Section a audience theory
- 1. SECTION A – Audience Theory Question 1B AUDIENCE All media products have a target audience They also sometimes (particularly in the case of propaganda) try to construct a niche audience The producers text need to know the importance of their audience when making products THE FRANKFURT SCHOOL PENIS The FRANKFURT SCHOOL (a group of media theorists in the 1920s and 1930s) were concerned about the possible effects of mass media They proposed the “effects” model, which considered society to be composed of isolated individuals who were susceptible to media messages The FRANKIRT School envisioned the media as a HYPODERMIC SYRINGE The context of the media were injected into the thoughts of the audience, who accepted the attitudes and opinions and believed expressed by the media without questions. THE TWO STEP FLOW Developed by Lazarsfeld and Katz in the 1940s and 1950s Two steps: First - Opinion leaders get information from a media source Second opinion - leaders then pass the information, along with their interpretation, to others (friends, family, acquaintances, etc.) Audiences are active and seen as part of a society Social media is an example of the two step theory, allowing certain news trends to “trend” USES AND GRATIFICAITONS During the 60s, most families has a TV, it became increasingly apparent to media theorist that audiences made choices about what they did when consuming texts
- 2. SECTION A – Audience Theory Question 1B USES AND GRATIFICAITONS 1974 During the 60s, most families has a TV, it became increasingly apparent to media theorist that audiences made choices about what they did when consuming texts. 1. Diversion – escape from everyday problems and routines 2. Personal Relationships – using the media for emotional and other interaction, e.g substituting soap operas for family life 3. Personal Identity – finding yourself reflected in texts, learning behaviour and values from texts 4. Surveillance – information which could be useful for living e.g. weather reports, financial news, holiday bargains Since then, the list of Users and Gratifications has been extended particularly as new media forms have come along. Uses and gratifications Example How does it appeal to the audience Diversion: Entertainment and escapism Music videos are a form of diversion. Stopped and watched, amerced in the video. Teenage girls, outfits, having fun Personal relationships Super fans who know the spice girls, posters and adverts Posters, art Personal identity Harassing people and causing mischief and being disruptive Teenage girls could mimic their actions and do what they do Surveillance and Information
- 3. SECTION A – Audience Theory Question 1B DAVID MORLEY He says there are 3 ways we can read a media text Dominant (or ‘hegemonic’) reading The reader shares the programmes ‘code’ (its meaning, system of value, attitudes, beliefs and assumptions) and fully accepts the programmes ‘preferred reading’ Negotiated reading The reader partly shares the programmes code and broadly accepts the [referred reading, but modifies it in a way which reflects their positions and interests Oppositional (counter hegemonic) reading The reader does not share the programmes codes and rejects the preferred reading, bringing to bear an alternative frame of interpretations