Uses and Gratifications Theory
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The document discusses the audience theory proposed by Blumler and Katz in 1974. This theory suggests that the audience controls what media produces in order to ensure its success. There are four criteria for audience satisfaction with media: diversion from daily life, surveillance of helpful or interesting information, finding personal identity through media representations, and using media for social relationships and conversation topics. The document provides examples of how a magazine called NME satisfies these criteria for its audience.
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Research - Uses & gratifications theory
The Uses & Gratifications Theory suggests that audiences actively seek out media to fulfill certain needs, such as diversion from problems, a sense of companionship from media personalities, understanding their self-identity, and learning about their surrounding world. The document gives examples of how a magazine content page could provide diversion through entertainment, enable surveillance of music industry news to share with friends, and allow readers to learn about bands and develop their personal identity through subscription.
Uses and gratification
The uses and gratification theory suggests that media users actively select media to fulfill certain needs. There are four basic needs: diversion, personal relationships, personal identity, and surveillance. Diversion fulfills the need to relax and escape daily life. Personal relationships involve using media for companionship and social groups. Personal identity relates to learning about oneself through media portrayals. Surveillance satisfies the need to stay informed about events and celebrities. Magazines like Q can fulfill these needs for teenagers - diversion through celebrity gossip, personal relationships by staying up-to-date with friends, personal identity through featured opportunities, and surveillance of latest celebrity news.
Stuart Halls
Stuart Hall's Uses and Gratification Theory proposes that there are four main reasons people consume media: diversion, to escape from everyday life; information, to learn from sources like newspapers and magazines; socialization, to engage in conversations that influence shared media experiences; and self-discovery, to find new interests and learn about oneself through cultural texts like movies and books.
Institutions
Institutions that could potentially publish and distribute a new music magazine include IPC Media/TimeInc, Bauer Media, Wenner Media, and Freeway Press Inc. IPC Media/TimeInc is an international publisher distributing over 350 million copies annually across 80+ countries. Bauer Media publishes over 80 brands including music magazines like Kerrang! and Q that target audiences similar to the proposed magazine. Wenner Media founded Rolling Stone and focuses on music and related social issues. Freeway Press targets more underground audiences as a smaller, independent publisher.
How do audiences read media texts
The document discusses different theories around how audiences engage with media texts:
1) Early theories viewed audiences as passive, believing all messages without thinking critically (the "hypodermic needle" effect). This underestimated audiences' abilities.
2) Stuart Hall's encoding/decoding model sees the audience as active - they make their own interpretations depending on factors like identity and opinions. Texts have no set meaning.
3) Reception theory focuses on the audience role in interpreting texts. Hall identified preferred, negotiated, and oppositional readings audiences can have.
4) Later theories see audiences as even more active, selectively engaging with media and picking aspects to incorporate into their identities (the "pick and mix"
Blumler and katz (1974)
The Uses and Gratification Theory proposed by Blumler and Katz suggests that people use various media forms to satisfy four basic needs: 1) the need to escape from everyday life, 2) the need to gather information about people and events, 3) the need to form relationships with like-minded people, and 4) the need to develop a sense of personal identity. Magazines and other media can provide escapism from readers' daily lives by immersing them in celebrity stories. They also supply information about people and events readers are interested in. Forums allow readers to bond with others over shared interests and opinions. Identifying with particular artists or genres helps readers define their personality.
Question 3
The document discusses potential distributors for a print magazine focused on musicals. It interviews a 16-year-old cousin who enjoys seeing musicals occasionally. It considers both online and physical distribution options. While the format would be similar to other magazines, the content focusing specifically on musicals would make it unique within its genre. Initially, an independent company may publish it for a niche audience, but over time it could grow and be acquired by a larger conglomerate publisher of related music magazines.
COMM 101 INTRO WCC
This document provides an overview and syllabus for Professor Eric Luther's COMM 101: Understanding Mass Media course. It outlines the course objectives to introduce students to the basics of mass media and develop their media literacy skills. The document discusses the course topics, assignments, grading structure, materials, and policies. It also provides background on mass media channels and messages, the influence of technology and convergence on media, and possibilities for future media channels.
Recommended
Research - Uses & gratifications theory
The Uses & Gratifications Theory suggests that audiences actively seek out media to fulfill certain needs, such as diversion from problems, a sense of companionship from media personalities, understanding their self-identity, and learning about their surrounding world. The document gives examples of how a magazine content page could provide diversion through entertainment, enable surveillance of music industry news to share with friends, and allow readers to learn about bands and develop their personal identity through subscription.
Uses and gratification
The uses and gratification theory suggests that media users actively select media to fulfill certain needs. There are four basic needs: diversion, personal relationships, personal identity, and surveillance. Diversion fulfills the need to relax and escape daily life. Personal relationships involve using media for companionship and social groups. Personal identity relates to learning about oneself through media portrayals. Surveillance satisfies the need to stay informed about events and celebrities. Magazines like Q can fulfill these needs for teenagers - diversion through celebrity gossip, personal relationships by staying up-to-date with friends, personal identity through featured opportunities, and surveillance of latest celebrity news.
Stuart Halls
Stuart Hall's Uses and Gratification Theory proposes that there are four main reasons people consume media: diversion, to escape from everyday life; information, to learn from sources like newspapers and magazines; socialization, to engage in conversations that influence shared media experiences; and self-discovery, to find new interests and learn about oneself through cultural texts like movies and books.
Institutions
Institutions that could potentially publish and distribute a new music magazine include IPC Media/TimeInc, Bauer Media, Wenner Media, and Freeway Press Inc. IPC Media/TimeInc is an international publisher distributing over 350 million copies annually across 80+ countries. Bauer Media publishes over 80 brands including music magazines like Kerrang! and Q that target audiences similar to the proposed magazine. Wenner Media founded Rolling Stone and focuses on music and related social issues. Freeway Press targets more underground audiences as a smaller, independent publisher.
How do audiences read media texts
The document discusses different theories around how audiences engage with media texts:
1) Early theories viewed audiences as passive, believing all messages without thinking critically (the "hypodermic needle" effect). This underestimated audiences' abilities.
2) Stuart Hall's encoding/decoding model sees the audience as active - they make their own interpretations depending on factors like identity and opinions. Texts have no set meaning.
3) Reception theory focuses on the audience role in interpreting texts. Hall identified preferred, negotiated, and oppositional readings audiences can have.
4) Later theories see audiences as even more active, selectively engaging with media and picking aspects to incorporate into their identities (the "pick and mix"
Blumler and katz (1974)
The Uses and Gratification Theory proposed by Blumler and Katz suggests that people use various media forms to satisfy four basic needs: 1) the need to escape from everyday life, 2) the need to gather information about people and events, 3) the need to form relationships with like-minded people, and 4) the need to develop a sense of personal identity. Magazines and other media can provide escapism from readers' daily lives by immersing them in celebrity stories. They also supply information about people and events readers are interested in. Forums allow readers to bond with others over shared interests and opinions. Identifying with particular artists or genres helps readers define their personality.
Question 3
The document discusses potential distributors for a print magazine focused on musicals. It interviews a 16-year-old cousin who enjoys seeing musicals occasionally. It considers both online and physical distribution options. While the format would be similar to other magazines, the content focusing specifically on musicals would make it unique within its genre. Initially, an independent company may publish it for a niche audience, but over time it could grow and be acquired by a larger conglomerate publisher of related music magazines.
COMM 101 INTRO WCC
This document provides an overview and syllabus for Professor Eric Luther's COMM 101: Understanding Mass Media course. It outlines the course objectives to introduce students to the basics of mass media and develop their media literacy skills. The document discusses the course topics, assignments, grading structure, materials, and policies. It also provides background on mass media channels and messages, the influence of technology and convergence on media, and possibilities for future media channels.
Uses and gratification theory
The uses and gratification theory suggests that consumers actively seek out media to fulfill certain needs. There are four main needs that drive media consumption: diversion or escape from everyday life, personal relationships to feel connected to others, personal identity to learn about oneself, and surveillance or staying informed about events. This document analyzes how a music magazine contents page could fulfill consumers' needs, particularly their need for personal identity, as the magazine presents a youthful and creative voice that readers may relate to.
COMM 101-INTRO-WCC
This document provides an overview of Professor Eric Luther's COMM 101 course on understanding mass media. The professor has 10 years of experience in media production and has taught communications courses at other colleges. The course will cover mass media channels and messages, examine how society interacts with media, and help students develop media literacy skills. Assignments include quizzes, projects, a research paper, and a final exam.
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Nea research task 3
Universal Bauer is a media company that produces music, dance, video, fashion, and magazines. The prompts suggest researching the company's background including ownership, management, finances, products, and mission. Specific areas to examine are artists signed by Universal, magazines distributed by Bauer, and conclusions that can be drawn about the company's style, genre, audience and aims based on its work. The research presentation should cover these topics and can include additional details.
Uses and gratification theory
Uses and Gratification theory suggests that media users actively select and use media to fulfill certain needs and goals. According to the theory, users take an active role in the communication process by seeking out media that satisfies their needs, which can include needs for information, personal identity, social interaction, and entertainment. The theory assumes users have choices and will select the media that best fulfills their particular needs.
Evaluation question 5
The document discusses how a music magazine would attract and address its target teenage audience using uses and gratifications theory. It would provide information about artists, festivals, and their lifestyles to inspire and engage readers. It would also allow teenagers to relate to celebrities and find social interaction by discussing articles. Research found the audience prefers magazines with a larger ratio of large images over text, so the magazine is designed with more visuals than words to match the target audience's preferences.
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This document provides an overview of Professor Eric Luther's COMM 101H: Understanding Mass Media course. It introduces the professor and his background. It then outlines the course components and grading breakdown. Key aspects include reflective writing projects, LearnSmart readings, Connect quizzes, an in-class media paper, and a final exam. The professor emphasizes attendance and expects critical thinking from an honors-level class. The document also covers topics like media literacy, channels vs messages, examples of current and future media channels, and details of the first reflective writing project.
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The document discusses the scope and influence of mass media in modern society. It notes that media consumption is at all-time highs, with people spending over four hours daily engaging with various media formats. Mass media have become a primary forum for cultural debate and defining societal values, with the most powerful media voices having significant influence over cultural understandings. However, media only shape culture through their interaction with audiences, so both industries and individuals must participate responsibly in cultural discussions.
Evaluation Question 2
The document discusses ways the magazine represents its audience. It references streaming music on the front cover to appeal to listeners. Photos from other bands are used as content. The cover artist is asked to wear certain clothing brands in photos. An upcoming concert guide is included instead of a poster to match the genre and be a popular gift with the magazine.
Uses and gratifications
Uses and Gratifications Theory suggests that the public plays an active role in controlling media by seeking out media that fulfills their needs rather than passively accepting what media provides. There are four basic needs that media can fulfill: diversion or relaxation from everyday life, forming personal relationships and social groups, discovering personal identity, and learning about events through surveillance of news and gossip.
Nea research task 4
This document provides guidance for a research task on analyzing the history and evolution of a genre. It instructs the reader to:
1) Examine the establishment and historical context of the chosen genre (such as dance/EDM genres or fashion magazines) and how/why they emerged.
2) Analyze how the genre has evolved over time through the development of subgenres and hybrid forms, and consider how this relates to appealing to different audiences.
3) Include examples of media texts from different subgenres in the presentation and explore the role of artists, comparing early forms to modern iterations.
Spiral of silence tip
The document summarizes the Spiral of Silence theory proposed by Elizabeth Noelle-Neumann. The theory suggests that individuals have a fear of isolation from society that causes them to remain silent about minority opinions on controversial issues. This silence can lead minority views to gradually diminish as media focuses on majority views. The theory is based on assumptions that individuals try to assess public opinion and conform their behavior accordingly. While heuristic, the theory has also received some criticisms around its logical consistency and ability to explain all behaviors.
Use and Gratification Model
The document discusses the uses and gratification theory, which examines how people actively use media to meet various needs. It identifies key needs that media can fulfill, such as information, personal identity, social interaction, and entertainment. Research has found that men and women tend to blog about different topics that align with these needs. Studies aim to understand the motives for blogging and outcomes of this activity by surveying bloggers and non-bloggers.
WCC COMM 101-Chapter #1 Focus
This document provides an agenda and overview of key concepts from Chapter 1 of the textbook "Mass Communication, Culture, and Media Literacy". It discusses the definitions of communication, mass communication, culture and media literacy. It outlines models of communication, compares interpersonal and mass communication, and examines the scope and nature of modern mass media. It emphasizes that mass media both informs culture and is influenced by culture, and that media literacy is important for effectively understanding media messages.
Theoretical research
The document discusses various media theories that are relevant to magazine production, including auteur theory, genre theory, and audience theories. It examines how these theories can be applied when creating an original magazine. The creator plans to include their own distinctive style through color palette and visual motifs to demonstrate their influence as an auteur. Genre conventions will be followed with some variations to make the magazine unique. Audience theories like uses and gratification will be used to attract readers through diversion, social solidarity, personal identity, and information gathering. Representation of diverse models will also help make the magazine distinctive.
Stuart Hall - Audience Positioning
Stuart Hall was a cultural theorist who developed a model for how audiences interpret mass media texts. The model suggests there are three ways of reading: the dominant reading where the audience fully accepts the intended message, the negotiated reading where the audience partly accepts it but modifies it based on their own views, and the oppositional reading where the audience rejects the intended message based on how it conflicts with their own social position. Hall was interested in how the media propagates ideologies and frames public debates by positioning audiences, and the concept that texts can have multiple meanings open to different interpretations.
Uses and Gratification Theory
Uses and Gratification Theory proposes that individuals actively select media to fulfill personal preferences and satisfy needs or desires. Elihu Katz introduced the theory in 1974 to understand why people choose certain media. It suggests people use media in ways that gratify personal needs and preferences, such as for entertainment, social interaction, relaxation, or information.
Representation of social groups
The document discusses the creation of a magazine targeted towards fans of rock and metal music. The author ensured the band in the magazine photos dressed in stereotypical styles associated with social groups like punks, goths, and emos. This was to help the target audience identify the magazine's genre and feel comfortable. Props like guitars were included to showcase the musical side of the band without needing to read the article. Photo positioning and styling also mimicked current music magazines to draw in the target audience. While stereotypical clothing supported the intended social group, the author argues it could also appeal to a wider audience if desired.
Audience theory
The document discusses several theories about the relationship between media and audiences:
- The hypodermic needle/effects model views audiences as passive, directly influenced by media messages.
- Cultivation analysis sees media shaping audiences' worldviews over time through repeated exposure.
- Uses and gratifications theory argues audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance.
- Encoding/decoding theory holds that media texts contain encoded meanings which audiences can read in dominant, negotiated, or oppositional ways depending on their perspectives.
The document evaluates whether these models fully account for modern media landscapes and active audiences using an increasing variety of platforms. It explores how new technologies may require updating or replacing existing
Uses&grats
Uses and Gratifications theory assumes an active audience and focuses on why and how people use media rather than a media text's content. It posits that audiences use media to fulfill various needs like diversion, personal relationships, identity, and surveillance. The same media can fulfill different needs for different people depending on their background and situation. Key gratifications include relationships, identity, diversion, and surveillance. Lifestyle magazines in particular may provide readers a sense of identity, companionship, guidance, and escapism as well as fulfilling needs around relationships, careers, and material possessions.
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The uses and gratification theory suggests that consumers actively seek out media to fulfill certain needs. There are four main needs that drive media consumption: diversion or escape from everyday life, personal relationships to feel connected to others, personal identity to learn about oneself, and surveillance or staying informed about events. This document analyzes how a music magazine contents page could fulfill consumers' needs, particularly their need for personal identity, as the magazine presents a youthful and creative voice that readers may relate to.
COMM 101-INTRO-WCC
This document provides an overview of Professor Eric Luther's COMM 101 course on understanding mass media. The professor has 10 years of experience in media production and has taught communications courses at other colleges. The course will cover mass media channels and messages, examine how society interacts with media, and help students develop media literacy skills. Assignments include quizzes, projects, a research paper, and a final exam.
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Nea research task 3
Universal Bauer is a media company that produces music, dance, video, fashion, and magazines. The prompts suggest researching the company's background including ownership, management, finances, products, and mission. Specific areas to examine are artists signed by Universal, magazines distributed by Bauer, and conclusions that can be drawn about the company's style, genre, audience and aims based on its work. The research presentation should cover these topics and can include additional details.
Uses and gratification theory
Uses and Gratification theory suggests that media users actively select and use media to fulfill certain needs and goals. According to the theory, users take an active role in the communication process by seeking out media that satisfies their needs, which can include needs for information, personal identity, social interaction, and entertainment. The theory assumes users have choices and will select the media that best fulfills their particular needs.
Evaluation question 5
The document discusses how a music magazine would attract and address its target teenage audience using uses and gratifications theory. It would provide information about artists, festivals, and their lifestyles to inspire and engage readers. It would also allow teenagers to relate to celebrities and find social interaction by discussing articles. Research found the audience prefers magazines with a larger ratio of large images over text, so the magazine is designed with more visuals than words to match the target audience's preferences.
WCC COMM 101H Powerpoint Intro (Luther)
This document provides an overview of Professor Eric Luther's COMM 101H: Understanding Mass Media course. It introduces the professor and his background. It then outlines the course components and grading breakdown. Key aspects include reflective writing projects, LearnSmart readings, Connect quizzes, an in-class media paper, and a final exam. The professor emphasizes attendance and expects critical thinking from an honors-level class. The document also covers topics like media literacy, channels vs messages, examples of current and future media channels, and details of the first reflective writing project.
COMM 101H Chapter #1
The document discusses the scope and influence of mass media in modern society. It notes that media consumption is at all-time highs, with people spending over four hours daily engaging with various media formats. Mass media have become a primary forum for cultural debate and defining societal values, with the most powerful media voices having significant influence over cultural understandings. However, media only shape culture through their interaction with audiences, so both industries and individuals must participate responsibly in cultural discussions.
Evaluation Question 2
The document discusses ways the magazine represents its audience. It references streaming music on the front cover to appeal to listeners. Photos from other bands are used as content. The cover artist is asked to wear certain clothing brands in photos. An upcoming concert guide is included instead of a poster to match the genre and be a popular gift with the magazine.
Uses and gratifications
Uses and Gratifications Theory suggests that the public plays an active role in controlling media by seeking out media that fulfills their needs rather than passively accepting what media provides. There are four basic needs that media can fulfill: diversion or relaxation from everyday life, forming personal relationships and social groups, discovering personal identity, and learning about events through surveillance of news and gossip.
Nea research task 4
This document provides guidance for a research task on analyzing the history and evolution of a genre. It instructs the reader to:
1) Examine the establishment and historical context of the chosen genre (such as dance/EDM genres or fashion magazines) and how/why they emerged.
2) Analyze how the genre has evolved over time through the development of subgenres and hybrid forms, and consider how this relates to appealing to different audiences.
3) Include examples of media texts from different subgenres in the presentation and explore the role of artists, comparing early forms to modern iterations.
Spiral of silence tip
The document summarizes the Spiral of Silence theory proposed by Elizabeth Noelle-Neumann. The theory suggests that individuals have a fear of isolation from society that causes them to remain silent about minority opinions on controversial issues. This silence can lead minority views to gradually diminish as media focuses on majority views. The theory is based on assumptions that individuals try to assess public opinion and conform their behavior accordingly. While heuristic, the theory has also received some criticisms around its logical consistency and ability to explain all behaviors.
Use and Gratification Model
The document discusses the uses and gratification theory, which examines how people actively use media to meet various needs. It identifies key needs that media can fulfill, such as information, personal identity, social interaction, and entertainment. Research has found that men and women tend to blog about different topics that align with these needs. Studies aim to understand the motives for blogging and outcomes of this activity by surveying bloggers and non-bloggers.
WCC COMM 101-Chapter #1 Focus
This document provides an agenda and overview of key concepts from Chapter 1 of the textbook "Mass Communication, Culture, and Media Literacy". It discusses the definitions of communication, mass communication, culture and media literacy. It outlines models of communication, compares interpersonal and mass communication, and examines the scope and nature of modern mass media. It emphasizes that mass media both informs culture and is influenced by culture, and that media literacy is important for effectively understanding media messages.
Theoretical research
The document discusses various media theories that are relevant to magazine production, including auteur theory, genre theory, and audience theories. It examines how these theories can be applied when creating an original magazine. The creator plans to include their own distinctive style through color palette and visual motifs to demonstrate their influence as an auteur. Genre conventions will be followed with some variations to make the magazine unique. Audience theories like uses and gratification will be used to attract readers through diversion, social solidarity, personal identity, and information gathering. Representation of diverse models will also help make the magazine distinctive.
Stuart Hall - Audience Positioning
Stuart Hall was a cultural theorist who developed a model for how audiences interpret mass media texts. The model suggests there are three ways of reading: the dominant reading where the audience fully accepts the intended message, the negotiated reading where the audience partly accepts it but modifies it based on their own views, and the oppositional reading where the audience rejects the intended message based on how it conflicts with their own social position. Hall was interested in how the media propagates ideologies and frames public debates by positioning audiences, and the concept that texts can have multiple meanings open to different interpretations.
Uses and Gratification Theory
Uses and Gratification Theory proposes that individuals actively select media to fulfill personal preferences and satisfy needs or desires. Elihu Katz introduced the theory in 1974 to understand why people choose certain media. It suggests people use media in ways that gratify personal needs and preferences, such as for entertainment, social interaction, relaxation, or information.
Representation of social groups
The document discusses the creation of a magazine targeted towards fans of rock and metal music. The author ensured the band in the magazine photos dressed in stereotypical styles associated with social groups like punks, goths, and emos. This was to help the target audience identify the magazine's genre and feel comfortable. Props like guitars were included to showcase the musical side of the band without needing to read the article. Photo positioning and styling also mimicked current music magazines to draw in the target audience. While stereotypical clothing supported the intended social group, the author argues it could also appeal to a wider audience if desired.
Audience theory
The document discusses several theories about the relationship between media and audiences:
- The hypodermic needle/effects model views audiences as passive, directly influenced by media messages.
- Cultivation analysis sees media shaping audiences' worldviews over time through repeated exposure.
- Uses and gratifications theory argues audiences actively use media to fulfill needs like diversion, social interaction, identity, and surveillance.
- Encoding/decoding theory holds that media texts contain encoded meanings which audiences can read in dominant, negotiated, or oppositional ways depending on their perspectives.
The document evaluates whether these models fully account for modern media landscapes and active audiences using an increasing variety of platforms. It explores how new technologies may require updating or replacing existing
Uses&grats
Uses and Gratifications theory assumes an active audience and focuses on why and how people use media rather than a media text's content. It posits that audiences use media to fulfill various needs like diversion, personal relationships, identity, and surveillance. The same media can fulfill different needs for different people depending on their background and situation. Key gratifications include relationships, identity, diversion, and surveillance. Lifestyle magazines in particular may provide readers a sense of identity, companionship, guidance, and escapism as well as fulfilling needs around relationships, careers, and material possessions.
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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.
Section a audience theory
This document discusses several theories of audience and media effects:
- The Frankfurt School viewed audiences as susceptible to media messages like a hypodermic needle.
- The two-step flow theory proposes that opinion leaders receive media messages and pass them to others in their social networks.
- Uses and gratifications theory argues that audiences actively choose media to fulfill needs like diversion, social interaction, identity, and information.
- David Morley's reading positions include dominant readings where audiences fully accept the message, negotiated readings where audiences modify the message, and oppositional readings where audiences reject the intended message.
Audience theory
The document discusses theories of audience from the 1920s to present. It covers:
- The Frankfurt School's "effects model" viewed audiences as passive receivers of media messages.
- The two-step flow theory found opinion leaders influence others by interpreting media for them.
- Uses and gratifications theory proposes individuals actively consume media to fulfill purposes like diversion, social interaction, identity, and information gathering.
- Later theories recognize audiences can have dominant, negotiated, or oppositional readings of media influenced by their own perspectives.
Main Task; Uses and Gratifactions
Blumler and Katz developed uses and gratifications theory, which suggests that media users actively select media to fulfill certain needs. The four main needs are: diversion from everyday life, forming personal relationships, exploring personal identity, and staying informed about their environment. For example, reading Kerrang magazine fulfills the need for diversion by allowing readers to escape daily life and learn about rock stars, fulfills the need for surveillance by giving insights into celebrities' lives, and fulfills the need for personal relationships by keeping readers informed about new bands and releases to discuss with friends.
Key concept audience
- The document discusses audience theory and how to evaluate coursework with consideration of the target audience.
- It defines key terms in audience theory like passive audience, active audience, and theories like uses and gratifications theory and reception theory.
- It provides questions to help identify the target audience and how the coursework was designed to appeal to and be interpreted by that audience based on different audience theories.
SECTION A Audience
This document discusses key theories for understanding audiences of media, including uses and gratifications theory and the hypodermic needle model. It outlines Blumler and Katz's uses and gratifications theory, which proposes that audiences actively seek to fulfill certain needs like diversion, personal relationships, identity, and surveillance through media consumption. The document also discusses using social demographics like age, gender, occupation, and social class to define and understand target audiences.
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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.
Audience theory
The document discusses several theories of media audiences:
1. The Frankfurt School viewed audiences as isolated individuals susceptible to media messages like hypodermic needles.
2. The two-step flow theory proposed that opinion leaders receive media messages and pass them on to others, showing audiences are part of a social process.
3. Uses and gratifications theory expanded on active audiences, explaining that individuals choose media to fulfill purposes like diversion, social interaction, identity, and information gathering.
4. David Morley's study identified three types of audience readings: dominant/hegemonic (fully accepting a program's messages), negotiated (modifying messages to personal views), and oppositional/counter-hegemonic (reject
Audiencetheory ugt
Uses and Gratifications Theory suggests that audiences use media to fulfill various needs and motivations, including diversion through entertainment and relaxation, developing personal relationships and social interaction by observing relationships in media, exploring personal identity by identifying with media characters, and fulfilling informational needs through surveillance of world events. The theory was coined in the 1970s and proposes that audiences are active users of media as opposed to passive recipients of media effects or influence.
Audience theories
The document discusses the purpose and goals of media according to John Reith, the founder of the BBC in 1922. Reith stated that the BBC's core mission is to inform, educate, and entertain. It also discusses journalism ethics around principles of truth, accuracy, objectivity, impartiality, fairness, and public accountability. The document then examines how tabloid newspapers may or may not uphold these principles in their reporting. It asks questions about whether certain headlines or covers respect rules of law and if they are informative, truthful, objective, fair, and hold the newspaper accountable. Finally, it discusses media audience theories like uses and gratifications theory and how audiences interact with and interpret different media texts.
Audiences
The document discusses different theories about how media audiences interact with media content. Early theorists viewed audiences as easily manipulated masses that could be influenced by advertising or propaganda. However, others see audiences as having less influence and interacting with media in more subtle ways. The document goes on to discuss the idea that audiences were once seen as atomized individuals consuming the same media alone, and theories about audiences as masses comparable to crowds. It questions how well these theories describe modern audiences.
Audiencetheory 111009080628-phpapp02
This document provides an overview of audience theory, including key theorists and concepts. It discusses primary, secondary and tertiary media; passive and active audiences; and effects versus uses and gratifications models. Key theorists mentioned include Katz & Bulmer, Morley, Hall, Ang, and Katz & Lazerfield. Central concepts covered include encoding/decoding, cultivation analysis, situated culture, and moral panics. The document also references studies by Morley, Ang, and Buckingham and evaluates whether older audience models still apply given changes in media forms and technologies.
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.
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 of audiences and media consumption:
1. Audience theory proposes that all media has a target audience, and sometimes tries to construct audiences. Products can have mass or niche audiences.
2. The Frankfurt School proposed the "effects model" which viewed audiences as passive individuals susceptible to media messages. This view has been disproven as audiences can interact with media in more complex ways.
3. The two-step flow theory developed by Lazarsfeld and Katz suggests that opinion leaders first receive information from media, then pass it along to friends and family with their own interpretation, making personal connections more influential than mass media.
4. More recent theories view audiences as active participants who
Audience Theory
The document outlines Uses and Gratifications Theory, which proposes that audiences use media to fulfill four basic needs: diversion from everyday life, forming personal relationships, exploring personal identity, and learning about surrounding events. Specifically, fans may purchase a music magazine for diversion, to learn about themselves through their favorite artist, to connect with others in the social group of fans, and to gain surveillance of events through information on the cover.
LO3
The document discusses several theories about how media influences the public:
1) The hypodermic needle theory suggests that media has a direct and powerful effect on audiences and people cannot escape its influence.
2) Uses and gratification theory proposes that people seek out specific media to fulfill needs like diversion, relationships, identity, and surveillance.
3) Passive and active consumption theory holds that even passive viewers are influenced by media messages, though active audiences question and interpret messages.
The document analyzes how music videos can influence viewers' purchasing behaviors and fulfill psychological needs through both passive and active consumption.
Lo3
The document discusses several theories about how media influences the public:
1) The hypodermic needle theory suggests that media has a direct and powerful effect on audiences and people cannot escape its influence.
2) Uses and gratification theory proposes that people seek out specific media to fulfill needs like diversion, relationships, identity, and surveillance.
3) Passive and active consumption theory distinguishes between audiences that passively accept media messages and those that actively engage with and interpret messages.
4) Examples are given of how music videos can influence viewers' purchasing behaviors and how different audiences may perceive the same video.
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.
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.
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The document discusses the audience theory proposed by Blumler and Katz in 1974. This theory suggests that the audience controls what media produces in order to ensure its success. There are four criteria for audience satisfaction with media: diversion from daily life, surveillance of helpful or interesting information, finding personal identity through media representations, and using media for social relationships and conversation topics. The document provides examples of how a magazine called NME satisfies these criteria for its audience.
1 Music Magazines Research
Bauer is a multinational media company established in 1875 based in Germany that publishes 38 million magazines per week across various genres. IPC Media is a British publisher founded in 1958 that produces magazines across various formats, including some mainstream titles and many niche offerings. EMAP is a British media company from 1947 focused on business publications. Future PLC is a UK company from 1985 that publishes magazines in technology, entertainment, sports, music and creative fields in print, online and mobile. The document discusses that Future PLC would be the best fit to own a new music magazine due to its focus on music titles targeting niche audiences.
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Uses and Gratifications Theory
- 1. Lucy Smith
- 2. THE THEORY Blumler and Katz 1974 Suggests that the audience control what is produced by the media e.g. for a magazine the audience will decide what artists the magazine will feature – the magazine will comply with audience to ensure it’s success Without the audience there would be no media Instead of focusing on the question ‘what does the media do to people?’ this theory looks at ‘what do the people do to the media?’ There are four criteria for the audience to obtain for satisfaction with media products............
- 3. 1. Diversion This is the need to remove themselves from their normal activities, from everyday life – an emotional release.
- 4. 2. Surveillance Being educated about factors that might help you or help you accomplish something.
- 5. 3. Personal Identity Using media to find out about yourself, sometimes people that are represented, mirror us in some way.
- 6. 4. Personal Relationships Social aspect – being up to date on media provides a substantial conversation topic.
- 7. Application Diversion NME Provides an escape from daily life – allows audience to indulge themselves in music world. Surveillance NME provides readers with updates on popular celebrities lives Personal Identity Readers of NME may idolise or identify themselves with Kurt Cobain Personal Relationships Razorlight’s new album could provide conversation topic with friends