2. AUDIENCE THEORY
• Why do audiences choose to consume the
certain media texts?
• How do they consume media texts?
• What happens when they consume media
texts?
3. We all know that media texts are constructed products that all have
a purpose and a message, but do we all use media for the same
reason and do we even see the same message?
4. • There are many theories concerned with
trying to understand the relationship between
audiences and media texts.
1. The Media Effects Model
2. The Uses and Gratifications Model
5. • Focus is on the effect of media and its influence
upon the audience.
• It is normally considered that this effect is
negative.
• Audiences are deemed to be passive and
powerless to resist influence.
• The power lies in the message of the text.
• Media messages are like drugs injected directly
into the audience (which is why this model is also
known as the Hypodermic Syringe Theory).
•
• Have you ever felt affected by the media?
THE MEDIA EFFECTS
MODEL
6. Does the Media really work like this? Some
points for discussion…
• China and government control of the media
• The Bobo doll experiment (psychology)
• School shootings in America
• Video game violence
Batman shooting
suspect James Holmes
The self-named Joker James
Holmes accused of killing 12 and
injuring 58 was an introverted
but extremely smart student.
7. Is considered to be the opposite of The Effects
Model.
The audience are active.
The audience choose to use the text and are
not used by it.
The audience use it for their own personal
pleasure or gratification.
Power is with the audience not the producers.
Focus on why we use media.
Audience are free to reject, play with or use the
media.
USES & GRATIFICATIONS THEORY
• Is considered to be the
opposite of The Effects
Model.
• The audience are active.
• The audience choose to use
the text and are not used by
it.
• The audience use it for their
own personal pleasure or
gratification.
• Power is with the audience
not the producers.
• Focus on why we use media.
• Audience are free to reject,
play with or use the media.
8. So the theory exists to explain why audiences consume
media texts. Below are some of the suggested reasons
for media consumption;
Information
• finding out about relevant events and
conditions in immediate surroundings,
society and the world
• seeking advice on practical matters or
opinion and decision choices
• satisfying curiosity and general interest
• learning; self-education
• gaining a sense of security through
knowledge
Personal Identity
• finding reinforcement for personal
values
• finding models of behaviour
• identifying with valued other (in the
media)
• gaining insight into one's self
Integration and Social Interaction
• gaining insight into circumstances of
others; social empathy
• identifying with others and gaining a sense
of belonging
• finding a basis for conversation and social
interaction
• having a substitute for real-life
companionship
• helping to carry out social roles
• enabling one to connect with family,
friends and society
Entertainment
9. Controversially the theory suggests that the consumption
of violent images can be helpful rather than harmful. The
theory suggests that audiences act out their violent
impulses through the consumption of media.
To what extent do
you think that
this is true?
Discuss.
10. CULTIVATION THEORY
“Living in the television world”
• Cultivation Theory definition: The
more Media products people
consume, the more likely they are
to hold a view of reality that is
closer to the Media’s depiction of
reality.
• For example: A person who
watches a lot of crime shows on
television will eventually believe
that there is a lot of violent crime
in the city that he/she lives in.
11. CULTIVATION THEORY
“Living in the television world”
• Focus is on how the media can change
attitudes
• The audience are thought to be passive
viewers
• The effect happens over the long-term
• The media is responsible for the way society
views itself and the wider world
• The audience are re-active in their actions
12. CULTIVATION THEORY
“Living in the television world”
• This video provides and interesting insight into
how this theory works and the reality of
media influence on attitudes values and
beliefs. It is in essence cultivation theory in
action!
• http://www.youtube.com/watch?v=PTlmho_RovY
13. INOCULATION THEORY
Inoculation Theory
definition: Continued
exposure to specific
Media messages (like
violence, for example) would
lead to an audience
becoming desensitised so
that real violence in this case
is dismissed as being
ordinary and unimportant.
Horrific or violent events
become normalised.
14. INOCULATION THEORY
• Focus is on how the media can change
attitudes
• The audience are thought to be passive
viewers
• The effect happens over the long-term
• The media is responsible for the way society
views itself and the wider world
• The audience are neutral in their actions
“Errr…it was the media what did it”
15. RECEPTION THEORY
• Based on Stuart Hall’s theory of Encoding and
Decoding (producers of media build messages
and the audience receive them), Reception
Theory is vastly different to the previously two
theories mentioned earlier.
• Reception Theory definition: Messages in the
Media are not simply passively accepted by the
audience, but that the reader / viewer interpret
the meanings of the text based on their individual
cultural background and life experiences.
16. RECEPTION THEORY
• The audience are active.
• The audience choose to use the text and are
not used by it.
• Power is with the audience not the producers.
• Audience are free to reject, play with or use
the media.
17. RECEPTION THEORY
• This theory suggests that the audience can receive the
media in 4 different ways;
• The audience member assumes the dominant position
when they recognise and agree with the full-preferred
meaning offered by the media text.
• The oppositional reading is established when the audience
member understands the preferred meaning, but disagrees
with it due to their own set of attitudes and beliefs.
• The negotiated reading is established when the audience
member opposes or has to adapt the preferred meaning.
• The aberrant decoding is where the audience member
reads the text in an unpredicted way, producing a deviant
meaning.
