in different ways based on their own experiences and perspectives, rather than just accepting the producer's intended meaning. It also examines the hypodermic needle theory, which suggests audiences passively accept messages from media, and uses and gratifications theory, which proposes that audiences actively engage with media to fulfill various needs and desires.
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Reception theory proposes that media texts contain encoded messages from producers but audiences decode texts in different ways based on their own experiences and perspectives. According to Stuart Hall, audiences may have a dominant, oppositional, or negotiated reading of a text. A dominant reading accepts the producer's intended meaning while an oppositional reading rejects this. A negotiated reading finds a compromise by accepting some aspects but not others. How a text is read depends on individual audience characteristics and context.
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- Three main theories of how audiences interact with media texts - the effects model, uses and gratifications model, and reception theory.
- Key theorists who have contributed to understanding audience, such as Hall, Katz, Tunstall, and various concepts around dominant, negotiated and oppositional readings.
- Tasks for students to apply these audience theories and concepts to films, images and their own media productions.
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Audience Keynotes
The document discusses audience theories and categorization as they relate to media studies exams. It provides examples of past exam questions focusing on how audiences respond to media texts and how audiences are grouped. Students are instructed to consider factors like gender, age, and culture that influence audience reception. They are also given homework to create revision materials on audience theories and groups, analyzing different media texts.
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The document discusses media audience theory, focusing on concepts like the hypodermic needle model, uses and gratifications theory, and reception theory. It provides details on each concept, including critiques of the hypodermic needle model which sees audiences as passive, and examples of how uses and gratifications theory and reception theory see audiences as more active in making meaning. It also discusses audience segmentation models and provides quotes related to understanding audiences and conducting audience research.
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1) Students are asked to evaluate one of their coursework projects using theories of genre, narrative, representation, audience, and media language.
2) They should brainstorm the concepts in pairs and apply relevant theories to their project in detail.
3) Students must create revision documents using various digital technologies like Prezi, Flickr, YouTube to analyze their project through the critical concepts.
4) The documents created will be important study aids for the exam next summer.
Reception theory-audience-response-stuart-hall-1980
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Reception theory proposes that media texts contain encoded messages from producers but audiences decode texts in different ways based on their own experiences and perspectives. According to Stuart Hall, audiences may have a dominant, oppositional, or negotiated reading of a text. A dominant reading accepts the producer's intended meaning while an oppositional reading rejects this. A negotiated reading finds a compromise by accepting some aspects but not others. How a text is read depends on individual audience characteristics and context.
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This document provides guidance on how to answer a question analyzing two long-form television drama texts. It explains that the question will ask about the institution, audience, representation, and language of the texts. It advises addressing these elements for each text and comparing them. Contextual factors about the long-form television drama industry should also be discussed. The response should include an introduction, background on contexts, analysis of the question elements with evidence from the texts, and a conclusion that directly answers the question.
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This document provides guidance to students on completing a theoretical evaluation of their coursework for their G325 exam. It instructs students to evaluate their coursework using the concepts of genre, narrative, representation, audience, and media language. Students are asked to define each concept, relate relevant theories, and analyze how each concept was used in their coursework. The document also provides prompts for applying each concept and recommends using various digital tools to create revision documents to aid exam preparation. A deadline of 3 weeks is given to complete this task.
Theory Continued
This document provides an overview of media representation theory and concepts for exam practice. It discusses key theories such as how media representations reflect the ideology and values of the producer. It also addresses how audiences can interpret representations in both passive and active ways and may be impacted both positively and negatively by media effects. Examples of potential impacts include copycat behavior, education, socialization, objectification, and reinforcement or challenging of dominant ideologies.
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Introtoa2course g325criticalperspectivesinmedia-questionb-100614040938-phpapp...
The document provides guidance for students on how to approach section A, question 1b of the A2 media exam. It outlines the key concepts of genre, narrative, representation, audience and media language that students need to understand. It provides examples of how to apply various theories related to each concept to analyze a piece of coursework. Students are instructed to create revision documents using digital technologies that analyze their coursework through applying all five concepts and incorporating relevant theories.
Ms1 exam feedback & guidance 2014
The document provides feedback on a mock exam for a media studies course. It outlines expected levels of performance, common issues identified in responses, and guidance for improving answers. Key points emphasized include using appropriate terminology, situating media texts in their contexts, explaining the impact of codes on audiences, and developing complex, evidence-based analyses rather than generalized responses. Sample question outlines demonstrate how to structure strong representations essays through definitions, theories, examples, and exploring mediation and the construction of meaning.
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This document discusses various concepts relating to audience in media studies, including:
- Definitions of audience in terms of location, consumption, size and subjectivity.
- Three main theories of how audiences interact with media texts - the effects model, uses and gratifications model, and reception theory.
- Key theorists who have contributed to understanding audience, such as Hall, Katz, Tunstall, and various concepts around dominant, negotiated and oppositional readings.
- Tasks for students to apply these audience theories and concepts to films, images and their own media productions.
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Lost audience targeting
The document discusses various topics related to analyzing media texts for an exam, including film, television, music, genres, representations, industries, and audiences. It provides example exam questions, notes on the TV show Lost, and discusses conventions of Lost that appeal to broad audiences. Specifically, it notes Lost uses an ensemble cast representing different groups, is set in a neutral island location, blends genres, uses enigma codes to engage audiences, and incorporates a score to elicit emotions.
Audience Keynotes
The document discusses audience theories and categorization as they relate to media studies exams. It provides examples of past exam questions focusing on how audiences respond to media texts and how audiences are grouped. Students are instructed to consider factors like gender, age, and culture that influence audience reception. They are also given homework to create revision materials on audience theories and groups, analyzing different media texts.
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Chapter 4 - Islamic Financial Institutions in Malaysia.pptx
Chapter 4 - Islamic Financial Institutions in Malaysia.pptxMohd Adib Abd Muin, Senior Lecturer at Universiti Utara Malaysia
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
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Relevant advertising theorists
- 1. Relevant advertising theorists L/O: to know 3 relevant theorists and understand their theories in relation to advertising (not needed to exam but good to know for other areas of exam)
- 8. Video on advertising (including denotation/connotation) http://www.bbc.co.uk/programmes/p00wsck1
- 9. Dominant ideology denotes the attitudes, beliefs, values, and morals shared by the majority of the people in a given society https://www.yout ube.com/watch?v =raKbWVEIyvE
- 11. Hall theory – things to consider • Contexts! • Time period • Audience • Social class • Intelligence • Cultural capital/understanding • Region/location • Age • Etc These factors will alter how different audiences interpret different texts in different ways.
- 17. Semiotic theory task • Choose 1 Old Spice advert and apply the theory to it BARTHES – denotation/connotation HALL – encoding/decoding (3 types) Challenge – can you discuss contextual factors/influences?
- 19. Starter What is representation? Representations are mediated. What does this mean? Can you give example? (consider the phrase re-present)
- 20. Hints: love, sex, family, body image, relationships, materials/commodities, lifestyle, etc
- 21. Hedonistic lifestyles: engaged in the pursuit of pleasure; sensually self-indulgent Gillian Dyer theory/quote Task: how can you apply this theory to an any print advert?
- 22. Hedonistic lifestyles: engaged in the pursuit of pleasure; sensually self-indulgent Gillian Dyer theory/quote Task: how can you apply this theory to an any print advert?
- 24. Hedonistic lifestyles: engaged in the pursuit of pleasure; sensually self-indulgent Challenge question/task Does any type of print advertising challenge this theory? How/why?
- 26. R Dyer theory task