Uses and grats final presentation
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The Uses and Gratifications model is an audience theory that justifies why people spend time engaging with certain types of media. It classifies audience motivations into 4 categories: personal identity, information, entertainment, and social integration. The model suggests people use media to reinforce personal values, learn, be entertained through escape or relaxation, and connect with others for understanding, belonging, and interaction.
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- Gender power analysis looks at how power inequality undermines gender equality and development goals.
- Power is socially constructed and people experience it differently based on their gender, race, class, and other identities. It can take visible, hidden, and invisible forms.
- When conducting gender power analysis, organizations should analyze power structures related to issues, the gender dimensions and impacts, and opportunities for pivotal change.
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Feminism advocates for gender equality and equal rights and opportunities for women and men. There are different types of feminism including radical feminism, which aims to dismantle patriarchy; socialist feminism, which analyzes the connection between oppression of women and other forms of oppression; cultural feminism, which emphasizes the differences between women and men; and liberal feminism, which believes individuals should have equal opportunities regardless of gender. Feminism has occurred in three waves, with the first wave in the 19th-20th centuries focusing on suffrage, the second wave in the mid-20th century focusing on issues like sexuality and reproductive rights, and the third wave fighting exclusively for women through addressing issues like patriarchy and rape
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The document discusses constitutional protections and a Supreme Court case related to hijras (transgender people) in Pakistan. It summarizes that Article 9, 25, and 26 of Pakistan's constitution prohibit deprivation of life/liberty and discrimination based on sex. A 2011 Supreme Court case ordered the government to officially recognize hijras as a separate gender and allow people to identify that way on national IDs. This was important as IDs are needed for many activities. The document also discusses organizations advocating for hijra rights like gender equality in Pakistan.
#Me Too Movement
The #MeToo movement began in 2006 when Tarana Burke used the phrase "Me Too" to help victims of sexual abuse feel less alone. The movement gained widespread attention in 2017 when Alyssa Milano encouraged people to tweet #MeToo to show how common sexual harassment and assault are, especially in the workplace. Millions of people shared their stories publicly, including celebrities, which highlighted the prevalence of these issues in various industries like entertainment, media, politics, and more. The goals of the movement have expanded to include awareness, empathy, policy change, and legal reforms regarding sexual violence and harassment.
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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
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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.
Uses & gratifications
The document discusses the Uses and Gratifications theory of media analysis. It originated in the mid-20th century as researchers began studying why and how people use media rather than focusing only on media effects. Jay Blumler and Elihu Katz developed the Uses and Gratifications model in 1974 to understand how individuals use media to fulfill various needs and what gratifications they obtain. The theory suggests that people actively seek out specific media to meet personal needs and that this helps explain patterns of media consumption. However, some argue the theory lacks clarity and fails to consider broader social influences on media use.
Uses and Gratifications
The Hypodermic Model assumes that the media can directly influence and control audience behavior if they know enough about consumers. This is an alternative to the Uses and Gratifications (U&G) model, which focuses on how people actively use media to fulfill personal needs and goals rather than how media directly affects audiences. A U&G study typically involves audiences reporting why they use specific media. Reasons for media use include information, learning, identity, social interaction, and entertainment.
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.
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.
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.
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.
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.
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 audiences may have for media use such as diversion, personal relationships, identity, and surveillance.
Uses and gratifications theory
Uses and gratifications theory posits that audiences actively seek out specific media to satisfy needs and motives. It focuses on why and how people use media rather than how media affects people. The theory assumes audiences are goal-oriented, proactively choose media, and can provide accurate insights into their own media use. Early studies identified motives like emotional gratification and wishful thinking. Later work organized motives into categories like diversion, social interaction, identity, and surveillance. The theory holds that social contexts shape audiences' needs and media use. It also argues people construct their own meanings from media rather than being passively influenced.
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.
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 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.
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.
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- 1. Uses and Gratifications PIES
- 2. Audience theory Uses and Gratifications Model This audience theory model justifies why people spend their time engaging with certain types of Media. This is classified into 4 categories, Personal Identity Information, Entertainment and Social Integration. Personal Identity Information P1) Finding reinforcement for personal I1)Finding out about relevant events values and conditions in immediate P2) Finding models of behaviour surroundings, society and the world P3) Gaining insight into one's self I2) Seeking advice on practical matters P4) Identifying with already gained or opinion and decision choices values I3) Satisfying curiosity and general interest I4) Learning; self-education gaining a sense of security through knowledge
- 3. Audience theory Uses and Gratifications Model This audience theory model justifies why people spend their time engaging with certain types of Media. This is classified into 4 categories, Personal Identity Information, Entertainment and Social Integration. Entertainment Social Integration S1) Gaining insight E1) Escaping, or being diverted, from into circumstances of others; social problems empathy E2) Relaxing S2) Identifying with others and gaining E3) Getting intrinsic cultural or a sense of belonging aesthetic enjoyment S3) Finding a basis for conversation and E4) FIlling time social interaction E5) Emotional release S4) Having a substitute for real-life E6) Sexual arousal companionship S5) Helping to carry out social roles S6) Enabling one to connect with family, friends and society