Uses and gratifications
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The Uses and Gratifications theory proposes that audiences actively engage with media to fulfill certain needs, rather than media passively influencing people. It suggests people purposefully select specific media formats and content to fulfill goals like diversion, social interaction, entertainment, and surveillance. However, some critics argue audiences have less control than the theory proposes, as large media corporations still dominate distribution.
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Uses of gratifications theory (2)
Uses and gratifications theory focuses on how audiences actively engage with media to meet their needs and gratifications. The theory was developed in the 1940s by Herzog and further expanded by theorists like Katz, Blumler, Laswell, and McQuail. It posits that audiences are not passive receivers of media messages but rather take an active role in choosing, interpreting, and integrating media into their lives. The approach suggests people selectively use different types of media to fulfill needs like information, social interaction, entertainment, and identity formation.
Uses & gratification theory
The Uses and Gratification Theory focuses on why and how people use media to satisfy needs and wants. It was introduced in 1974 and has three historical stages. The theory suggests that media users actively select media to fulfill needs like diversion, social interaction, identity, and surveillance. Critics argue it does not consider media influence and assumes free will, though its strength is emphasizing individuals' roles in media use.
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.
TV In the context of: “Uses and Gratification approach”
Uses & Gratifications approach arose originally in the 1940s and underwent a revival in the 1970s and 1980s. It presents the use of media in terms of the gratification of social or psychological needs of the individual (Blumler & Katz 1974). The mass media compete with other sources of gratification, but gratifications can be obtained from a medium's content (e.g. watching a specific program). Zillmann (cited by McQuail 1987: 236) has shown the influence of mood on media choice: boredom encourages the choice of exciting content and stress encourages a choice of relaxing content. The same TV program may gratify different needs for different individuals.
Uses and gratifications theory
The uses and gratifications theory proposes that audiences actively engage with media to fulfill certain needs. It was developed in the 1960s as scholars recognized that audiences were not passive but made choices about their media consumption. The theory was later expanded by Blumler and Katz who identified common motivations for media use like diversion from problems, social interaction, personal identity, and information gathering. Uses and gratifications theory has since been applied to new media and aims to understand why people choose certain media formats and content.
Cammi - Uses & Gratification Theory
Uses & Gratification Theory focuses on why people use particular media and what people do with media rather than what media does to people. It argues that people's needs influence how they use and respond to media. The theory was developed in the 1960s as media researchers became interested in what audiences did with media and how individuals actively consumed media to fulfill different needs and reasons. Blumer and Katz expanded on this theory in 1974, identifying specific purposes media can serve people such as diversion, personal relationships, identity, and surveillance.
Uses and gratification model
It discusses about the importance of the needs of people. How people are uses the media to fulfill their gratifications.
Uses and gratification theory-presentation
The document discusses uses and gratification theory (U&G theory), which states that audiences actively engage with media to fulfill certain needs rather than media having a passive influence. It provides the historical background of U&G theory from the 1920s onward and outlines key reasons for media use including information, personal identity, entertainment, integration and social interaction. It also discusses how U&G theory remains relevant today due to concepts like interactivity and asynchroneity and the development of new media.
Recommended
Uses of gratifications theory (2)
Uses and gratifications theory focuses on how audiences actively engage with media to meet their needs and gratifications. The theory was developed in the 1940s by Herzog and further expanded by theorists like Katz, Blumler, Laswell, and McQuail. It posits that audiences are not passive receivers of media messages but rather take an active role in choosing, interpreting, and integrating media into their lives. The approach suggests people selectively use different types of media to fulfill needs like information, social interaction, entertainment, and identity formation.
Uses & gratification theory
The Uses and Gratification Theory focuses on why and how people use media to satisfy needs and wants. It was introduced in 1974 and has three historical stages. The theory suggests that media users actively select media to fulfill needs like diversion, social interaction, identity, and surveillance. Critics argue it does not consider media influence and assumes free will, though its strength is emphasizing individuals' roles in media use.
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.
TV In the context of: “Uses and Gratification approach”
Uses & Gratifications approach arose originally in the 1940s and underwent a revival in the 1970s and 1980s. It presents the use of media in terms of the gratification of social or psychological needs of the individual (Blumler & Katz 1974). The mass media compete with other sources of gratification, but gratifications can be obtained from a medium's content (e.g. watching a specific program). Zillmann (cited by McQuail 1987: 236) has shown the influence of mood on media choice: boredom encourages the choice of exciting content and stress encourages a choice of relaxing content. The same TV program may gratify different needs for different individuals.
Uses and gratifications theory
The uses and gratifications theory proposes that audiences actively engage with media to fulfill certain needs. It was developed in the 1960s as scholars recognized that audiences were not passive but made choices about their media consumption. The theory was later expanded by Blumler and Katz who identified common motivations for media use like diversion from problems, social interaction, personal identity, and information gathering. Uses and gratifications theory has since been applied to new media and aims to understand why people choose certain media formats and content.
Cammi - Uses & Gratification Theory
Uses & Gratification Theory focuses on why people use particular media and what people do with media rather than what media does to people. It argues that people's needs influence how they use and respond to media. The theory was developed in the 1960s as media researchers became interested in what audiences did with media and how individuals actively consumed media to fulfill different needs and reasons. Blumer and Katz expanded on this theory in 1974, identifying specific purposes media can serve people such as diversion, personal relationships, identity, and surveillance.
Uses and gratification model
It discusses about the importance of the needs of people. How people are uses the media to fulfill their gratifications.
Uses and gratification theory-presentation
The document discusses uses and gratification theory (U&G theory), which states that audiences actively engage with media to fulfill certain needs rather than media having a passive influence. It provides the historical background of U&G theory from the 1920s onward and outlines key reasons for media use including information, personal identity, entertainment, integration and social interaction. It also discusses how U&G theory remains relevant today due to concepts like interactivity and asynchroneity and the development of new media.
Uses and Gratification theory
The Uses and Gratification Theory proposes that people actively seek out media to fulfill certain needs, and over time researchers have identified common reasons or gratifications that influence media selection, such as diversion, social interaction, and learning. The theory developed in three stages from 1944 to the present, with early work identifying gratifications for listening to soap operas and developing a formula for media selection, to later research grouping common uses of media and studying motivations for consuming different types of content.
Uses and Gratifications Theory
Blumler & Katz published a theory in 1974 proposing that individuals choose media to fulfill various needs such as diversion, personal relationships, personal identity, and surveillance. The uses and gratifications theory focuses on how active audiences interpret media to meet their needs. It can be applied to different media like television, music videos, and the internet. Viewers may use music videos for diversion, to connect with others, to relate to characters' identities and lyrics, and to learn about other cultures.
7 uses and gratifications theory
The document discusses the Uses and Gratifications theory, which examines why audiences use media and what needs they are fulfilling. It explains that audiences are motivated by desires like surveillance, personal identity, personal relationships, and diversion. The theory looks at how audiences are active in choosing media to satisfy these needs, rather than viewing audiences as passive recipients of media effects.
Uses & Gratification Theory in the 21st Century
A presentation on " Uses & Gratification" theory in the 21st Century , a paper written by Thomas Ruggiero
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.
Uses and gratification theory
The Uses and Gratifications Theory focuses on what audiences gain from media rather than how media affects them. It suggests that audiences are active in choosing media to fulfill needs like information, entertainment, social interaction, or escape. The theory proposes that people use different media sources to meet cognitive, affective, personal, social, and tension release needs. Modern applications continue to demonstrate how new media technologies allow audiences to gratify these various needs.
USES AND GRATIFICATION THEORY
This document discusses Uses and Gratification Theory, which focuses on why audiences choose different media and what needs they fulfill by doing so. The theory suggests audiences actively interpret media to meet needs like identity, education, entertainment, and social interaction. It provides examples of how music choices fulfill different needs. The theory is especially relevant today as new technologies like the internet allow people more control over and access to various media to meet their changing needs. However, some criticize it for oversimplifying media influence and not acknowledging its power in society.
Uses and gratifications model
The Uses and Gratifications model posits that people actively seek out media to fulfill specific needs like diversion, social interaction, and surveillance. It assumes audiences are not passive, but take an active role in interpreting and integrating media. The model suggests people use media competing for viewers' gratification. However, it has limitations in not considering how audiences interpret messages or other interpretation factors.
Audience uses and gratifications theory
The Uses and Gratifications Theory suggests that audiences actively seek out specific media to fulfill needs, rather than media directly influencing audiences. It proposes that media use fulfills needs of identity, education, entertainment, and social interaction. While it provides insights, it has been criticized for ignoring media's unconscious influence and not holding media accountable for its content. The theory evolved over three stages from the 1940s by examining why audiences select certain media and connecting motivations to gratifications received.
The uses and gratification theory
The uses and gratification theory was developed in 1974 by Blumler and Katz. It focuses on why people choose to use media rather than how media affects people. The theory proposes that individuals use media for information, personal identity, social interaction, and entertainment. As new media forms emerged, the reasons for using media have expanded beyond these core purposes.
Multi step flow theory
The multi-step flow theory proposes that ideas flow from mass media to opinion leaders and are then distributed more widely to the population, rather than the mass media directly influencing the public. It suggests communication flows through multiple "channels" with opinion leaders influencing others by interpreting information for them before it reaches the target audience. The theory depicts the flow of information as multi-step, with opinion leaders able to influence and be influenced by receivers in a two-way process, and notes the limitations of assuming direct influence from mass media.
Uses and Gratifications Theory
The document introduces the uses and gratifications theory, which focuses on why people use media rather than what media does to people. The theory proposes that audiences use media to fulfill needs and gratifications. It was first studied by Blumler and Katz in the 1940s and remains relevant today, though it has received some criticism for being difficult to determine gratifications and relying on surveys. Research into the uses and gratifications theory continues nonetheless.
Uses and gratifications theory
Uses and Gratifications Theory examines how audiences actively engage with media to fulfill various needs. It was developed by Blumler and Katz who argued that people's social and psychological origins generate expectations of media that lead to differential exposure patterns fulfilling needs and other consequences. The theory suggests that media use fulfills cognitive needs for knowledge, affective needs for emotion/pleasure, personal integrative needs for status/self-esteem, and social integrative needs for social interaction. The internet has expanded media options and allowed audiences more control over fulfilling these needs.
Effects Theory
The document discusses the Hypodermic Needle Theory, also known as the Effects Model, which assumes that audiences passively accept the messages that media producers intend to transmit. It notes this theory was more applicable before the rise of interactivity from Web 2.0. Examples are given showing how producers have used media to demonize certain groups. The document also discusses Theodor Adorno's views on popular culture and distraction, as well as an experiment by Albert Bandura which found that children will copy violent behaviors they see, supporting the theory that media can influence audiences.
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.
Audience Theory Introduction - Effects, Uses and Gratification, Reception
Overview of the common audience theories looked at for AS Media Studies:
Effects Theory
Uses and Gratification Theory
Reception Theory
This is not specific to any board, and can apply to Film Studies as well in certain cases.
Key Theories
The document discusses several theories related to how consumers engage with media:
- Uses and gratifications theory identifies 5 common reasons people use media - escapism, entertainment, surveillance, personal identity, and public relations.
- Media dependency theory proposes that people's need for media is influenced by their circumstances rather than a constant dependency, and that media helps with social integration.
- Other theories discussed include reception theory, dominant ideology/hegemony theory, Maslow's hierarchy of needs, and the two-step flow theory.
Two step flow theory
The two-step flow theory of communication was introduced in 1948 and proposes that information from mass media flows through two stages: first from media to opinion leaders, and then from opinion leaders to the general public. It was found that interpersonal interactions with opinion leaders, like friends and community members, had a stronger influence on public opinion than direct exposure to mass media. The theory suggests that most people are more influenced by the interpretations of opinion leaders than by the original media message. However, it has limitations as it diminishes the direct impact of media and does not account for two-way or reciprocal communication flows in the modern media landscape.
Uses and Gratifications Media Theory
A slideshow explaining the Uses and Gratifications Media Theory, also relating specifically to music videos and the internet's influence over audiences.
two step flow theory story
The two-step flow theory of mass communication asserts that information from media passes through two stages: first to opinion leaders who pay close attention to media messages, and then from opinion leaders to the broader public. Opinion leaders influence people's attitudes and behaviors by passing on both the actual media content as well as their own interpretations of it. The theory refined our understanding of how media influences decision-making compared to earlier views of direct effects, and helped explain why some media campaigns failed to change audiences. It was later succeeded by the multi-step flow theory.
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Uses and Gratification theory
The Uses and Gratification Theory proposes that people actively seek out media to fulfill certain needs, and over time researchers have identified common reasons or gratifications that influence media selection, such as diversion, social interaction, and learning. The theory developed in three stages from 1944 to the present, with early work identifying gratifications for listening to soap operas and developing a formula for media selection, to later research grouping common uses of media and studying motivations for consuming different types of content.
Uses and Gratifications Theory
Blumler & Katz published a theory in 1974 proposing that individuals choose media to fulfill various needs such as diversion, personal relationships, personal identity, and surveillance. The uses and gratifications theory focuses on how active audiences interpret media to meet their needs. It can be applied to different media like television, music videos, and the internet. Viewers may use music videos for diversion, to connect with others, to relate to characters' identities and lyrics, and to learn about other cultures.
7 uses and gratifications theory
The document discusses the Uses and Gratifications theory, which examines why audiences use media and what needs they are fulfilling. It explains that audiences are motivated by desires like surveillance, personal identity, personal relationships, and diversion. The theory looks at how audiences are active in choosing media to satisfy these needs, rather than viewing audiences as passive recipients of media effects.
Uses & Gratification Theory in the 21st Century
A presentation on " Uses & Gratification" theory in the 21st Century , a paper written by Thomas Ruggiero
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.
Uses and gratification theory
The Uses and Gratifications Theory focuses on what audiences gain from media rather than how media affects them. It suggests that audiences are active in choosing media to fulfill needs like information, entertainment, social interaction, or escape. The theory proposes that people use different media sources to meet cognitive, affective, personal, social, and tension release needs. Modern applications continue to demonstrate how new media technologies allow audiences to gratify these various needs.
USES AND GRATIFICATION THEORY
This document discusses Uses and Gratification Theory, which focuses on why audiences choose different media and what needs they fulfill by doing so. The theory suggests audiences actively interpret media to meet needs like identity, education, entertainment, and social interaction. It provides examples of how music choices fulfill different needs. The theory is especially relevant today as new technologies like the internet allow people more control over and access to various media to meet their changing needs. However, some criticize it for oversimplifying media influence and not acknowledging its power in society.
Uses and gratifications model
The Uses and Gratifications model posits that people actively seek out media to fulfill specific needs like diversion, social interaction, and surveillance. It assumes audiences are not passive, but take an active role in interpreting and integrating media. The model suggests people use media competing for viewers' gratification. However, it has limitations in not considering how audiences interpret messages or other interpretation factors.
Audience uses and gratifications theory
The Uses and Gratifications Theory suggests that audiences actively seek out specific media to fulfill needs, rather than media directly influencing audiences. It proposes that media use fulfills needs of identity, education, entertainment, and social interaction. While it provides insights, it has been criticized for ignoring media's unconscious influence and not holding media accountable for its content. The theory evolved over three stages from the 1940s by examining why audiences select certain media and connecting motivations to gratifications received.
The uses and gratification theory
The uses and gratification theory was developed in 1974 by Blumler and Katz. It focuses on why people choose to use media rather than how media affects people. The theory proposes that individuals use media for information, personal identity, social interaction, and entertainment. As new media forms emerged, the reasons for using media have expanded beyond these core purposes.
Multi step flow theory
The multi-step flow theory proposes that ideas flow from mass media to opinion leaders and are then distributed more widely to the population, rather than the mass media directly influencing the public. It suggests communication flows through multiple "channels" with opinion leaders influencing others by interpreting information for them before it reaches the target audience. The theory depicts the flow of information as multi-step, with opinion leaders able to influence and be influenced by receivers in a two-way process, and notes the limitations of assuming direct influence from mass media.
Uses and Gratifications Theory
The document introduces the uses and gratifications theory, which focuses on why people use media rather than what media does to people. The theory proposes that audiences use media to fulfill needs and gratifications. It was first studied by Blumler and Katz in the 1940s and remains relevant today, though it has received some criticism for being difficult to determine gratifications and relying on surveys. Research into the uses and gratifications theory continues nonetheless.
Uses and gratifications theory
Uses and Gratifications Theory examines how audiences actively engage with media to fulfill various needs. It was developed by Blumler and Katz who argued that people's social and psychological origins generate expectations of media that lead to differential exposure patterns fulfilling needs and other consequences. The theory suggests that media use fulfills cognitive needs for knowledge, affective needs for emotion/pleasure, personal integrative needs for status/self-esteem, and social integrative needs for social interaction. The internet has expanded media options and allowed audiences more control over fulfilling these needs.
Effects Theory
The document discusses the Hypodermic Needle Theory, also known as the Effects Model, which assumes that audiences passively accept the messages that media producers intend to transmit. It notes this theory was more applicable before the rise of interactivity from Web 2.0. Examples are given showing how producers have used media to demonize certain groups. The document also discusses Theodor Adorno's views on popular culture and distraction, as well as an experiment by Albert Bandura which found that children will copy violent behaviors they see, supporting the theory that media can influence audiences.
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.
Audience Theory Introduction - Effects, Uses and Gratification, Reception
Overview of the common audience theories looked at for AS Media Studies:
Effects Theory
Uses and Gratification Theory
Reception Theory
This is not specific to any board, and can apply to Film Studies as well in certain cases.
Key Theories
The document discusses several theories related to how consumers engage with media:
- Uses and gratifications theory identifies 5 common reasons people use media - escapism, entertainment, surveillance, personal identity, and public relations.
- Media dependency theory proposes that people's need for media is influenced by their circumstances rather than a constant dependency, and that media helps with social integration.
- Other theories discussed include reception theory, dominant ideology/hegemony theory, Maslow's hierarchy of needs, and the two-step flow theory.
Two step flow theory
The two-step flow theory of communication was introduced in 1948 and proposes that information from mass media flows through two stages: first from media to opinion leaders, and then from opinion leaders to the general public. It was found that interpersonal interactions with opinion leaders, like friends and community members, had a stronger influence on public opinion than direct exposure to mass media. The theory suggests that most people are more influenced by the interpretations of opinion leaders than by the original media message. However, it has limitations as it diminishes the direct impact of media and does not account for two-way or reciprocal communication flows in the modern media landscape.
Uses and Gratifications Media Theory
A slideshow explaining the Uses and Gratifications Media Theory, also relating specifically to music videos and the internet's influence over audiences.
two step flow theory story
The two-step flow theory of mass communication asserts that information from media passes through two stages: first to opinion leaders who pay close attention to media messages, and then from opinion leaders to the broader public. Opinion leaders influence people's attitudes and behaviors by passing on both the actual media content as well as their own interpretations of it. The theory refined our understanding of how media influences decision-making compared to earlier views of direct effects, and helped explain why some media campaigns failed to change audiences. It was later succeeded by the multi-step flow theory.
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Audience Theory Introduction - Effects, Uses and Gratification, Reception
Audience Theory Introduction - Effects, Uses and Gratification, Reception
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The Uses and Gratifications theory proposes that people actively seek out media and content to fulfill personal needs and desires. It focuses on why audiences use media rather than how media affects people. The theory views audiences as active, choosing media based on interests, background, and preferences to fulfill needs like information, entertainment, social interaction, and identity formation. Criticisms of the theory include that gratifications may be dependent on researcher input rather than subjects, different age groups have varying motivations, and self-reported data used in studies can be unreliable.
Audience Theory
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
Audience theories
The document discusses four main audience theories: the hypodermic needle model, two-step flow theory, uses and gratifications theory, and reception theory. The hypodermic needle model and two-step flow theory view audiences as passive, while uses and gratifications theory sees audiences as active in choosing media to fulfill certain needs. Reception theory argues producers encode hidden messages for audiences to decode.
Key theories
Uses and gratifications theory proposes that media use provides five key gratifications: escapism, entertainment, surveillance, personal identity, and public relations. Media dependency theory builds on uses and gratifications theory by arguing that people become dependent on media to meet needs like social integration based on their circumstances rather than an inherent need for media. Maslow's hierarchy of needs also supports how people can fulfill higher needs like esteem and self-actualization through social media use.
Audience theory slideshow
This document discusses several theories about how audiences interact with media:
1) The Hypodermic Needle Theory suggested media could passively change audiences' thinking, but it is now seen as too simplistic.
2) Uses and Gratification Theory argues audiences actively seek media to fulfill needs like diversion, social interaction, information, and identity.
3) Two Step Flow Theory proposes ideas spread from media to opinion leaders and then to the general public.
4) Reception Theory recognizes audiences actively interpret media based on social and personal factors, though encodings aim to guide interpretations.
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This document discusses the relationship between media producers and audiences. It begins by discussing how we should think about what people do with media rather than what media do to people. It then discusses two main concerns regarding how audiences engage with media texts: whether texts have a single meaning or multiple meanings, and what factors need to be considered in understanding a text's meanings. The document goes on to explain four communication theories - the hypodermic needle theory, reinforcement theory, uses and gratification theory, and two-step flow theory. It provides a brief overview of each theory, including their perspectives on audiences and influence.
Agenda setting theory
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Audience
An audience is a group of people that consume media texts. Media texts are created with an intended audience in mind. Audiences can be categorized by their demographics and psychographics.
Early audience theory, like the hypodermic needle model from the 1920s, suggested audiences passively accept media messages. However, the two-step flow theory proposed information spreads from media to opinion leaders to their associates, mediated by social influence. Later, uses and gratifications theory found individuals actively seek different functions from media, like diversion, relationships, identity, and information. Reception theory also noted interpretation depends on individual characteristics.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the real world.
Audience theories
The document summarizes several audience theories:
1) Cultivation theory suggests that heavy media and television viewers are more likely to have their attitudes and beliefs influenced by what they see.
2) Two-step flow theory proposes that media messages are less influential than personal communication, with opinion leaders receiving information from media and passing it to others.
3) Hypodermic needle model views the audience as passive and powerless to resist direct media messaging.
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.
Audience
The document discusses audience theory and how audiences interact with media texts. It describes several models of audience theory:
1) The hypodermic needle model from the 1920s which suggests audiences passively accept media messages.
2) The two-step flow model which challenges the hypodermic needle model by suggesting information flows from media to opinion leaders and then to other groups.
3) Uses and gratification theory which says individuals use media actively to fulfill different needs like diversion, social interaction, identity, and information.
4) Reception theory looks at how audiences interpret media texts based on their demographics and psychographics.
Audience
The document discusses audience theory and how audiences interact with media texts. It describes several models of audience theory:
1) The hypodermic needle model from the 1920s which suggests audiences passively accept media messages.
2) The two-step flow model which proposes information flows from media to opinion leaders and then to less active groups.
3) Uses and gratification theory which says individuals use media actively to fulfill different needs like diversion, relationships, identity and surveillance.
4) Reception theory looks at how audiences interpret media based on their demographics and psychographics.
The document also discusses how the hypodermic needle model relates to genres like horror but that it is an oversimplification
Audience
The document discusses several theories related to mass communication and media influence:
1) The two-step flow theory asserts that information from media moves in two stages - first to opinion leaders who then pass on their interpretations to others in their social networks.
2) Uses and gratifications theory focuses on what audiences do with media rather than what media does to people. It assumes audiences actively interpret and use media to fulfill needs.
3) Maslow's hierarchy of needs suggests people are motivated to fulfill basic physiological and safety needs before pursuing higher psychological and social needs.
Audience Consumption Theories - Sarah Holmes
The document discusses theories about how audiences consume media content, including both passive and active theories. The hypodermic needle theory views audiences as passive, believing media content directly influences them like an injection. In contrast, uses and gratifications theory sees audiences as active, selectively choosing media to fulfill needs like cognitive, affective, and social integration. Water cooler television provides examples of how soap opera plots can fulfill these needs and provide material for social discussion.
Audience theories hypodermic Needle Model
The Hypodermic Needle Model theory from the 1920s-1930s viewed audiences as passive receivers of media messages. It claimed the media could directly inject ideas into people's minds like a needle, making them think and act in certain ways without question. However, the theory was criticized and found to be outdated. Studies showed that personal communication and individual choice influenced people more than media alone. While some early broadcasts, like Orson Welles' 1938 "War of the Worlds," supported the theory by causing panic, it did not reflect how audiences interacted with media over the long term.
Audience consumption habits- Uses and Gratification
This document discusses Uses and Gratifications theory, which examines why people use media. The theory argues that people's needs influence how they use and respond to different media. It became apparent in the 1960s that audiences actively consume media for different reasons. Laswell suggested in 1948 that media served entertainment, correlation, surveillance, and cultural transmission functions. Blumer and Katz expanded on this in 1974, stating that people may expose themselves to media for diversion, personal relationships, identity, and surveillance. Uses and gratification theory suggests that media users actively choose and use media to fulfill their own needs and goals.
Mass communication theories
The document discusses several mass communication theories:
1) Spiral of silence theory explains how people remain silent when they feel their views are in the minority due to fear of isolation.
2) Two-step flow theory describes how information from media moves in two stages from opinion leaders to the general public.
3) Cultivation theory suggests that heavy television viewers' perceptions of social reality are influenced by what they see on television.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the world.
Media theories powerpoint 20 marker
This document summarizes several media theories:
- The hypodermic needle/magic bullet theory suggests media can directly influence audiences' thoughts and opinions.
- Cultivation theory argues heavy media exposure shapes viewers' beliefs about social reality.
- The two-step flow model proposes media's influence flows through influential figures to shape opinions.
- Uses and gratifications theory views audiences as active in choosing media that meets needs like entertainment or identity.
- Reception theory argues audiences decode media texts in dominant, oppositional, or negotiated ways.
- Moral panic theory describes how media can exaggerate issues to create hysteria and blame certain groups.
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Eval 4
The document discusses the various media technologies used by Ryan Soanes at different stages of his project. He used a MacBook for editing film and creating images, as well as an iPhone to take pictures and update his blog on the go. A DSLR camera was used to record high quality video and images. iMovie was the main software for editing film, while Photoshop was used to create ancillary materials. Blogger was the primary website for uploading and sharing work, and DaFont was used to download custom fonts. Social media helped gain audience feedback. Prezi was employed to create more visual presentations. The document also notes some negatives of technology such as accessibility, cost, and difficulty standing out due to increased competition online
Presentatioasdasdn2
Ryan Soanes gained audience feedback on his film project through various methods. He screened early versions of his film for his target audience to get their direct feedback, which helped him sculpt the final product. He also used social media, particularly YouTube, to learn demographics of viewers and get comments on how to improve. This online feedback allowed him to iterate his project whenever feedback was received. By incorporating the audience feedback at each stage, Ryan was able to progressively tailor and improve his front cover, magazine review, and short film to better match what his target audience wanted.
Evaluation 1
The document discusses how the creator of a short horror film used and challenged conventions of the genre in their film. They began by researching conventions like starting with equilibrium that is disrupted, using isolated woodland settings, portraying sympathetic protagonists and mysterious antagonists. While most horror films use low lighting, the creator challenged this by basing the film more in daylight. Screenshots compare scenes and characters to established horror films. The creator also compared their film poster and review to real examples, finding similarities in conventions like taglines, lighting and inclusion of key information. Further, they placed their mock magazine cover and review in real-world contexts to test if they seemed authentic.
Evaluation 1
The document discusses how the creator of a short horror film used and challenged conventions of the genre in their film. They started by researching conventions like using an initially happy setting that deteriorates ("equilibrium") and common character and location tropes. Their film adhered to some conventions like using a wooded setting and innocently dressed protagonist but challenged conventions like using more daylight lighting. Screenshots compare scenes and characters in their film to those in established horror films. The creator also compared their film marketing materials like the poster and title sequence to real horror films to show how they used genre conventions while developing their own style.
Magazine review
This document discusses conventions used in magazine film reviews. Some key conventions mentioned include using large still images from the film to catch the reader's eye, including branding at the top of the page, using a big bold title to identify the film, and providing a short summary verdict and rating at the bottom for readers who don't want to read the full review. The document analyzes examples of reviews that effectively employ conventions like full-page still images, eye-catching banners, and sections that give an overview of the critic's opinion.
Target Audience
The document discusses strategies for distributing a 3-minute short film online to reach the target 15-45 year old audience. It notes that websites like YouTube and Vimeo are good options as most viewers on those sites are under 30 and tend to watch short, viral videos of 3 minutes or less. The peak viewing times for short films online are 7-10pm when people are home from work or school and want to casually watch something without a large time commitment. People prefer watching short films online because it is free, uncensored, and can be viewed anytime on their schedule.
Horror Deconstructions
This document provides an analysis of horror movie posters. It summarizes that typical horror posters use ominous images blended into a black background with bold red text to attract attention. Key information like the movie title, distributors, and release date are prominently displayed following conventions. The document analyzes specific posters, noting effective techniques like mysterious antagonists and unsettling background images that create an atmosphere of fear.
Presentation1
The document outlines a student's proposal to create a short horror film. It will subvert some common horror conventions by not being set entirely in isolated areas and using flashbacks rather than a straightforward narrative. While sticking to elements like one main scary character, weapons, and gore, the film aims to challenge the genre in other ways. Research into typical horror techniques will inform the project, along with a promotional poster and magazine review.
Narrative theory
This document discusses narrative theory and Vladimir Propp's analysis of basic folk tale plots. [1] Propp analyzed Russian folk tales and identified character roles like the hero, villain, and donor that provide assistance. [2] He broke tales down into 31 defined functions or story events that typically occur. [3] For example, the hero receives a task from the princess' father and must overcome the villain, following a predictable sequence and role structure across many stories.
Evaluation 3
The document discusses the target audience for a proposed hip hop music magazine. The magazine would be aimed at people aged 14-20 who enjoy both mainstream chart hip hop music as well as discovering new up-and-coming artists. It also targets those interested in creating their own hip hop music, providing a platform to share mixes and tips. The magazine audience includes rebellious teens from tougher backgrounds who are drawn to hip hop, as well as outgoing individuals given hip hop's social nature and association with parties.
Evaluation 1
The document compares the media product (a magazine) to the conventions used in the popular music magazine Vibe. Some conventions that are similar include using a striking main image on the cover with eye contact with the reader, including the logo on the contents page, and using close-up images on plain backgrounds throughout. However, the media product uses a larger variety of fonts and colors while Vibe uses a consistent font and limited palette. The way artist names are displayed also differs, with the media product using bolder text.
Musicindustry
The music industry has consolidated over time and is now dominated by four major record labels: Universal Music, Sony Music, Warner Music, and EMI. EMI faced financial difficulties and was acquired by Universal and Sony in 2011. Sony Music grew through acquisitions and joint ventures to become the second largest music company. The major labels have diversified and also operate in film, television, and technology in addition to music. With the rise of digital downloads and streaming in the 21st century, the music industry has undergone significant changes as sales of physical formats have declined substantially.
Plan
This short document appears to be the beginning of a book or magazine. It contains a front cover page followed by a table of contents page and then a double page spread, which is likely the beginning of the first chapter or article. The document provides a brief overview of the initial structure and layout but does not include any substantial written content.
Deconstructions
This document appears to be about deconstructions and contains front covers, contents pages, and double page spreads. It includes introductory and navigational elements for a publication but does not provide substantial informational content in the brief excerpt.
Questionnaire Results
The questionnaire results show preferences for hip hop magazines including: most respondents listening to hip hop sometimes and being willing to pay £1-2, preferring a free gift over gossip or interviews, a simple or bright colour scheme, emphasizing the beat in the selling line, including a large picture over text on the front cover, recognizing NME or Q magazine logos, and exclusives driving magazine purchases. Respondents also preferred seeing slang language and images of males on the cover.
Media: Images/Front Covers/Logos
The document discusses ideas for improving a front cover including using strong images, covers that stand out, font and logo designs. It lists front cover and logos as potential areas to consider improving.
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Uses and gratifications
- 1. Uses & Gratifications e s an So n R ya
- 2. What’s it about The main idea of this theory is what people can do for media instead of what media does to people. It assumes that the audiences are not passive (like in the hypodermic needle theory) but have an active role in media and take everything in, in there own way. People choose what media they want to watch and how it affects them.
- 3. 1948 - Lasswell Media texts have certain functions; Surveillance Correlation Entertainment Cultural Transmission
- 4. Bulmer and Katz - 1974 Diversion - escape from everyday problems and routine Personal Relationships - using the media for emotional and other interaction Personal Identity - finding yourself in media and learning behavior and values from texts Surveillance - Find information that is useful to living such as weather, news and big events.
- 5. Criticism A lot of people have criticized this theory because they believe the pub doesn’t have as much control as this theory says that they do and it is still the big media cooperation's that control the majority of the media. We do have more control such as Sky it gives us control over what we each but it is limited because for example programs aimed at housewives will be played in the day