AUDIENCE AND REPRESENATATIONS WITHIN MEDIA

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  • AUDIENCE AND RECEPTION THEORIES WITHIN MEDIA
    • Communcation model
      • Reality - Mediation - Representation of reality
    • Stereotyping = process of catagorisation
    • Ideology = values & beleifs that a social group share (dominant ideology)
    • The Effects Model / Hyperdemic needle theory
      • Media inject ideas into a passive audience like giving a patient a drug
      • Problems = can cause copycat behaviour. Present contradictory arguments. BIAS, Makes us into passive receptors
    • Reception theory
      • Text cannot be interpreted with one meaning
      • STUART HALL
        • Preferred reading = the reader agrees with what the media is portraying
        • Oppositional reading = the dominant reading is recognised but rejected
        • Negotiated reading = reader accepts the medias preferred reading but modifies it
        • Encoding = media construct the text
        • Decoding = audiences cnconsume & decode the text
    • Uses and gratification theory
      • Audiences make active of what the media offers
        • MASLOW
      • POWER LIES WITH THE CONSUMR
    • STUART HALL = Moral panic

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