Evaluation Task 3

1. Evaluation Task 3 What have you learned from your audience feedback? We showed our video to a focus group of 16-18 year olds in order to obtain feedback on our media products. After the screening of the video, we asked them a series of questions related to our video and ancillary texts and were open to any constructive criticism or improvements that could have been made .

2. The Uses and Gratifications Model (Lazarfeld, Blumer and Katz) The uses and gratifications model suggests that audiences are far from passive in their approach to the media; rather they actively choose and consume the media to satisfy particular needs and gratifications which they exhibit.

3. The Encoding/Decoding Model (Stuart Hall) A theoretical model which is based upon the notion that the audience do not act as a mass, but rather as a collection of smaller groups defined by social and ideological elements. Media texts are encoded (both consciously and unconsciously) within the values of their producers – generally white, middle-class men – however the audience is not made up exclusively of these groups and different groups are likely to interpret the text in different ways.