AUDIENCE AND REPRESENATATIONS WITHIN MEDIA
- Created by: grace.elms
- Created on: 16-03-16 14:46
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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
- Audiences make active of what the media offers
- STUART HALL = Moral panic
- Communcation model
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