Critical approaches week7 - audience theory
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Critical Approaches to Critical Approaches to Media Products Media Products BTEC National Diploma in Media (Games)
Transcript of Critical approaches week7 - audience theory
Critical Approaches to Critical Approaches to Media ProductsMedia ProductsBTEC National Diploma in Media (Games)
Develop our responses to media products/texts. (GENRE)
How the industry defines an audiences for their products/texts (DEMO/PYSCHOGRAPHIC)
How the industry create products for specific audiences/texts (ANCHORAGE)
How different audiences respond to media products/texts (AUDIENCE THEORY)
How different audiences respond
to media products/texts.
Effects DebateEffects Debate
http://www.youtube.com/watch?v=2Q0FoBuOdR8&feature=relmfu
Dr Michael MorganUniversity of Massachusetts
Doctor of Communication Theory
Audience TheoryAudience Theory
Cultivation Theory:
Study around the effect of mass media communication forms on a population.
“those who spend more time watching television are more likely to perceive the real world in ways that reflect the most common and recurrent messages of the television world, compared with people who
watch less television”
Drama clip: http://www.youtube.com/watch?v=wn6phBkcyqk&feature=relatedAnim: http://www.youtube.com/watch?v=Vw9DsOA1Y-w&feature=related
Audience TheoryAudience Theory
Is life better on screensIs life better on screens
Who do we think we are?Who do we think we are?
Audience TheoryAudience Theory
What do we think is possible?
What are we afraid of?
Audience TheoryAudience Theory
DO YOU THINK WE’RE EFFECTED BY THE MEDIA WE CONSUME?
You are what you eat?
Audience TheoryAudience Theory
• Two opposing theories, • Hypodermic Needle is:
“An intended message is directly received and wholly accepted by the receiver. Consumers have no say in
how the media influences them.”
• Uses and gratifications is:“People are not helpless victims of all powerful media, but
use media to fulfil their various needs: Escape, Social Interaction, identity, educate and entertain.”
How could these theories affect game development?
Audience TheoryAudience Theory
• Hypodermic Needle is:
Kids: http://www.youtube.com/watch?v=Pz_tjIULlYkAnim: http://www.youtube.com/watch?v=8w1t9U63ANs
• http://www.youtube.com/watch?v=Wf6omuz1MrM&feature=related Discuss
Audience TheoryAudience Theory
Dr Michael MorganUniversity of Massachusetts
Doctor of Communication Theory
Theory: http://www.youtube.com/watch?v=Yd88H_5k-rY
Historical Examples
Translation “The real Jew”
“Long Live Germany”
“A wave of mass hysteria disrupted households, interrupted religious services,
caused traffic jams and clogged communication systems. People fled their city
homes to seek shelter in more rural areas, raided grocery stores and began to ration food.
The nation was in a state of chaos”
Media theorists have classified the "War of the Worlds" broadcast as the archetypal example of the Hypodermic Needle Model. This is exactly how the theory worked, by injecting the message directly into the "bloodstream" of the public, attempting to create a uniform thinking.
Still applicable today…?
Cultural influence
Political influence
Audience TheoryAudience Theory
• Active Consumption is:“Critically assessing a media text before accepting it, or
maintaining a critical distance from the text” (Sinistre)
• Passive Consumption is:“accepting things without thinking”
(Sinistre)
• Which of the consumptions compliment each theory?• How would the models affect the way you created a Game
with a message/meaning?
Modern AdjustmentModern Adjustment
Audience TheoryAudience Theory
• Uses and gratifications is
• Clip: http://www.youtube.com/watch?v=X-UesKAJvTQ&feature=results_video&playnext=1&list=PL52C3838371D14C6F
What needs do we fulfil through media?
Katz 1959 - “what people do with media” rather than “what media does to people”Katz 1959 - “what people do with media” rather than “what media does to people”
Example gratifications Example gratifications could be for…could be for…
Education Entertainment Information Speculation Social interaction Discussion
• Speculation• Gaining
information• Help gain identity• Finding distraction• Making us feel
better about ourselves
• Reinforcing our beliefs
Audience TheoryAudience Theory
For what purpose do people For what purpose do people watch..?watch..?
For what purpose do people For what purpose do people use..?use..?
Audience TheoryAudience Theory
Dr Michael MorganUniversity of Massachusetts
Doctor of Communication Theory
Theory: http://www.youtube.com/watch?v=W9zBroomF0g&feature=related
Case StudyCase Study
What is the What is the media effects media effects debate, and debate, and how has it how has it been been represented represented in this video in this video for audience for audience effect?effect?
