Uses and Gratifications
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Uses and Gratifications Theory focuses on what audiences do with media rather than what media does to people. It assumes that audiences are active, interpreting and integrating media into their own lives to meet their needs. People use different media sources to fulfill specific gratifications, and media competes with other information sources for viewers seeking to have their needs gratified.
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Audience theory
The document discusses the Uses and Gratification Model (UGT) theory of media effects. UGT focuses on understanding why and how audiences actively seek out specific media to satisfy needs, rather than how media passively influences people. The key findings of UGT are that audiences are active, goal-oriented users of media who choose media to fulfill needs, and audiences are best able to assess how media satisfies their needs. In contrast, the Hypodermic Needle Model views audiences as passive recipients of media messages that directly influence them.
Audience Theories
This document discusses different theories of how audiences interact with media. It describes passive audiences that accept media messages at face value versus active audiences that critically evaluate messages. Specific theories covered include the hypodermic needle theory of direct persuasion, cultivation theory of repeated influence over values, the two-step flow theory of opinion leaders mediating messages, and uses and gratifications theory of audiences seeking to fulfill needs from media. The document emphasizes that audiences can interpret media differently based on factors like age, culture, and personality.
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.
Week 3
Uses and gratifications theory posits that people actively seek out media to satisfy specific needs. It is an audience-centered approach that focuses on why and how people use media rather than how media affects people. The theory identifies five main categories of needs that drive media use: cognitive needs for knowledge, affective needs for emotions, personal integrative needs for credibility, social integrative needs for social interaction, and tension-free needs for escapism and relaxation. Maslow's hierarchy of needs also identifies basic needs like food and shelter that must be met, as well as higher psychological and self-fulfillment needs that can motivate 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.
Uses and gratifications theory presentation for COMM 2010
Uses and Gratifications Theory examines why and how people actively seek out specific media to satisfy needs. It attempts to explain the uses and functions of media for individuals, groups, and society. The theory posits that people use media sources to fill voids or satisfy needs like relaxing, passing time, entertainment, communicating with friends, or staying up to date. Critics argue there are too many meanings associated with key terms, and questionnaires are not reliable. The theory aims to understand how media gratifies needs, uncover motives for use, and identify consequences of use.
Media Audiences
The document summarizes several theories related to media audiences:
- Maslow's hierarchy of needs proposes that basic physiological needs must be met before higher-level needs.
- Passive audience theory suggests audiences directly receive media messages and are influenced without response.
- The hypodermic needle model views audiences as directly and powerfully impacted by media like advertisements.
- Cultivation theory examines television's long-term influence on viewers' perspectives without their awareness.
- The two-step flow theory proposes opinions spread from media to opinion leaders and then to others.
- Active audience and reader response theories see audiences as interpreting media based on their own experiences.
- Uses and gratifications model focuses on what audiences do with
Uses and gratification model
It discusses about the importance of the needs of people. How people are uses the media to fulfill their gratifications.
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The document discusses the Uses and Gratification Model (UGT) theory of media effects. UGT focuses on understanding why and how audiences actively seek out specific media to satisfy needs, rather than how media passively influences people. The key findings of UGT are that audiences are active, goal-oriented users of media who choose media to fulfill needs, and audiences are best able to assess how media satisfies their needs. In contrast, the Hypodermic Needle Model views audiences as passive recipients of media messages that directly influence them.
Audience Theories
This document discusses different theories of how audiences interact with media. It describes passive audiences that accept media messages at face value versus active audiences that critically evaluate messages. Specific theories covered include the hypodermic needle theory of direct persuasion, cultivation theory of repeated influence over values, the two-step flow theory of opinion leaders mediating messages, and uses and gratifications theory of audiences seeking to fulfill needs from media. The document emphasizes that audiences can interpret media differently based on factors like age, culture, and personality.
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.
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Uses and gratifications theory posits that people actively seek out media to satisfy specific needs. It is an audience-centered approach that focuses on why and how people use media rather than how media affects people. The theory identifies five main categories of needs that drive media use: cognitive needs for knowledge, affective needs for emotions, personal integrative needs for credibility, social integrative needs for social interaction, and tension-free needs for escapism and relaxation. Maslow's hierarchy of needs also identifies basic needs like food and shelter that must be met, as well as higher psychological and self-fulfillment needs that can motivate 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.
Uses and gratifications theory presentation for COMM 2010
Uses and Gratifications Theory examines why and how people actively seek out specific media to satisfy needs. It attempts to explain the uses and functions of media for individuals, groups, and society. The theory posits that people use media sources to fill voids or satisfy needs like relaxing, passing time, entertainment, communicating with friends, or staying up to date. Critics argue there are too many meanings associated with key terms, and questionnaires are not reliable. The theory aims to understand how media gratifies needs, uncover motives for use, and identify consequences of use.
Media Audiences
The document summarizes several theories related to media audiences:
- Maslow's hierarchy of needs proposes that basic physiological needs must be met before higher-level needs.
- Passive audience theory suggests audiences directly receive media messages and are influenced without response.
- The hypodermic needle model views audiences as directly and powerfully impacted by media like advertisements.
- Cultivation theory examines television's long-term influence on viewers' perspectives without their awareness.
- The two-step flow theory proposes opinions spread from media to opinion leaders and then to others.
- Active audience and reader response theories see audiences as interpreting media based on their own experiences.
- Uses and gratifications model focuses on what audiences do with
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It discusses about the importance of the needs of people. How people are uses the media to fulfill their gratifications.
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This document discusses two key audience theories - the hypodermic syringe theory and uses and gratifications theory. The hypodermic syringe theory views audiences as passive, believing whatever they see in media without questioning it. The uses and gratifications theory sees audiences as active, consuming media to fulfill certain needs like diversion, social interaction, identity formation, and information gathering. The document analyzes these theories in more depth by exploring their key assumptions and implications for how audiences might respond to different types of media content.
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The uses and gratifications theory examines how audiences actively engage with media to fulfill various needs. It posits that people use media selectively to satisfy underlying motives like diversion from problems, social interaction, personal identity and surveillance of one's environment. The theory focuses on what audiences do with media rather than what effects media has on people. It suggests media consumption aims to fulfill four needs - diversion, personal relationships, identity, and awareness of one's surroundings.
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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.
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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.
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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.
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Learning outcome three
The document discusses different theories about how audiences interact with and are influenced by media. It describes the uses and gratifications theory, which proposes that audiences actively seek out media to fulfill needs like acquiring information. It also outlines the hypodermic needle theory, where media directly injects ideas into passive audiences. Additionally, it discusses theories about active versus passive audiences, and whether people critically engage with media or just accept messages. Examples provided relate these theories to how documentaries aim to inform audiences and how North Korea controls media seen by its people.
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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.
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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.
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The Uses and Gratification Theory proposes that people actively seek out specific media and content to fulfill needs like diversion, social interaction, personal identity, and staying informed. It assumes that audiences interpret media based on their own lives and choose media that meets their needs. The theory focuses on how people use media in their daily lives to fulfill various gratifications.
Jo 2003 The Portrayal Of Public Relations In The News Media
This study analyzed over 300 news stories from major newspapers and television networks that contained the term "public relations" between 1998-2001. The study found that public relations was primarily portrayed as image and reputation management (51.8% of stories) and persuasion efforts (25.1% of stories). Additionally, negative connotations of public relations prevailed in the news stories, with image and reputation management being the most common function attributed to public relations. The results suggest journalists perceive public relations as primarily focused on promoting favorable images rather than relationship management.
Knowledge gap theory
The Knowledge Gap Theory proposes that as the amount of information from mass media increases, those with higher socioeconomic status will gain knowledge at a faster rate than those with lower socioeconomic status, widening the gap in knowledge between the two groups. It predicts that both high and low SES groups will increase knowledge but high SES groups will increase more. Possible reasons for the knowledge gap include communication skills, existing knowledge, social contacts, selective exposure, and how media targets certain markets. While knowledge gaps may occur, they are not permanent, and can be reduced by certain conditions in content, channels, social factors, community structures, and individual motivation. The theory has been criticized for its traditional view of communication and for not ensuring the knowledge
Audience theories
This document discusses two key audience theories - the hypodermic syringe theory and uses and gratifications theory. The hypodermic syringe theory views audiences as passive, believing whatever they see in media without questioning it. The uses and gratifications theory sees audiences as active, consuming media to fulfill certain needs like diversion, social interaction, identity formation, and information gathering. The document analyzes these theories in more depth by exploring their key assumptions and implications for how audiences might respond to different types of media content.
Bulmer and katz
The uses and gratifications theory examines how audiences actively engage with media to fulfill various needs. It posits that people use media selectively to satisfy underlying motives like diversion from problems, social interaction, personal identity and surveillance of one's environment. The theory focuses on what audiences do with media rather than what effects media has on people. It suggests media consumption aims to fulfill four needs - diversion, personal relationships, identity, and awareness of one's surroundings.
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.
Exploring the Links between Media Literacy, Propaganda and Radicalization
Professor Renee Hobbs shows how critical thinking about contemporary propaganda may help to address the problem of extremism around the world.
Media dependency theory presentation
The Media Dependency Theory proposes that the more dependent an individual is on media to have their needs met, the more important media will be to that person. The theory was developed by Sandra Ball-Rokeach and Melvin DeFleur and is widely applicable today given society's overwhelming use of media. There is debate around what exactly causes media dependency, with some pointing to factors like age, occupation, or geographic location.
Media Priming Theory
An extension of Agenda Setting theory.
It explains the media Images mold the mind of audience and helps n Decision Making Process.
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.
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.
Cultivation theory and Priming theory
The document discusses two social media theories: Cultivation Theory and Priming Theory. Cultivation Theory proposes that heavy television exposure shapes peoples' perceptions of social reality over time. Priming Theory suggests that media provides frames of reference that influence how audiences interpret subsequent messages. The document also provides examples and critiques of each theory, noting limitations such as not considering meaning across different media genres and audiences' perspectives.
Learning outcome three
The document discusses different theories about how audiences interact with and are influenced by media. It describes the uses and gratifications theory, which proposes that audiences actively seek out media to fulfill needs like acquiring information. It also outlines the hypodermic needle theory, where media directly injects ideas into passive audiences. Additionally, it discusses theories about active versus passive audiences, and whether people critically engage with media or just accept messages. Examples provided relate these theories to how documentaries aim to inform audiences and how North Korea controls media seen by its people.
Social Media In Healthcare How To Communicate With Impact #MASCC19
Marie Ennis-O'Connor is a social media strategist who is passionate about using social media in healthcare. The document discusses how patients are using social media and the internet to research their medical conditions, and how healthcare providers can leverage social media to engage with patients and disseminate credible health information. It provides tips on developing a social media strategy, including determining goals, defining the target audience, choosing appropriate channels, creating compelling content, and measuring the impact. The overall message is that social media is an important tool for healthcare professionals to connect with patients and join online health discussions.
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.
Audience theorists
David Gauntlett is a British media theorist who specializes in studying contemporary media audiences. In his 2007 work "Media Studies 2.0", he argues that the categories of "audiences" and "producers" have become blurred due to websites that allow users to create and share content, like YouTube. This gives audiences more control over their identity and influence. Uses and Gratifications Theory focuses on what audiences do with media rather than what media does to people. It posits that audiences actively seek out specific media to fulfill needs and gratifications, rather than passively receiving media. Media dependency theory extends this by arguing that people become more dependent on media sources that fulfill their important needs and goals.
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.
The Knowledge Gap
Carmen Neghina & Alina Oprea
Overview of the Knowledge Gap theory, developed by Tichenor. Analysis, criticism and recommendations
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Audience theories - A2 Media
This document discusses three theories of how audiences interact with media texts: the effects model, uses and gratifications model, and reception theory. The effects model argues that media texts directly influence passive audiences. The uses and gratifications model positions audiences as active users who choose media to fulfill needs. Reception theory, developed by Stuart Hall, recognizes that audiences can interpret meanings in a text differently than intended by producers.
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Uses and gratifications theory
The Uses and Gratifications theory views audiences as active in their media consumption choices. It posits that people select media to fulfill certain needs and gratifications. The theory assumes audiences are goal-oriented in their selections and can articulate the reasons behind their choices. It also acknowledges that media compete with other sources for fulfilling needs. Common gratifications sought from media include information, entertainment, social interaction, and escape from problems. The degree to which media gratify the reasons people seek them (gratifications sought vs. gratifications obtained) determines audience satisfaction. Media dependency theory extends this by arguing people rely more on media that fulfill important goals and needs.
Blumler and katz
The Uses and Gratifications Theory focuses on what audiences do with media rather than what media does to people. It assumes that audiences are active, interpreting media to meet their needs rather than being passive recipients. People use media to fulfill gratifications, and media compete for viewers based on their ability to provide gratification. The theory follows a model where social and psychological factors motivate needs, which lead people to seek out certain media expecting it will fulfill those needs.
Uses and Gratifications Theory
Uses and Gratifications Theory posits that audience members actively seek out media to meet specific needs or gratifications, rather than media having direct influence over people. It focuses on what people do with media rather than what media does to people. The theory suggests people use media to fulfill needs like social interaction, entertainment, education, and identification. Critics argue it does not fully recognize media's unconscious influence over views and that media can manipulate audiences. However, it may be more applicable today as the internet allows more freedom and control over media consumption.
Media Theories.
The document discusses several media theories:
- Effects theory argues that media has direct effects on audiences, potentially manipulating them
- Uses and gratifications theory examines what audiences do with media to fulfill needs
- Reception theory views audiences as active interpreters of media texts based on their social and cultural backgrounds, leading to varied readings of the same text.
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Uses and Gratification Theory
Uses and Gratification Theory focuses on what audiences do with media and how they use it to fulfill needs, rather than what effect media has on people. It proposes that audiences actively seek out specific media sources to satisfy needs, such as staying informed for social conversations. The theory follows a model where social and psychological factors motivate media use, which leads to certain expectations of media and eventual gratification. A related theory is media dependency theory, which explores how people rely on media to fulfill goals.
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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.
Uses and Gratification Theory
The Uses and Gratification Theory proposes that people actively seek out media to meet personal needs and interests. It focuses on what people do with media rather than the media messages themselves. The theory views audiences as active in their media consumption, interpreting and integrating media into their own lives based on their thoughts, ideas, and experiences. Critics argue that the theory is too favorable to media and does not acknowledge the potential for unconscious media influence over audiences. It may better describe modern media consumption with more options that allow people more control over what they access.
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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.
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The document discusses several theories related to mass communication and media influence:
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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.
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The document discusses uses and gratifications theory (UGT), which is an audience-centered approach to understanding why people use media. UGT focuses on what people do with media rather than what media does to people. The key assumptions of UGT are that audiences are active, media use is goal-oriented, audiences choose media that meet their needs, and audiences interpret media in their own way. The document also discusses how scholars like Blumler and Katz expanded on UGT over time to better capture how audiences are active and the various needs people may use media to fulfill, such as cognitive, affective, and social integration needs.
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The document discusses several theories related to audience and media consumption:
1) Uses and gratifications theory focuses on why and how people actively seek out media to satisfy needs, rather than what media does to people. It assumes audiences are active in interpreting media.
2) Stuart Hall's encoding/decoding model examines how producers encode meanings in texts and how audiences can correctly decode, misdecode, or oppose the meanings.
3) The effects theory examines how media can influence behavior but was critiqued for viewing audiences as too passive, unlike uses and gratifications theory which sees audiences as active.
Why do people watch music videos
The document discusses the Uses and Gratifications Theory, which proposes that audiences actively select media to fulfill certain needs. The theory focuses on what people do with media rather than what media does to people. It suggests that people choose media sources that provide identification with role models, education, entertainment, and social interaction. As an example, the document notes that people often select personal music not just based on mood but to fulfill needs like empowerment or social consciousness.
Audience theory
The document discusses several theories related to media and audiences:
- The hypodermic needle theory suggests media has a direct and powerful effect on audiences by "injecting" them with messages to trigger a desired response.
- Uses and gratification theory focuses on what audiences do with media rather than what media does to people. It proposes that audiences actively interpret media to meet their needs and gratifications.
- Reception theory describes dominant, oppositional, and negotiated readings of media. Dominant readings accept the meaning, while oppositional readings oppose it and negotiated readings reinterpret it to fit their own views.
- Two-step flow theory holds that opinion leaders first receive media messages and then pass on their own
dependency theory and Uuses and gratification
The document discusses two media theories: Uses and Gratifications Approach and Dependency Theory. The Uses and Gratifications Approach, introduced in the 1970s, views audiences as active users who seek out specific media and content to fulfill personal needs and gratifications. Dependency Theory, developed in 1976, proposes that people in modern societies rely on mass media for information needed to make daily decisions, and dependence increases as media serves more needs. Both theories are evaluated based on criteria like logic, consistency, testability, and simplicity.
uses and grats and dependency theory
The document discusses two media theories: Uses and Gratifications Approach and Dependency Theory. The Uses and Gratifications Approach, introduced in the 1970s, views audiences as active users who seek out specific media and content to fulfill personal needs and gratifications. Dependency Theory, developed in 1976, proposes that people in modern societies rely on mass media for information needed to make daily decisions, and dependence increases as media provides more central functions. Both theories are evaluated based on criteria like logic, consistency, testability, and simplicity, though they have also received some criticism for assuming audiences are completely active without media influence.
Blumler and katz
The document discusses Uses and Gratifications Theory, which focuses on what audiences do with media rather than what media does to people. It posits that audiences are active, interpreting media to meet their needs rather than being passive recipients. People may seek out media to fulfill needs like feeling informed in social situations. Motivations and expectations drive media exposure and ultimately gratification. The theory has been extended by Media Dependency Theory, which argues people rely more on media that meets many needs versus few. Dependency is influenced by available alternatives, with less dependency when more options exist. Uses and Gratifications rejects the hypodermic needle model that people are helpless victims of media's influence.
2. Media audiences
This document discusses media audiences and how media products are targeted towards specific audiences. It explains that the target audience is the specific group a product is aimed at. Media companies research audience demographics and psychographics to better understand the behaviors and traits of potential audiences. The document also summarizes several theories of how audiences interact with media, including the hypodermic model which views audiences as passive, the two-step flow theory which proposes opinions spread from media to opinion leaders to the wider audience, and uses and gratification theory which sees audiences as active users selecting media to fulfill certain needs.
People and Media
Disclaimer:
Background pictures and Information doesn't belong to the account holder. The photos are search from google while the information have been cited at a k-12 program book entitled:
MEDIA AND INFORMATION LITERACY (Module 11)
Exclusively published and distributed by
DIWA LEARNING SYSTEM INC
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Author: Boots C. Liquigan
I hope this will help in your learning and activities but please cite the book. Thank you!
Uses and gratifications
This document summarizes the Uses and Gratifications theory, which considers how audiences actively use media to fulfill needs and gratifications rather than viewing audiences as passive recipients of media effects. The theory posits that audiences seek out specific media messages to fulfill existing needs in areas like information, personal identity, social interaction, and entertainment. It has been criticized for assuming media can satisfy needs rather than considering media may not actually provide gratification or that needs may be shaped by media exposure.
Key audience concepts
The document discusses several theories of how audiences interact with and understand media. The Hypodermic Needle Model views audiences as passive receivers of media messages, while the Uses and Gratifications Model sees audiences as actively using media to fulfill needs. The Influence Model recognizes that audiences interpret media through shared frameworks. Recently, the Re-mediating Audiences theory has emerged, noting that audiences now help create user-generated content and shape media texts through participation.
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.
How Audiences Respond to Media Products
The hypodermic needle theory from the early 1920s suggests that mass media can easily influence a large audience without challenge. It views the audience as passive receivers of messages directly injected into their minds by media producers, immediately affecting behavior. It does not account for individual differences in how people analyze and respond to media messages.
Audience theory task 3
The document discusses three theories of audience reception:
1) The hypodermic needle model views audiences as passive receivers of media messages. It is now largely disproven.
2) Uses and gratifications theory sees audiences as active in interpreting media based on their needs and interests.
3) Reception theory examines how audiences decode and make meaning from media messages based on their own experiences and perspectives, which can include accepting, negotiating, or opposing the encoded message.
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