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 This outdated view has been disproven by more active audience theories.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
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
3. Audience
Audience Research: Looks at producing
evidence of the relationship between audience
and the media
Audience Theory: considers the different ways of
thinking about audiences
4. Key Theories
Post Modern Media Audience – active, constructs their own
meaning, will engage with the text, will not always accept
the messages/ values/ meaning of the text
Reception Theory Stuart Hall - audiences will interpret
texts in very different ways and not always how the
producers intend (an aspect of POMO that we have
already cover….)
Hypodermic Needle Theory – works on the theory that the
audience just accept what the Media is telling them.
Audience are passive
Uses & Gratifications Theory – works on the theory that
people watch Media for a variety of reasons and take what
they want from it – they are an active audience
6. Reception theory Stuart Hall
1980
Reception theory states that media texts are
encoded by the producer- they are loaded with
values and messages.
However, the text is then decoded by spectators.
However, different spectators will decode the text
in different ways, perhaps not in the way the
producer intended.
7. Reception theory Stuart
Hall
According to Hall, audience members adopt one of the
following three positions when they decode the text:
Dominant, or Preferred, Reading - how the producer
wants the audience to view the media text;
Oppositional Reading - when the audience rejects the
preferred reading, and creates their own meaning for the
text;
Negotiated Reading - a compromise between the
dominant and oppositional readings, where the audience
accepts parts of the producer's views, but has their own
views on parts as well.
8. Reception Theory
Lots of factors could affect whether we take the
dominant, oppositional or negotiated reading.
Life experience
Mood at the time of viewing
Age
Culture
Beliefs
Gender
9. Why might an audience
member…
… take the dominant position: clear messages in your video;
audience member is same age/ culture; your video is relevant to
modern society; your video has an easy to follow narrative; your
video deals with themes that are relevant to your audience;
audience member likes this style of music
… take an oppositional position: your video has difficult or
controversial themes; audience member disagrees with the
messages in your video; audience member dislikes this style of
music; your video has a complex narrative structure; your video
does not deal with themes in modern society; your video
references a previous era; audience member has different beliefs;
audience member is of a different age/ from a different culture.
… take a negotiated position: a combination of some of the above
e.g. audience member likes this style of music, is of the same age
as you and understands some of the messages, but the narrative is
complex and this inhibits full understanding
11. It's an outdated theory of communication that suggests that
an audience is helpless to the effects and messages of a
medium, such as television. The theory says that an audience
will absorb all of the intended information; they will
unknowingly believe anything they see. This theory was very
popular in the 1930s, especially after H.G. Wells' "War of the
Worlds" broadcast in 1938, but has since been disproven by
more modern theories.
Due to the knowledge being very slim in the 1930’s compared
to now you can comply with the fact the information was
taken in so easily, however a weakness of the theory now is
that people have built opinions before they have been given
the information to take in, therefore this theory isn’t as strong
as it used to be.
The Theory
12. Uses & Gratifications
Personal Relationships – talk to others about the
programme (bonding/ shared experience), care about
the characters within the text.
Surveillance – seeing what other people/ events are
like
Personal Identity – reflects your interest lifestyle e.g.
a car enthusiast may watch Top Gear. Help you to
feel ‘normal’
Escapism – watching something to feel better either
because it makes you laugh, captivates you or shows
your if as being better than the person on the TV.
13. How could your work be
analysed according to these
theories
Post Modern Media Audience
Reception Theory Stuart Hall
Hypodermic Needle Theory
Uses & Gratifications Theory