Media terms

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  • Created by: Bellaxox
  • Created on: 23-11-17 14:25

Media Terms

Uses and Gratifications

The audience is active and use the media for their own pleasure. The power lies with the audience not the producers.

Surveillance - Using the media to find out what is going on in the world around us. 

Personal relationships- Using the media to fulfil our needs for company and social.

Personal identity - Finding out about ourselves using the media, texts can reflect how we see us.

Diversion - The need to escape from everyday life.

Maslow hierarchy of needs

Most fundamental needs at the base and the need for self actualization at the tip:     Physiological, safety, love, self esteem and self-actualization.

Physiological - Breathing, food, water, sleep, sex

Safety - Security of body, employment, resources

Love/Belonging - friendship, family, sexual intimacy

Esteem - Self esteem, confidence, respect by others

Self Actualization - Morality, creativity, acceptance of facts

Audience reception theory

How texts are encoded and decoded by the audience. When a producer constructs a text it is encoded with a meaning or message that the producer wishes to show to the audience. 

Audiences can correctly decode the message or meaning and understand that the producer was trying to say. The audience can fail to understand the message as well.

Preferred reading - The way the producer wants the audience to view the text and the audience see it as closely as they can. This happens when the audience is the same age and culture as the producer.

Oppositional reading - Individuals see the text differently to how the producer wants them too, this happens when they are different ages and/or cultures. 

Negotiated reading - The audience accept the way the text is presented and agree with some elements of the text however they also have their own opinion. 

Narrative

Narrative - The structure

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