Audience Theory Introduction - Effects, Uses and Gratification, Reception
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AUDIENCE THEORY EFFECTS THEORY USES AND GRATIFICATION THEORY RECEPTION THEORY - 4 sub sections - 4 sub sections - 3 sub sections OVERVIEW
description
Overview of the common audience theories looked at for AS Media Studies: Effects Theory Uses and Gratification Theory Reception Theory This is not specific to any board, and can apply to Film Studies as well in certain cases.
Transcript of Audience Theory Introduction - Effects, Uses and Gratification, Reception
AUDIENCE THEORY
EFFECTS THEORY
USES AND GRATIFICATION THEORY
RECEPTION THEORY
- 4 sub sections
- 4 sub sections
- 3 sub sections
O V E R V I E W
EFFECTS THEORY
Effects theory implies that a media product has a direct and powerful effect on its audiences, and that these audiences are passive.
EFFECTS THEORY
Effects theory implies that a media product has a direct and powerful effect on its audiences, and that these audiences are passive.
The theory is very deterministic, meaning that there is a clear cause and effect model:
EFFECTS THEORY
Effects theory implies that a media product has a direct and powerful effect on its audiences, and that these audiences are passive.
The theory is very deterministic, meaning that there is a clear cause and effect model:
The text itself being the cause, and then the change in the audience mindset or actions being the effect.
EFFECTS THEORY
Effects theory implies that a media product has a direct and powerful effect on its audiences, and that these audiences are passive.
The theory is very deterministic, meaning that there is a clear cause and effect model:
The text itself being the cause, and then the change in the audience mindset or actions being the effect.
The theory is split into four parts:
HYPODERMIC NEEDLE
DESENSITISATION
COPYCAT
CULTIVATION
EFFECTS THEORY
HYPODERMIC NEEDLE
EFFECTS THEORY
HYPODERMIC NEEDLE
The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘injecting’ them with appropriate messages designed to trigger a desired response.
EFFECTS THEORY
HYPODERMIC NEEDLE
The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘injecting’ them with appropriate messages designed to trigger a desired response.
The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message.
EFFECTS THEORY
HYPODERMIC NEEDLE
The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘injecting’ them with appropriate messages designed to trigger a desired response.
The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message.
Examples:
Nazi Propaganda
War of the Worlds Radio Documentary
EFFECTS THEORY
COPYCAT
EFFECTS THEORY
COPYCAT
Copycat theory simply suggests that the audience will attempt to recreate or reenact what they are exposed to.
This is a much more severe effect along the same lines as cultivation theory.
EFFECTS THEORY
COPYCAT
Copycat theory simply suggests that the audience will attempt to recreate or reenact what they are exposed to.
This is a much more severe effect along the same lines as cultivation theory.
Examples:
Bobo doll experiment
American high school shootings
EFFECTS THEORY
DESENSITISATION
EFFECTS THEORY
DESENSITISATION
Desensitisation suggests that the more an audience experiences a shocking event, the less shocked that they become by it. The process of seeing something in a safe environment such as on television distinctly alters their reactions and emotions towards that action.
EFFECTS THEORY
DESENSITISATION
Desensitisation suggests that the more an audience experiences a shocking event, the less shocked that they become by it. The process of seeing something in a safe environment such as on television distinctly alters their reactions and emotions towards that action.
It is suggested that because of violence in computer games and on television, people are now less shocked by seeing violence in the real world. (This also applies elsewhere, for example anorexia, and positively, for example race and homosexuality)
EFFECTS THEORY
DESENSITISATION
Also, as people become desensitised, the threshold for violence in future texts rises. This is seen as film ratings change over time, content changes, and X-rated films get cleared for viewing.
EFFECTS THEORY
DESENSITISATION
Also, as people become desensitised, the threshold for violence in future texts rises. This is seen as film ratings change over time, content changes, and X-rated films get cleared for viewing.
What examples can you think of?
EFFECTS THEORY
DESENSITISATION
Revenge of the Zombies 1951 X-Rated / late 90’s Universal
EFFECTS THEORY
DESENSITISATION
Revenge of the Zombies 1951 X-Rated / late 90’s Universal
Natural Born Kilers 1994 X-Rated / 2001 - 18
EFFECTS THEORY
DESENSITISATION
Revenge of the Zombies 1951 X-Rated / late 90’s Universal
Natural Born Kilers 1994 X-Rated / 2001 - 18
Reservoir Dogs 1992 X-Rated / 1994 - 18
EFFECTS THEORY
DESENSITISATION
Revenge of the Zombies 1951 X-Rated / late 90’s Universal
Natural Born Kilers 1994 X-Rated / 2001 - 18
Reservoir Dogs 1992 X-Rated / 1994 - 18
The Exorcist: 1974 X-Rated (Theatre) 1974 Refused (Video)1999 - 18
EFFECTS THEORY
CULTIVATION
EFFECTS THEORY
CULTIVATION
Cultivation theory suggests that continued exposure to certain situations will change our views on them, to closer match what we have seen in media texts.
EFFECTS THEORY
CULTIVATION
Cultivation theory suggests that continued exposure to certain situations will change our views on them, to closer match what we have seen in media texts.
As an audience we inherently believe what we see, at least up to a point. Because of this, repeated viewings of a particular point of view will alter our own views.
EFFECTS THEORY
CULTIVATION
Cultivation theory suggests that continued exposure to certain situations will change our views on them, to closer match what we have seen in media texts.
As an audience we inherently believe what we see, at least up to a point. Because of this, repeated viewings of a particular point of view will alter our own views.
Examples ?
EFFECTS THEORY
CULTIVATION
Cultivation theory suggests that continued exposure to certain situations will change our views on them, to closer match what we have seen in media texts.
Examples:
Russians being seen as villains and evil - James Bond / Call of Duty
EFFECTS THEORY
CULTIVATION
Cultivation theory suggests that continued exposure to certain situations will change our views on them, to closer match what we have seen in media texts.
Examples:
Russians being seen as villains and evil - James Bond / Call of Duty
Africa being a desert with lions running wild - Nature shows
EFFECTS THEORY
CULTIVATION
Cultivation theory suggests that continued exposure to certain situations will change our views on them, to closer match what we have seen in media texts.
Examples:
Russians being seen as villains and evil - James Bond / Call of Duty
Africa being a desert with lions running wild - Nature shows
Pretty blonde girls being less intelligent - Soaps operas, TV comedies
EFFECTS THEORY
CULTIVATION
Cultivation theory suggests that continued exposure to certain situations will change our views on them, to closer match what we have seen in media texts.
Examples:
Russians being seen as villains and evil - James Bond / Call of Duty
Africa being a desert with lions running wild - Nature shows
Pretty blonde girls being less intelligent - Soaps operas, TV comedies
Italo-American organised crime and gangsters - TV Drama, films.
EFFECTS THEORY
CULTIVATION
What other examples can you think of?
Further examples
Create your own (fictional) example situations that fit for each of the four sections of effects theory:
EFFECTS THEORY
HYPODERMIC NEEDLE
DESENSITISATION
COPYCAT
CULTIVATION
Further examples
Create your own (fictional) example situations that fit for each of the four sections of effects theory:
EFFECTS THEORY
HYPODERMIC NEEDLE
DESENSITISATION
COPYCAT
CULTIVATION
E.g.
A girl plays a new Facebook game where she scores points bybreaking pencils. The next day in school, whilst her partner goesto the bathroom, the girl empties her pencil case and breaks allof her pencils in half. - Copycat
Further examplesEFFECTS THEORY
HYPODERMIC NEEDLE
DESENSITISATION
COPYCAT
CULTIVATION
Test Time
AUDIENCE THEORY
EFFECTS THEORY
USES AND GRATIFICATION THEORY
RECEPTION THEORY
- 4 sub sections
- 4 sub sections
- 3 sub sections
O V E R V I E W
USES AND GRATIFICATION THEORY
Write down your definition of ‘gratification’
Write down your definition of ‘gratification’
“ Pleasure, gained from the satisfaction of a desire. ”
USES AND GRATIFICATION THEORY
The basic tenet of Uses and Gratification theory is that people are not helpless victims of all powerful media, but use media to fulfil their various needs. These needs serve as motivations (gratifications sought) for using media.
USES AND GRATIFICATION THEORY
The basic tenet of Uses and Gratification theory is that people are not helpless victims of all powerful media, but use media to fulfil their various needs. These needs serve as motivations (gratifications sought) for using media.
Gratifications obtained should correspond with gratifications sought for the media to be able to meet the needs of the users. Jay G. Blumler and Elihu Katz devised their uses and gratifications model in 1974 to highlight four areas of gratification in media texts for audiences:
USES AND GRATIFICATION THEORY
SURVEILLANCE (INFORMATION)
PERSONAL IDENTITY
ESCAPISM / DIVERSION
RELATIONSHIPS
The basic tenet of Uses and Gratification theory is that people are not helpless victims of all powerful media, but use media to fulfil their various needs. These needs serve as motivations (gratifications sought) for using media.
Gratifications obtained should correspond with gratifications sought for the media to be able to meet the needs of the users. Jay G. Blumler and Elihu Katz devised their uses and gratifications model in 1974 to highlight four areas of gratification in media texts for audiences:
USES AND GRATIFICATION THEORY
SURVEILLANCE (INFORMATION)
USES AND GRATIFICATION THEORY
SURVEILLANCE (INFORMATION)
The surveillance need is based around the idea that people feel better having the feeling that they know what is going on in the world around them.
USES AND GRATIFICATION THEORY
SURVEILLANCE (INFORMATION)
The surveillance need is based around the idea that people feel better having the feeling that they know what is going on in the world around them.
The surveillance model then is all about awareness. We use the mass media to be more aware of the world, gratifying a desire for knowledge and security.
USES AND GRATIFICATION THEORY
SURVEILLANCE (INFORMATION)
An example:
As you are being driven home from school you see a hoard of police cars and roads being closed as several helicopters fly overhead. When you get home you turn on the television to find out what is going on.
USES AND GRATIFICATION THEORY
SURVEILLANCE (INFORMATION)
What other examples can you think of?
USES AND GRATIFICATION THEORY
SURVEILLANCE (INFORMATION)
What other examples can you think of?
• Crimewatch
USES AND GRATIFICATION THEORY
SURVEILLANCE (INFORMATION)
What other examples can you think of?
• Crimewatch
• Rogue Traders
USES AND GRATIFICATION THEORY
SURVEILLANCE (INFORMATION)
What other examples can you think of?
• Crimewatch
• Rogue Traders
• Watchdog
USES AND GRATIFICATION THEORY
ESCAPISM / DIVERSION
USES AND GRATIFICATION THEORY
ESCAPISM / DIVERSION
The diversion need describes what's commonly termed as escapism - watching the television so we can forget about our own lives and problems for a while and think about something else.
USES AND GRATIFICATION THEORY
ESCAPISM / DIVERSION
This can work with positive programmes, such as holiday shows or the constant happy endings in the Australian soap operas (Neighbours). Most commonly this positive diversion in film is associated with comedies.
USES AND GRATIFICATION THEORY
ESCAPISM / DIVERSION
This can work with positive programmes, such as holiday shows or the constant happy endings in the Australian soap operas (Neighbours). Most commonly this positive diversion in film is associated with comedies.
Or with negative programmes, such as the bleak EastEnders or a tragic film, which help to put our own problems into perspective: “At least my life's not that bad!”
USES AND GRATIFICATION THEORY
ESCAPISM / DIVERSION
What sort of things do you watch to take your mind off thingsif you’ve had a particularly rubbish day?
USES AND GRATIFICATION THEORY
ESCAPISM / DIVERSION
USES AND GRATIFICATION THEORY
PERSONAL IDENTITY
USES AND GRATIFICATION THEORY
PERSONAL IDENTITY
The personal identity need explains how being a subject of the media allows us to reaffirm the identity and positioning of ourselves within society.
USES AND GRATIFICATION THEORY
PERSONAL IDENTITY
The personal identity need explains how being a subject of the media allows us to reaffirm the identity and positioning of ourselves within society.
The characters in soaps are usually designed to have wildly different characteristics, so that everyone can find someone to represent themselves, someone to aspire to, and someone to despise.
USES AND GRATIFICATION THEORY
PERSONAL IDENTITY
The personal identity need explains how being a subject of the media allows us to reaffirm the identity and positioning of ourselves within society.
The characters in soaps are usually designed to have wildly different characteristics, so that everyone can find someone to represent themselves, someone to aspire to, and someone to despise.
This identification could act as a way to channel your own life, helping you to set goals to work to.
USES AND GRATIFICATION THEORY
PERSONAL IDENTITY
The use of the media for forming personal identity can also be seen outside of fiction:
USES AND GRATIFICATION THEORY
PERSONAL IDENTITY
The use of the media for forming personal identity can also be seen outside of fiction:
Sports personalities and pop stars can often become big role models, inspiring young children everywhere (which is why there's such an outcry when one of them does something wrong).
USES AND GRATIFICATION THEORY
PERSONAL IDENTITY
Write down two hobbies / interests that you have
USES AND GRATIFICATION THEORY
PERSONAL IDENTITY
Write down two hobbies / interests that you have
Now list TV shows that you might watch because of these interests
USES AND GRATIFICATION THEORY
RELATIONSHIPS
USES AND GRATIFICATION THEORY
RELATIONSHIPS
The relationships need is further split into two parts:
USES AND GRATIFICATION THEORY
RELATIONSHIPS
The relationships need is further split into two parts:
We can form a relationship with the media, and also use the media to form a relationship with others.
RELATIONSHIPS WITH MEDIA
RELATIONSHIPS BECAUSE OF MEDIA
USES AND GRATIFICATION THEORY
RELATIONSHIPS WITH MEDIA
Many people use the television as a form of companionship. This may seem sad, but think about how many times you've watched the TV on your own, or with other people but sitting in silence.
USES AND GRATIFICATION THEORY
RELATIONSHIPS WITH MEDIA
Many people use the television as a form of companionship. This may seem sad, but think about how many times you've watched the TV on your own, or with other people but sitting in silence.
The television is often quite an intimate experience, and by watching the same people on a regular basis we can often feel very close to them, as if we even know them.
USES AND GRATIFICATION THEORY
RELATIONSHIPS WITH MEDIA
Many people use the television as a form of companionship. This may seem sad, but think about how many times you've watched the TV on your own, or with other people but sitting in silence.
The television is often quite an intimate experience, and by watching the same people on a regular basis we can often feel very close to them, as if we even know them.
We also talk to the TV a lot. Not many football fans can sit through a televised match without shouting at the players or the referee, and many people tell characters what to (or not to do) next.
USES AND GRATIFICATION THEORY
RELATIONSHIPS WITH MEDIA
Have you ever cried when someone died in a film or TV show?
USES AND GRATIFICATION THEORY
RELATIONSHIPS WITH MEDIA
Have you ever cried when someone died in a film or TV show?
Do you ever get angry with what characters do?
USES AND GRATIFICATION THEORY
RELATIONSHIPS WITH MEDIA
Have you ever cried when someone died in a film or TV show?
Do you ever get angry with what characters do?
Do you tune in weekly to a show to find out what has happened?
USES AND GRATIFICATION THEORY
RELATIONSHIPS WITH MEDIA
Have you ever cried when someone died in a film or TV show?
The more we watch the same personalities, the more we feel we get to know them. Even though the relationship is completely one-sided, it's easy to see how we can fall in love with TV personalities.
Do you ever get angry with what characters do?
Do you tune in weekly to a show to find out what has happened?
USES AND GRATIFICATION THEORY
RELATIONSHIPS BECAUSE OF MEDIA
Another aspect to the personal relationships model is how we can sometimes use the media as a springboard to form and build upon relationships with real people.
USES AND GRATIFICATION THEORY
RELATIONSHIPS BECAUSE OF MEDIA
Another aspect to the personal relationships model is how we can sometimes use the media as a springboard to form and build upon relationships with real people.
Having a favourite TV programme in common can often be the start of a conversation, and can even make talking to strangers that much easier.
USES AND GRATIFICATION THEORY
RELATIONSHIPS BECAUSE OF MEDIA
Another aspect to the personal relationships model is how we can sometimes use the media as a springboard to form and build upon relationships with real people.
Having a favourite TV programme in common can often be the start of a conversation, and can even make talking to strangers that much easier.
You may decide to watch a particular show because your friends or people you want to impress are talking about it. You’re watching it to improve your relationships in the real world.
USES AND GRATIFICATION THEORY
RELATIONSHIPS BECAUSE OF MEDIA
Have you ever watched something so that you could join a conversation about that media text?
It could be a TV show, a Film, a film on Facebook, a YouTube video, etc.
USES AND GRATIFICATION THEORY
SURVEILLANCE (INFORMATION)
PERSONAL IDENTITY
ESCAPISM / DIVERSION
RELATIONSHIPS
AUDIENCE THEORY
EFFECTS THEORY
USES AND GRATIFICATION THEORY
RECEPTION THEORY
- 4 sub sections
- 4 sub sections
- 3 sub sections
O V E R V I E W
RECEPTION THEORY
RECEPTION THEORY
Reception Theory in terms of media products is adapted from literary reader response theory.
RECEPTION THEORY
Reception Theory in terms of media products is adapted from literary reader response theory.
The theory dates back many years, however it was the cultural theorist Stuart Hall who was the main proponent in applying reception theory to media analysis in the 1970’s.
RECEPTION THEORY
Reception Theory in terms of media products is adapted from literary reader response theory.
The theory dates back many years, however it was the cultural theorist Stuart Hall who was the main proponent in applying reception theory to media analysis in the 1970’s.
Hall strongly opposed the ideas held that audiences are passive and therefore effected in certain ways by media texts. Instead, Hall proposed that audience members can play an active role in decoding messages as they rely on their own social contexts.
RECEPTION THEORY
Hall developed his ideas and came up with what became the ‘Encoding and Decoding Model’
RECEPTION THEORY
Hall developed his ideas and came up with what became the ‘Encoding and Decoding Model’
Encoding
How the product is constructed by the producers of the text
RECEPTION THEORY
Hall developed his ideas and came up with what became the ‘Encoding and Decoding Model’
Encoding Decoding
How the product is constructed by the producers of the text
How the product is interpreted by the audience when they receive it
RECEPTION THEORYWhen talking about reception theory we always discuss it in relation to the decoding. However the type of response is meaningless without an understanding of the encoding.
RECEPTION THEORYWhen talking about reception theory we always discuss it in relation to the decoding. However the type of response is meaningless without an understanding of the encoding.
Producer encodes meaning(s) into
the text
Encoding
RECEPTION THEORYWhen talking about reception theory we always discuss it in relation to the decoding. However the type of response is meaningless without an understanding of the encoding.
Producer encodes meaning(s) into
the text
Audience has a preferred response
DecodingEncoding
RECEPTION THEORYWhen talking about reception theory we always discuss it in relation to the decoding. However the type of response is meaningless without an understanding of the encoding.
Producer encodes meaning(s) into
the text
Audience has a preferred response
Audience has a negotiated response
DecodingEncoding
RECEPTION THEORYWhen talking about reception theory we always discuss it in relation to the decoding. However the type of response is meaningless without an understanding of the encoding.
Producer encodes meaning(s) into
the text
Audience has a preferred response
Audience has a negotiated response
Audience has an oppositional response
DecodingEncoding
RECEPTION THEORY
RECEPTION THEORY
What has been encoded by the producers?
RECEPTION THEORY
What has been encoded by the producers?
The aim is to make the product look attractive and to generate sales. It’s an advertisement.
RECEPTION THEORY
What are the possible responses?
RECEPTION THEORY
What are the possible responses?
PreferredNegotiated
Oppositional
RECEPTION THEORY
What are the possible responses?
How would someone who had a preferred response be affected?
PreferredNegotiated
Oppositional
RECEPTION THEORY
What are the possible responses?
How would someone who had a preferred response be affected?
PreferredNegotiated
Oppositional
How would someone who had a negotiated response be affected?
RECEPTION THEORY
What are the possible responses?
How would someone who had a preferred response be affected?
PreferredNegotiated
Oppositional
How would someone who had a negotiated response be affected?
How would someone who had an oppositional response be affected?
RECEPTION THEORY
It is extremely important to always identify the intentions of the producers before determining whether a response is preferred,
negotiated, or oppositional.
RECEPTION THEORY
It is extremely important to always identify the intentions of the producers before determining whether a response is preferred,
negotiated, or oppositional.
Moving image examples
RECEPTION THEORY
Find an example of a short video clip for a partner on youtube.
Using your partners clip describe three different people, each one having a different response to the clip.
(Preferred / Negotiated / Oppositional)
AUDIENCE THEORY
EFFECTS THEORY
USES AND GRATIFICATION THEORY
RECEPTION THEORY
- 4 sub sections
- 4 sub sections
- 3 sub sections
O V E R V I E W
