Active audience 2
- Created by: ecotts
- Created on: 01-04-18 16:55
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- Active Audience
- Reception Analysis Model
- it suggest that people interpret the same media content in a variety of different ways because of their backgrounds
- People also belong to several sub-cultural groups which is why the media is polemic; it attracts more than one type of reading
- Morley & Hall
- It is based on the encoding/ decoding of text and audience
- people choose to read or interpret media content in 3 different ways
- Preferred/ dominant reading
- it accepts the content as legitimate leading to it reflecting the consensus
- very few people are likely to interpret stories about the issue
- oppositional reading
- Opposed the views that are expressed in the media
- Negotiated readings
- Audiences reinterpret the media content to fit in with their own opinions and values
- Preferred/ dominant reading
- it suggest that people interpret the same media content in a variety of different ways because of their backgrounds
- Cultural effects model
- Marxist
- They see the media as having strong ideological messages which reflect the ruling class values
- Therefore they encourage other to accept and agree with it
- they say they have been exposed to the drip-drip effect to the ideological messages
- As a result audiences have been dumped down making them no longer critical of society
- Reese and Lewis
- Found new reports on 9/11 attack uncritically transmitted the political responses to the attack as a war on terror'
- Therefore it helped justify US invasion to Afghanistan and Iraq making those who only got info from the news were supportive of the USA
- Found new reports on 9/11 attack uncritically transmitted the political responses to the attack as a war on terror'
- Criticism
- The causes and effects are very difficult to operationalise and measure
- Pluralist say that the media content is constructed to benefit the audience
- If the media does project a point of view over another it is because the audience already believe it, therefore demand it
- Post-Modernist Model
- Strinati
- The media are central to the creation of the post-modern world
- This is because the offers in choice mean society can create their own set of values
- It focuses on how individuals of audiences create their own meanings from media text
- This is because the offers in choice mean society can create their own set of values
- The media are central to the creation of the post-modern world
- Rather than the audiences being divided into cultural or other groupings
- Postmodernist argue that media generalisation and audiences are impossible as they react differently to the same media
- Strinati
- Reception Analysis Model
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