Year 13 - The Chase game focusing on Audience
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The document discusses various media theories including cultivation theory, reception theory, uses and gratifications model, and concepts like active audiences, oppositional readings, and representation of female audiences as objects of desire. It also mentions coursework elements like analyzing a TV advert, pitch, thriller, music video or soundscape.
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The document discusses several theories related to mass communication and media influence:
1) The two-step flow theory asserts that information from media moves in two stages - first to opinion leaders who then pass on their interpretations to others in their social networks.
2) Uses and gratifications theory focuses on what audiences do with media rather than what media does to people. It assumes audiences actively interpret and use media to fulfill needs.
3) Maslow's hierarchy of needs suggests people are motivated to fulfill basic physiological and safety needs before pursuing higher psychological and social needs.
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Stuart Hall proposed three ways that audiences can respond to texts:
1) Preferred/dominant readings where the audience interprets the text as intended.
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The document discusses several theories related to mass communication and media influence:
1) The two-step flow theory asserts that information from media moves in two stages - first to opinion leaders who then pass on their interpretations to others in their social networks.
2) Uses and gratifications theory focuses on what audiences do with media rather than what media does to people. It assumes audiences actively interpret and use media to fulfill needs.
3) Maslow's hierarchy of needs suggests people are motivated to fulfill basic physiological and safety needs before pursuing higher psychological and social needs.
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Stuart Hall proposed three ways that audiences can respond to texts:
1) Preferred/dominant readings where the audience interprets the text as intended.
2) Negotiated readings where the audience agrees with some parts but not others.
3) Oppositional/resistant readings where the audience's beliefs conflict with how the text portrays something.
This means a text cannot have a static meaning since audiences can interpret it differently based on their experiences.
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The document discusses media audience theory, focusing on concepts like the hypodermic needle model, uses and gratifications theory, and reception theory. It provides details on each concept, including critiques of the hypodermic needle model which sees audiences as passive, and examples of how uses and gratifications theory and reception theory see audiences as more active in making meaning. It also discusses audience segmentation models and provides quotes related to understanding audiences and conducting audience research.
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For more: scrollingbeyondbinaries.com
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This document summarizes several media theories:
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- Cultivation theory argues heavy media exposure shapes viewers' beliefs about social reality.
- The two-step flow model proposes media's influence flows through influential figures to shape opinions.
- Uses and gratifications theory views audiences as active in choosing media that meets needs like entertainment or identity.
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Exam lessons 3 (representation) - Section A A2 Media Exam
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Year 13 - The Chase game focusing on Audience
- 1. WELCOME TO…
- 2. What is the cultivation theory? The audience become desensitised through over familiarity An active audience that uses the text to gratify needs Where people shout out “CULT CULT CULT” when watching television.
- 3. Who founded the Reception Theory? Laura MulveyReceptionists Stuart Hall
- 4. What is an oppositional reading? When the viewer reads the text as was intended (decoded correctly) When the viewer puts his/her own interpretation to the text When the audiences are passive and act like robots.
- 5. What are elements of the Uses and Gratifications Model? Flour, Eggs, Water, Milk, Sugar and Chocolate Entertainment, Social Interaction, Escapism, Education(Audiences are active) The BoBo Doll.
- 6. “Opinions from leaders are selective, and they pass their messages to audiences via social media. This gets their view across/encourages higher consumption of their text ” Prime ministers Question Time Two Step Flow Uses and Gratifications Theory
- 7. “Female audiences do not have agency to move plots forward, but are represented as objects of erotic desire for characters within media text” Who said this? Katz and BlulmerLaura Mulvey Barak Obama
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