Uses and gratification theory
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Uses & Gratification Theory originated in the 1970s and focuses on the active audience and how individuals use mass communication rather than the sender and message. It explains that people actively seek out media to satisfy individual needs like building relationships, establishing identity, seeking distraction, and gaining information. The theory's core assumptions are that it explains the functions of media for people and societies, and that it aims to understand how people use media to satisfy needs, discover motives for media use, and identify the consequences of individual media consumption.
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The Uses and Gratifications Theory proposes that audiences consume media to fulfill four basic needs: diversion from everyday life, forming personal relationships, exploring personal identity, and learning about current events. The theory suggests that media exists to gratify these audience needs. It identifies companionship, social interaction, self-understanding, and surveillance of one's environment as the key needs that drive media consumption.
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Evaluation question 7
Looking back at your preliminary task, what do you felt you have learnt from that to your final product?
Evaluation question 6
The document discusses various technologies used in constructing a product and what was learned from using each one. It describes learning how to use a camera and its settings to take high quality photos. Photoshop allowed editing and adding effects to images, and learning new tools like the Camera Raw Filter and Burn Tool. YouTube provided inspiration and tutorials to improve skills with Photoshop. Blogger enabled uploading work and tracking progress to identify mistakes and areas for improvement. Other websites like Pinterest offered inspiration from professional products and allowed collecting references in a mood board.
Reception theory
Reception theory, created by Stuart Hall, suggests that texts are encoded with meaning by producers but audiences decode meaning based on their own social and cultural backgrounds, which can lead to different readings. These readings include the dominant reading where the message is fully accepted, the negotiated reading where parts are accepted and rejected, and the oppositional reading where the entire message is rejected.
Two step Flow theory
The two-step flow theory developed by Katz and Lazarsfeld suggests that information moves in two stages: first to opinion leaders who interpret the message, and then the interpretation is passed on to a wider audience along with the original content. This process between a media message and audience reaction is called personal influence.
Hypodermic needle theory
The hypodermic needle theory created by Katz and Lazarsfeld suggests that mass media has a direct and powerful effect on audiences by injecting messages that trigger a designed behavioral response, treating audiences as passive receivers of information without considering other cultural influences.
Propp’s character theory
The document outlines Vladimir Propp's character theory, identifying 8 main character archetypes in folktales: the Hero embarks on a quest and marries the Princess; the Villain aims to stop the Hero; the Princess is rescued and becomes the Hero's reward; the Donor gives advice or gifts to assist the Hero; the Helper arrives critically to support the Hero; the Father protects the Princess and tests the Hero; the False Hero pretends to be heroic; and the Dispatcher sends the Hero on their mission.
Todorov’s narrative theory
Todorov's narrative theory proposes that stories follow a 5 stage structure: an initial equilibrium is disrupted by a problem, leading to a period of realization and chaos as the problem is identified, followed by attempts to restore order by solving the problem, ultimately resulting in a new equilibrium that resolves the issue but differs from the original situation.
Levi Strauss’ theory
Levi-Strauss proposed that humans understand the world through systems of binary oppositions such as good vs evil, black vs white, and boy vs girl. He argued that narratives use these opposing concepts to create conflicts. Examples include binaries between peace and war, civilization and savagery, as well as domestic and foreign relations.
Barthes’ narrative codes
Barthes' narrative codes include the enigma code which creates mysteries within texts using clues but no clear answers, intriguing audiences. The action code sequences periods of action to excite audiences while adding suspense. The semantic code includes semes to suggest additional meanings and connotations. The symbolic code uses symbolism to create contrasts and greater meaning. The cultural code refers to external knowledge like science, history and culture.
Double page spread comparison
This document compares a double-page magazine spread the author created for their product to one made by Kerrang!. Both used a mid-shot as the dominant enlarged image taking up half the spread. They also included pull quotes and slugs. The main differences were the color schemes, with the author using black and red instead of Kerrang!'s black and pink, and the author's spread included a sub-image and no puff.
Genre
Culture magazines typically separate articles into sections by topic and include images and minimal text on the cover to direct attention to the main image. The contents page includes short, snappy text and sub-images with captions as well as staff credits and contact information in smaller type at the bottom or side. Double page spreads commonly have one or two small images and a simple color scheme to avoid distraction from the text and appeal to target audiences.
Media Conglomerates
The document summarizes several major media conglomerates:
- Time Warner is a global leader in television networks, film, and television entertainment.
- General Electric operates in power, oil/gas, aviation, healthcare and other industries and is among the largest and most profitable U.S. firms.
- Viacom has interests in cinema and cable television and is the world's sixth largest broadcasting and cable company.
- News Corp was spun off from 21st Century Fox and focuses on newspapers and publishing.
- The Walt Disney Company is the world's second largest broadcasting and cable company and operates TV networks, film studios, parks and resorts.
- Sony is a Japanese conglomerate focused on
Image research dp
The document discusses photographic styles across different music magazines. Kerrang! typically features full-page mid-shots or medium close-ups of band members, with direct eye contact and seductive or inviting expressions if looking at the camera, or chocolate box or catalogue expressions if looking away. If multiple people are photographed, one person is in front with others behind in different poses. Metal Hammer also uses full-page mid-shots at eye level, with direct eye contact and comic, seductive or catalogue expressions. The author's own magazine will feature mid-shots opposite articles, with models making direct eye contact through an invitational expression, at eye level under natural lighting.
Image research
The document discusses common conventions for album cover and magazine front cover photography. It notes that the dominant image usually features a direct gaze towards the viewer, uses dark colors and facial expressions that are seductive, invitational, aggressive or comic. While studios allow for controlled lighting and backgrounds, the author proposes doing a photoshoot outdoors for their magazine cover to give it a natural, mysterious look against a backdrop of foliage.
Institutional research
This document provides brief descriptions of several media companies: EMAP owns brands in industries like retail, health, and fashion; Condé Nast produces high quality print, digital, and video content for influential audiences; Nat Mags was a British magazine publisher established in 1910; IPC Media publishes over 350 million copies per year in the UK; Future Publishing publishes over 180 magazines in fields like video games and technology; and Bauer Media Group manages magazines, digital products, radio and TV stations across the world.
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Your Skill Boost Masterclass: Strategies for Effective Upskilling
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Uses and gratification theory
- 1. USES & GRATIFICATION THEORY BY MEGAN & SELENE
- 2. BACKGROUND Originated in the 1970s to stress the active audience and user (in opposition to typical studies which focused on the sender and the message).
- 3. CORE ASSUMPTIONS & STATEMENTS Explains the uses and functions of the media for individuals, groups and society. There are three objectives: 1. To explain how individuals use mass communication to gratify their needs. 2. To discover underlying motives in individuals’ media use. 3. To identify the positive and negative consequences of individual media use.
- 4. Audience members actively seek out the mass media to satisfy individual needs: Relationships // to build and develop relationships Identity // to establish identity Diversion // to seek out a distraction Surveillance // to learn and gain information