Research Methods
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This document outlines different research methods. It discusses deductive research, which starts with a theory and tests it, versus inductive research, which starts with observations and builds to a theory. It also differentiates between quantitative data, which can be measured numerically, and qualitative data, which involves studying social phenomena through methods like interviews and case studies. Finally, it lists some common sources and methods used in research, such as libraries, the internet, written works, interviews, surveys, and conversations.
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Audience Theory
Audience theory examines how audiences are segmented and constructed. Audiences can be divided into groups based on demographics like age, gender, class, etc. Class structures have evolved over time from Marx's bourgeoisie and proletariat to today's categories like the precariat. Audiences can have dominant, negotiated, or oppositional readings of media texts based on their acceptance of the intended meaning. They may also have passive or active engagements with media. Different audiences use media for identity, education, entertainment, and social purposes as per uses and gratification theory. Media aims to manipulate audiences' views through techniques that guide their intended reactions.
How do audiences read media texts
The document discusses different theories around how audiences engage with media texts:
1) Early theories viewed audiences as passive, believing all messages without thinking critically (the "hypodermic needle" effect). This underestimated audiences' abilities.
2) Stuart Hall's encoding/decoding model sees the audience as active - they make their own interpretations depending on factors like identity and opinions. Texts have no set meaning.
3) Reception theory focuses on the audience role in interpreting texts. Hall identified preferred, negotiated, and oppositional readings audiences can have.
4) Later theories see audiences as even more active, selectively engaging with media and picking aspects to incorporate into their identities (the "pick and mix"
Audience theory
This document discusses several theories related to audiences and mass communication, including Uses and Gratifications Theory, Reception Theory, and the Hypodermic Needle Theory. Uses and Gratifications Theory proposes that audiences actively seek out media to fulfill desires like diversion, personal relationships, identity, and surveillance. Reception Theory recognizes that audiences can have negotiated or oppositional readings of media that differ from the intended message. The Hypodermic Needle Theory views audiences as passive receivers of media messages, but it is now seen as too simplistic given more sophisticated modern audiences.
Audience theory
Stuart Hall proposed three ways that audiences can respond to texts:
1) Preferred/dominant readings where the audience interprets the text as intended.
2) Negotiated readings where the audience agrees with some parts but not others.
3) Oppositional/resistant readings where the audience's beliefs conflict with how the text portrays something.
This means a text cannot have a static meaning since audiences can interpret it differently based on their experiences.
Uses and Gratifications
The Hypodermic Model assumes that the media can directly influence and control audience behavior if they know enough about consumers. This is an alternative to the Uses and Gratifications (U&G) model, which focuses on how people actively use media to fulfill personal needs and goals rather than how media directly affects audiences. A U&G study typically involves audiences reporting why they use specific media. Reasons for media use include information, learning, identity, social interaction, and entertainment.
Hypodermic needle theory
The document discusses the hypodermic needle theory of mass communication. It was proposed in the 1930s and suggests that media messages directly influence passive audiences like injections from a needle. Katz and Lazarsfeld argued this theory was too simplistic and proposed the two-step flow model, where opinion leaders influence audiences. The document also discusses the Lasswell formula for communication research and concludes different individuals respond differently to the same media messages.
Intro to audience
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.
Audience reception theory
Audience reception theory was developed by British sociologist Stuart Hall in the 1980s and 1990s. It examines how audiences actively interpret and make meaning from media texts rather than passively receiving messages. Hall proposed that the same event can be encoded in multiple ways, messages contain multiple possible readings, and understanding is complex. He argued that media typically promote a "preferred reading" but audiences can also adopt "negotiated" or "oppositional" readings depending on their social positions and how the preferred reading relates to their lives. Audience reception theory focuses on qualitative audience research to understand active audience interpretations.
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Audience Theory
Audience theory examines how audiences are segmented and constructed. Audiences can be divided into groups based on demographics like age, gender, class, etc. Class structures have evolved over time from Marx's bourgeoisie and proletariat to today's categories like the precariat. Audiences can have dominant, negotiated, or oppositional readings of media texts based on their acceptance of the intended meaning. They may also have passive or active engagements with media. Different audiences use media for identity, education, entertainment, and social purposes as per uses and gratification theory. Media aims to manipulate audiences' views through techniques that guide their intended reactions.
How do audiences read media texts
The document discusses different theories around how audiences engage with media texts:
1) Early theories viewed audiences as passive, believing all messages without thinking critically (the "hypodermic needle" effect). This underestimated audiences' abilities.
2) Stuart Hall's encoding/decoding model sees the audience as active - they make their own interpretations depending on factors like identity and opinions. Texts have no set meaning.
3) Reception theory focuses on the audience role in interpreting texts. Hall identified preferred, negotiated, and oppositional readings audiences can have.
4) Later theories see audiences as even more active, selectively engaging with media and picking aspects to incorporate into their identities (the "pick and mix"
Audience theory
This document discusses several theories related to audiences and mass communication, including Uses and Gratifications Theory, Reception Theory, and the Hypodermic Needle Theory. Uses and Gratifications Theory proposes that audiences actively seek out media to fulfill desires like diversion, personal relationships, identity, and surveillance. Reception Theory recognizes that audiences can have negotiated or oppositional readings of media that differ from the intended message. The Hypodermic Needle Theory views audiences as passive receivers of media messages, but it is now seen as too simplistic given more sophisticated modern audiences.
Audience theory
Stuart Hall proposed three ways that audiences can respond to texts:
1) Preferred/dominant readings where the audience interprets the text as intended.
2) Negotiated readings where the audience agrees with some parts but not others.
3) Oppositional/resistant readings where the audience's beliefs conflict with how the text portrays something.
This means a text cannot have a static meaning since audiences can interpret it differently based on their experiences.
Uses and Gratifications
The Hypodermic Model assumes that the media can directly influence and control audience behavior if they know enough about consumers. This is an alternative to the Uses and Gratifications (U&G) model, which focuses on how people actively use media to fulfill personal needs and goals rather than how media directly affects audiences. A U&G study typically involves audiences reporting why they use specific media. Reasons for media use include information, learning, identity, social interaction, and entertainment.
Hypodermic needle theory
The document discusses the hypodermic needle theory of mass communication. It was proposed in the 1930s and suggests that media messages directly influence passive audiences like injections from a needle. Katz and Lazarsfeld argued this theory was too simplistic and proposed the two-step flow model, where opinion leaders influence audiences. The document also discusses the Lasswell formula for communication research and concludes different individuals respond differently to the same media messages.
Intro to audience
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.
Audience reception theory
Audience reception theory was developed by British sociologist Stuart Hall in the 1980s and 1990s. It examines how audiences actively interpret and make meaning from media texts rather than passively receiving messages. Hall proposed that the same event can be encoded in multiple ways, messages contain multiple possible readings, and understanding is complex. He argued that media typically promote a "preferred reading" but audiences can also adopt "negotiated" or "oppositional" readings depending on their social positions and how the preferred reading relates to their lives. Audience reception theory focuses on qualitative audience research to understand active audience interpretations.
Stuart Hall - Audience Positioning
Stuart Hall was a cultural theorist who developed a model for how audiences interpret mass media texts. The model suggests there are three ways of reading: the dominant reading where the audience fully accepts the intended message, the negotiated reading where the audience partly accepts it but modifies it based on their own views, and the oppositional reading where the audience rejects the intended message based on how it conflicts with their own social position. Hall was interested in how the media propagates ideologies and frames public debates by positioning audiences, and the concept that texts can have multiple meanings open to different interpretations.
Uses and gratification theory
Uses and Gratification Theory focuses on why audiences use media rather than how media affects people. It suggests audiences use films for entertainment, social interaction, personal identity, and information. Producers aim to entertain viewers and provide what audiences want to maximize profits. For a film targeting 16-25 year olds, this theory recommends focusing on entertainment and education through relatable characters to engage the social audience.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Uses and gratifications theory 2
Uses and Gratifications Theory posits that audiences are active, choosing media to fulfill needs rather than media passively influencing people. Katz identified four needs media can meet: escape from daily life, surveillance or information gathering, personal relationships, and personal identity. Regarding music media, it can provide escape through artist stories, surveillance of music news, personal relationships via social media discussions, and ways to develop personal identity by relating to genres.
Audience positioning
The document discusses audience theories and how audiences decode and make meaning from media texts in different ways based on factors like their social position, beliefs, and experiences. It explains that audiences can take a preferred reading by accepting the dominant meaning encoded in a text, a negotiated reading by accepting some aspects but disagreeing with others, or an oppositional reading by completely rejecting the ideology or messages of a text. Media producers aim to construct audiences and target them with preferred readings, but audiences actively make their own interpretations.
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.
Hypodermic syringe model
The hypodermic syringe model suggests that mass media has a direct and powerful effect on passive audiences by "injecting" them with messages. It views audiences as unable to resist media influence. The model was influenced by the rise of radio and TV, advertising/propaganda, and Hitler's use of media. The 1938 "War of the Worlds" radio broadcast, which caused a panic after people believed the fictional Martian invasion was real, became a classic example of the model's effects on a supposedly passive public.
Cc docu
Documentaries follow certain codes and conventions according to John Corner. They typically include observation footage showing an event as if the audience was present, interviews to provide different perspectives, and dramatization to further immerse the audience. During production, elements like music, interview techniques, and selective editing shape the overall message. Like other media, documentaries also have a beginning to introduce the topic, a middle to present evidence and conflict, and an end to resolve any doubts and leave the audience with a new perspective. However, they are not considered news programs and aim to explore issues in more depth through human experiences rather than opinions.
Hypodermic needle theory
The document discusses several theories of audience reception of media:
1) The hypodermic needle theory suggests audiences passively receive ideas injected by media without mediation.
2) The two-step flow model proposes ideas spread from media to opinion leaders then the wider population.
3) Uses and gratifications theory views audiences as active, consuming media to fulfill different needs like diversion, relationships, identity and surveillance. Blumer and Katz expanded on four functions identified by Wright Mills.
Hypodermic needle
The document discusses the hypodermic needle theory of mass communication, which suggests that media messages are directly injected into passive audiences, immediately influencing them. It notes that this theory from the 1930s is now considered outdated. The two-step flow model is presented as an alternative, in which opinion leaders influence the public rather than direct media effects. Lasswell's communication formula is also described as analyzing the basic questions of who communicates what through which channel to whom with what effect.
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.
Audience theory powerpoint
Audience theory examines how audiences interact with and understand media messages. Different audiences can interpret the same message in various ways based on their own knowledge and experiences. While some effects models argue media has significant influence over audiences, uses and gratifications theory contends that audiences are active and use media to fulfill certain needs. Reception theory further recognizes that audiences can decode meanings in dominant, negotiated, or oppositional ways depending on how their own views align with the encoded message.
Uses and gratification theory
The document discusses the Uses and Gratification Theory (UGT). UGT argues that people actively seek out specific media and content to fulfill predefined needs and obtain gratification. It views audiences as proactive in selecting media that meets their needs for information, entertainment, social interaction, and to relieve tension. The theory was developed in the 1970s and proposes that people use media to fulfill cognitive, affective, personal integrative, social integrative, and tension release needs. UGT differs from other theories by viewing audiences as active rather than passive in their media choices.
Active and passive audience theory
The document discusses three theories of audience behavior: the hypodermic syringe model which views audiences as passive and easily manipulated by media; the uses and gratifications model which sees audiences as active in using media to fulfill needs like escapism, information, social interaction, and identity; and reception theory which proposes that audiences actively decode media messages in different ways based on their own perspectives.
Media Effects
This document summarizes media effects research on violence, including the types of effects studied (negative like aggression, positive like pro-social behavior), historical context of the research, common hypotheses about media effects, and methods used in studies. Some of the key hypotheses discussed are social learning theory, desensitization, reinforcement of preexisting tendencies, and cultivation effects. Research methods covered include laboratory experiments, surveys, natural experiments, and longitudinal studies. The document also notes the prevailing public view that media have powerful effects on passive audiences.
The uses and gratification theory
The Uses and Gratification Theory proposes that people actively seek out specific media to satisfy certain needs. It focuses on understanding why and how audiences use media rather than how media affects people. The theory suggests people choose media to fulfill needs like information, personal identity, social interaction, and entertainment. It presents an audience-centered perspective on mass communication.
Media effects
The document discusses several theories about the potential effects of playing violent video games like Grand Theft Auto (GTA) and how people interact with media in general:
1. Hypodermic needle theory suggests media directly influences audiences in a passive way, like injecting ideas into them. However, other theories argue audiences are more active.
2. Uses and gratifications theory says people deliberately choose media to fulfill certain needs like information, entertainment, or social connection.
3. Cultivation theory proposes media's repetitive messages shape people's views over the long-term in a subtle, "drip by drip" manner.
4. Reception theory focuses on how audiences interpret and make their own
Unit 25 Assignment 2 Passive vs Active Audiences
This document discusses a media effects theory that suggests audiences passively consume media like having messages injected straight into their subconscious brains. This theory is often used to argue against certain media types, claiming their violent content will be replicated by consumers. However, another theory suggests audiences actively choose media to gratify individual needs, such as escape, social interaction, reflection, or finding useful information, as described in four categories of media gratification.
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.
Uses and Gratifications update
The document discusses the uses and gratifications theory of media use. It explains that this approach focuses on how people use media rather than how media affects people. It provides reasons for media use, including information seeking, learning, social interaction, entertainment, and personal identity. It also describes five dimensions of entertainment media: communal, aesthetic, dark, thrilling, and cerebral.
Claude Levi Strauss
Claude Levi Strauss was a pioneering French anthropologist and structuralist thinker. He believed that narratives are driven by conflicts between binary oppositions such as good vs evil. This theory helped establish structuralism as a concept. It also explains how media engages audiences through the use of protagonists, antagonists, conflict, and resolution. Levi Strauss' work is still influential for media students in understanding structuralism and deconstructing genres.
18:02:16 Photo-Shoot
An insight into how my shots were taken regarding the elements of wardrobe, hair and make-up, lighting, mise-en-scene, camera positioning and setting.
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Stuart Hall - Audience Positioning
Stuart Hall was a cultural theorist who developed a model for how audiences interpret mass media texts. The model suggests there are three ways of reading: the dominant reading where the audience fully accepts the intended message, the negotiated reading where the audience partly accepts it but modifies it based on their own views, and the oppositional reading where the audience rejects the intended message based on how it conflicts with their own social position. Hall was interested in how the media propagates ideologies and frames public debates by positioning audiences, and the concept that texts can have multiple meanings open to different interpretations.
Uses and gratification theory
Uses and Gratification Theory focuses on why audiences use media rather than how media affects people. It suggests audiences use films for entertainment, social interaction, personal identity, and information. Producers aim to entertain viewers and provide what audiences want to maximize profits. For a film targeting 16-25 year olds, this theory recommends focusing on entertainment and education through relatable characters to engage the social audience.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Uses and gratifications theory 2
Uses and Gratifications Theory posits that audiences are active, choosing media to fulfill needs rather than media passively influencing people. Katz identified four needs media can meet: escape from daily life, surveillance or information gathering, personal relationships, and personal identity. Regarding music media, it can provide escape through artist stories, surveillance of music news, personal relationships via social media discussions, and ways to develop personal identity by relating to genres.
Audience positioning
The document discusses audience theories and how audiences decode and make meaning from media texts in different ways based on factors like their social position, beliefs, and experiences. It explains that audiences can take a preferred reading by accepting the dominant meaning encoded in a text, a negotiated reading by accepting some aspects but disagreeing with others, or an oppositional reading by completely rejecting the ideology or messages of a text. Media producers aim to construct audiences and target them with preferred readings, but audiences actively make their own interpretations.
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.
Hypodermic syringe model
The hypodermic syringe model suggests that mass media has a direct and powerful effect on passive audiences by "injecting" them with messages. It views audiences as unable to resist media influence. The model was influenced by the rise of radio and TV, advertising/propaganda, and Hitler's use of media. The 1938 "War of the Worlds" radio broadcast, which caused a panic after people believed the fictional Martian invasion was real, became a classic example of the model's effects on a supposedly passive public.
Cc docu
Documentaries follow certain codes and conventions according to John Corner. They typically include observation footage showing an event as if the audience was present, interviews to provide different perspectives, and dramatization to further immerse the audience. During production, elements like music, interview techniques, and selective editing shape the overall message. Like other media, documentaries also have a beginning to introduce the topic, a middle to present evidence and conflict, and an end to resolve any doubts and leave the audience with a new perspective. However, they are not considered news programs and aim to explore issues in more depth through human experiences rather than opinions.
Hypodermic needle theory
The document discusses several theories of audience reception of media:
1) The hypodermic needle theory suggests audiences passively receive ideas injected by media without mediation.
2) The two-step flow model proposes ideas spread from media to opinion leaders then the wider population.
3) Uses and gratifications theory views audiences as active, consuming media to fulfill different needs like diversion, relationships, identity and surveillance. Blumer and Katz expanded on four functions identified by Wright Mills.
Hypodermic needle
The document discusses the hypodermic needle theory of mass communication, which suggests that media messages are directly injected into passive audiences, immediately influencing them. It notes that this theory from the 1930s is now considered outdated. The two-step flow model is presented as an alternative, in which opinion leaders influence the public rather than direct media effects. Lasswell's communication formula is also described as analyzing the basic questions of who communicates what through which channel to whom with what effect.
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.
Audience theory powerpoint
Audience theory examines how audiences interact with and understand media messages. Different audiences can interpret the same message in various ways based on their own knowledge and experiences. While some effects models argue media has significant influence over audiences, uses and gratifications theory contends that audiences are active and use media to fulfill certain needs. Reception theory further recognizes that audiences can decode meanings in dominant, negotiated, or oppositional ways depending on how their own views align with the encoded message.
Uses and gratification theory
The document discusses the Uses and Gratification Theory (UGT). UGT argues that people actively seek out specific media and content to fulfill predefined needs and obtain gratification. It views audiences as proactive in selecting media that meets their needs for information, entertainment, social interaction, and to relieve tension. The theory was developed in the 1970s and proposes that people use media to fulfill cognitive, affective, personal integrative, social integrative, and tension release needs. UGT differs from other theories by viewing audiences as active rather than passive in their media choices.
Active and passive audience theory
The document discusses three theories of audience behavior: the hypodermic syringe model which views audiences as passive and easily manipulated by media; the uses and gratifications model which sees audiences as active in using media to fulfill needs like escapism, information, social interaction, and identity; and reception theory which proposes that audiences actively decode media messages in different ways based on their own perspectives.
Media Effects
This document summarizes media effects research on violence, including the types of effects studied (negative like aggression, positive like pro-social behavior), historical context of the research, common hypotheses about media effects, and methods used in studies. Some of the key hypotheses discussed are social learning theory, desensitization, reinforcement of preexisting tendencies, and cultivation effects. Research methods covered include laboratory experiments, surveys, natural experiments, and longitudinal studies. The document also notes the prevailing public view that media have powerful effects on passive audiences.
The uses and gratification theory
The Uses and Gratification Theory proposes that people actively seek out specific media to satisfy certain needs. It focuses on understanding why and how audiences use media rather than how media affects people. The theory suggests people choose media to fulfill needs like information, personal identity, social interaction, and entertainment. It presents an audience-centered perspective on mass communication.
Media effects
The document discusses several theories about the potential effects of playing violent video games like Grand Theft Auto (GTA) and how people interact with media in general:
1. Hypodermic needle theory suggests media directly influences audiences in a passive way, like injecting ideas into them. However, other theories argue audiences are more active.
2. Uses and gratifications theory says people deliberately choose media to fulfill certain needs like information, entertainment, or social connection.
3. Cultivation theory proposes media's repetitive messages shape people's views over the long-term in a subtle, "drip by drip" manner.
4. Reception theory focuses on how audiences interpret and make their own
Unit 25 Assignment 2 Passive vs Active Audiences
This document discusses a media effects theory that suggests audiences passively consume media like having messages injected straight into their subconscious brains. This theory is often used to argue against certain media types, claiming their violent content will be replicated by consumers. However, another theory suggests audiences actively choose media to gratify individual needs, such as escape, social interaction, reflection, or finding useful information, as described in four categories of media gratification.
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.
Uses and Gratifications update
The document discusses the uses and gratifications theory of media use. It explains that this approach focuses on how people use media rather than how media affects people. It provides reasons for media use, including information seeking, learning, social interaction, entertainment, and personal identity. It also describes five dimensions of entertainment media: communal, aesthetic, dark, thrilling, and cerebral.
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Media Theory - Audience Representation Narrative Genre
Media Theory - Audience Representation Narrative Genre
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Claude Levi Strauss
Claude Levi Strauss was a pioneering French anthropologist and structuralist thinker. He believed that narratives are driven by conflicts between binary oppositions such as good vs evil. This theory helped establish structuralism as a concept. It also explains how media engages audiences through the use of protagonists, antagonists, conflict, and resolution. Levi Strauss' work is still influential for media students in understanding structuralism and deconstructing genres.
18:02:16 Photo-Shoot
An insight into how my shots were taken regarding the elements of wardrobe, hair and make-up, lighting, mise-en-scene, camera positioning and setting.
Magazine Genres
The most successful music magazines tend to cater to niche audiences who are dedicated and loyal. Magazines focused on specific genres like K-pop or instruments are popular with small but loyal fanbases. Magazines also do well targeting older audiences who are nostalgic for artists from decades past and use the magazines to stay connected to their musical past. Music magazines are declining overall as their content is now widely available online for free, making the cost of printing magazines a risky business investment.
'After Hours' - Screenplay
This is the finished screenplay for my A2 short film, 'After Hours'.
The film tells the story of a man who is trapped in the repetitive, mundane life of working a 9'til'5 job whilst trying to uphold his social class' reputation. He feels the pressures of the constructionist view of middle-class life and he can't keep up, leaving him depressed and lethargic.
In 'After Hours', Don begins his day like any other, enjoying the undisturbed moments with his daughter Libby, then having to accept the stressful reality of his ex-wife Jennifer and his Religious Education teaching job.
At school, he is frustrated by his more successful co-workers and by the arrogant kids who don't care for anything he is teaching; often choosing to teach them in other ways: through playing 'The Breakfast Club' repeatedly whilst he falls asleep on his desk.
Don's slumber is taken to a new level in 'After Hours' when he remains asleep past the ending bell and way into the evening. Don wakes at 8pm, confused, then startled at what he has done. Catching a glimpse at the caretaker who has just locked up and walked away, Don realises that he has been locked in the school overnight with no way of escape.
After Hours - Target Audience
The survey results showed that the target audience for the short film was mostly male aged 17-24, who identified as left-wing or apolitical and atheist/agnostic. They had an educational background ranging from high school to post-graduate degrees. They particularly enjoyed comedy, action, drama, and art films and listed escapism and humor as most important when watching movies. Their favorite characters tended to be individuals who suffered alone due to not fitting into mainstream society.
Media Regulation Case Studies - Royal Family
The document discusses media regulation regarding coverage of the British Royal Family. It provides several case studies: (1) Princess Diana's death in 1997 and the controversial photos published afterwards, which sparked a debate around regulating media intrusion into private lives. (2) Incidents involving Prince Harry, such as coverage of his time in Afghanistan and nude photos leaked in Las Vegas. (3) Claims of racist and sexist media harassment of Meghan Markle. The document also discusses issues with press intrusion into the private lives of Prince William, Kate Middleton, and their children. Overall, it examines debates around balancing media freedom with protecting public figures' personal privacy.
Contemporary Media Regulation
What is media regulation? Who regulates the media? What does the editorial code include? What is the public interest?
Representation in 'After Hours':Theory Revision
The document discusses several film and media theories and how they relate to the short film "After Hours". It summarizes how the film uses shortcuts to represent characters without lengthy introductions. It also examines how the film challenges social constructionist views of gender and success. Finally, it analyzes how the film's narrative structure fits Todorov's theory of narrative patterns and contains postmodern elements that critique modernist ideologies.
Leveson Inquiry Overview
The Leveson Inquiry was a judicial public inquiry into the British press's relationship with the public and ethics of their reporting in light of phone hacking scandals. It examined press practices and ethics and relationships with politicians and police. It called for a new independent regulatory body to replace the Press Complaints Commission. However, part 2, looking at police investigations into media organizations, was delayed due to ongoing criminal proceedings. The inquiry received over 5 million pounds but resulted in little meaningful change, upsetting many.
'Uncanned' Screenplay
This is the screenplay for 'Uncanned' that was co-written by my brother, James, and myself. The short film takes the 'Tuna Fish Monologue' from 'Laughing Wild', written by Christopher Durang. We have taken this piece and written it into a short scene, taking place in a youth self-help group in America.
Short Film Target Audience
In this slide-show, I look at the target audience of short film and assess who I will be aiming my own short film at during production.
Censorship and Regulation of the Internet
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SociologyExchange.co.uk Shared Resource
Content analysis is a method used by sociologists to analyze the content of mass media such as books, magazines, TV and film. It involves categorizing aspects of behavior portrayed in media and counting how frequently they appear. This allows researchers to identify patterns of behavior hidden from plain view. Content analysis can produce reliable quantitative data through standardized coding frameworks applied consistently. However, it also requires some subjective interpretation by researchers and does not provide insight into the meanings or impacts of behaviors on those portrayed or consuming the media. While representative samples are possible with enough resources, generalizing findings may be difficult given the diversity of media types.
Week 4 stereotypes
The document discusses stereotypes of teenagers in media representations. It summarizes Richard Dyer's theory that stereotypes reduce diversity to a few exaggerated characteristics applied to all members of a social group. The document also discusses how stereotypes can reinforce certain values and assumptions through selective portrayal in media. Several theories are presented on how stereotypes function as a media shorthand and how constant exposure can subtly influence audiences' attitudes over time through cultivation and cultural effects. Examples of common teenage stereotypes in films and television are provided.
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This file is related to Business Communication in which we study persuasive message of value,persuasive message of policy, persuasive message of speech. Types of evidence which are observation, interviews, survey data, experiments, personal experience.
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This document discusses various concepts relating to audience in media studies, including:
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- 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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The document discusses various sampling techniques used in statistical analysis and surveys. It defines sampling as selecting a representative subset of a population for determining characteristics of the whole population. When the population is small, a census covering the entire population can be conducted, but sampling is generally required due to resource constraints. An effective sample should be consistent, diverse, and selected transparently. The document will further explore different methods for constructing samples, such as simple random sampling and systematic sampling, and their relative pros and cons.
Media audience theory
This document provides information about the expectations and requirements for A Level Media coursework. It discusses three pieces of coursework that make up 50% of the second year: 1) a research investigation essay of 1400-1800 words focusing on genre, narrative or representation, 2) a practical print or video piece between 3-4 minutes that relates to the investigation, and 3) a 750 word evaluation analyzing the practical piece and linking it to the investigation. It provides examples of topics, requirements for each piece, as well as guidance on writing titles, referencing, and applying media theory to the investigation.
Presentation2
The document discusses several theories related to film direction, genres, audiences, and media reception:
- The auteur theory argues that directors impose their personal vision through consistent creative choices like camera work. Genre theory categorizes films based on shared iconography and cultural values.
- Audience theories range from the "effects model" where media directly influences passive audiences, to uses and gratifications where active audiences use media for needs like escapism.
- Reception theory holds that media texts are encoded with meanings that audiences may decode differently by accepting, negotiating, or opposing the intended meanings. Identification theory proposes audiences find stress relief by identifying with media characters.
ASSIGNMENT A - Special Subject Investigation for Creative Media Prodcution ready
This document is an assignment assessment report from Kolkata campus for the 1st year, 1st semester of 2015. It provides details of the assignment such as the module name, assessor's name, student's name, submission date, and expected outcomes. The report lists the assessment criteria of clarity, analytical thinking, research done, and formatting/presentation. It then provides the tasks for the student assignment on theories of genre/auteur, audience, feminism, areas of research, research methodology, and sources. The student's completed assignment addressing each task is also included. The report concludes with the assignment grading summary to be filled out by the assessor.
THEORETICAL RESEARCH
The document discusses several theories related to film directors, genres, and audiences. Regarding auteur theory, it explains that some French critics believe directors should impose their personal vision, like Alfred Hitchcock did with certain shots. Genre theory examines how films are categorized into genres based on iconography and cultural values. Audience theories range from the effects model where audiences passively receive messages, to uses and gratifications where audiences actively seek fulfillment from media.
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This document provides an overview of descriptive research and case study methodology. It defines descriptive research as collecting information directly from individuals, such as through surveys, interviews, or observations. Case studies are described as an in-depth analysis of a single subject, event, or group to explore causes and relationships. The document outlines different types of case studies and methods for data collection and analysis, including pattern matching, explanation building, and time series analysis. Limitations and best practices for case studies are also discussed.
IYI Research Methods.ppt
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Audience theory examines how audiences engage with media. There are three main theories: the effects model sees audiences as passive receivers manipulated by media producers; the uses and gratifications model views audiences as active in using media to fulfill needs like diversion or social interaction; reception theory analyzes how audiences can decode messages differently from how producers encode them, either accepting, negotiating, or opposing the dominant meaning. Studying audience theory helps understand the relationship between audiences and media texts.
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The document discusses several theories related to film directors, genres, audiences, and media reception:
1) The auteur theory argues that directors impose their personal vision through stylistic elements like camera work. Hitchcock is cited as an example who featured creative techniques.
2) Genre theory categorizes media based on shared iconography and cultural values. Genres help audiences decide what to watch and evolve over time with changing conventions.
3) Audience theories range from the effects model where messages are passively received, to uses and gratifications where audiences actively seek pleasures, to reception theory where messages can be interpreted differently.
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Audience theory research
The document summarizes several audience theory models:
1) The effects model views audiences as passive recipients of media messages. More recent models see audiences as more active.
2) Uses and gratifications theory sees audiences as active in selecting media to fulfill needs like entertainment and social interaction.
3) The active audience model recognizes that audiences can interpret media messages in different, sometimes opposing ways.
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Class Delivery Final.pptx
The document discusses different types of research reports, noting that a technical report emphasizes the methods used, assumptions made, and detailed findings and analysis, following a general outline that includes summarizing results, describing the study nature and objectives, methods employed, data collected and sources, analysis conducted, and conclusions drawn. It also briefly mentions other report types like progress reports that update on ongoing work and commercial reports aimed at non-specialists.
Research methodology Notes for B.com,BBA,MBA_Madurai Kamaraj University and f...
This PPT is designed to introduce students to the basic concepts of business research methods. This ppt material focuses on the research process in management research. It also focuses on the importance of selection of an appropriate research methods .It is concerned with understanding and application of the variety of research methods, This ppt is structured to cover f: a) nature of research, research design and planning; b) quantitative research design and data collection; d) data interpretation and analysis; and e) writing up research report. The module helps the student to critically examine issues of the selection of an appropriate research method and basic understanding of other research process
This PPt helps you to understand the Re search Methodlogy concepts like Introduction of Research, Research Problem, Literature review
Research types and process, Variables & Hypothesis
Data Collection Methods
Sampling Methods & Process
Scales & Scaling Technique
Data Processing
Analysis & Interpretation
Report Writing
For Unit wise notes use the below links
Unit-I
https://www2.slideshare.net/ManojKumar730/research-methodology-unitiresearch-and-its-various-process
Unit-II
https://www2.slideshare.net/ManojKumar730/research-methodology-unit-iidata-collection
Unit-iii
https://www2.slideshare.net/ManojKumar730/research-methodlogy-unitiiisampling
Unit-IV
https://www2.slideshare.net/ManojKumar730/research-methodlogy-unitivmeasurement-and-data-preperationfor-bbabcommba-and-for-other-ug-and-pg-students
Unit-V
https://www2.slideshare.net/ManojKumar730/research-methodlogy-unitvreseach-report-for-bcom-bba-mba-and-other-ug-and-pg-courses
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- 2. Theory Hypothesis Observation Confirmation/Rejection Deductive research is the process of attaining information from the theory towards your own acceptance of the theory. This is often described as ‘top- down logic’ as the research begins with a conclusion and explores that general conclusion to find the specific details which either support or disregard that conclusion. An example of this would be: The Social Representation Theory which is represented in the stereotype of rural English life in British Drama. This can be observed in TV programmes such as, Emmerdale and Heartbeat. As we can see that these programmes both follow the drama of an intimate community in a small rural village. The similar themes between these programmes would justify a personal confirmation of the Social Representation Theory. DEDUCTIVE METHODS
- 3. Observation Pattern Tentative Hypothesis Theory Whereas deductive research is the process of taking something vague and researching the details, inductive research is the process of taking something specific and deducting a general theory. For example: An observation could be that the audience of Working Title’s films are predominantly female, research would then tell the observer that the majority of the production company’s films are of the romantic comedy genre. We are then led to develop the tentative hypothesis that films with a heavily ‘romance’ based plot attract, and are subsequently aimed at, a female audience. This would land on the Audience Theory. INDUCTIVE METHODS
- 4. When researching there are two types of information which are used to deduct a conclusive hypothesis. QUANTITATIVE DATA This is research which can be measured; it deals with number based data. For example, this includes percentages, trends and basic viewing figures, etc. This form of data can be helpful to your own research as it can back up any argument with facts that can’t be argued against. QUALITATIVE DATA This form of data includes the study of social phenomena through action research. This comes in the form of case studies, textual analysis, interviews and questionnaires, etc. METHODOLOGY
- 5. Libraries The Internet Written Essays – Dissertations, Reviews, etc. Interviews Questionnaires/Surveys (in person, email, telephone) Talking With People RESEARCH METHODS & SOURCES