Audience Theories 4.5 / 5 based on 4 ratings ? Media StudiesAudience TheoriesASAQA Created by: liliamberCreated on: 11-04-14 10:30 Hypodermic Syringe Model audience passively accepts the message 'injected' into them the model believes t here is a direct correlation between violence on TV, computer games etc and the anti-social and criminal behaviour in real life Example to support - Jamie Bulger Case (death was similar to the death in the Child's Play 3 film) Model could be criticised - Venables and Thompson grew up in a violent environment so media might not have influenced them. 1 of 7 Inoculation Model audiences who are exposed to extreme media messages will become 'immune' to them long term exposure can lead to 'desensitisation' Audiences can be influenced and could go on to copy An example to support - 2012 Aurora Shootings - Holmes copied the behaviour from the film, police found a batman mask in his home 2 of 7 Narcostising Dysfunction the mass media render the audience incapable of action prolonged media exposure can act like a narcotic drug on the brain, causing apathy those afflicted may be termed a 'couch potato' (Homer Simpson) 3 of 7 Two Step Flow Model audiences are more likely to be effected by other people than the media these people are termed 'opinion leaders' e.g. celebrities, political leaders 'opinion leaders' close attention to the media and pass on their interpretation to the audience An example to support - Kony 2012, celebrities tweeted about it, fans retweet, the video became a viral success 4 of 7 Uses and Gratification Theory how the audience USE the media Diversion - use media to escape from everyday problems Personal Identity - audience identify with characters or situations Personal Relationships - audience relate to others by discussing what they've seen Surveillance - audience want to obtain news and info about the world 5 of 7 Reception Theory communication cycle between media and audience categories of media consumption or reception include: Primary - consumed by a specific media text Secondary - occupied in another task Tertiary - unaware of purpose types of media audiences include: Passive - sponges absorbing everything Semi-active - some action on the part of the audience will facilitate some interpretation of media messages Active - audiences capable of selecting and rejecting media messages 6 of 7 Encoding and Decoding Model audience vary in their response to media messages media texts are usually encoded to target audience's preferred reading audience doesn't always accept the preferred reading, therefore having an 'oppositional' or 'negotiated' reading Preffered - reading media hope audiences will take from the text Oppositional - audience members from outside the target audience may reject the preffered reading, receiving their own alternative message Negotiated - audiences acknowledge preffered reading, but modify it to suit there own values and opinions 7 of 7
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