l3 gd unit6cacmp_task3_121211

BTec Level 3Extended Diploma in Creative Media Production – Games Design

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Understand how media producers define audiences for their products

Understand how media producers create products for specific audiences

Understand how media audiences respond to media products

Be able to develop responses to media products

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

You need to understand how your audience responds to the product:

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience TheoryAudience theory provides a starting point for many Media Studies tasks. Whether you are constructing a game or analysing one, you will need to consider the destination of that media text (i.e. its target audience) and how that audience (or any other) will respond to that media text.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience TheoryAudience theory provides a starting point for many Media Studies tasks. Whether you are constructing a game or analysing one, you will need to consider the destination of that media text (i.e. its target audience) and how that audience (or any other) will respond to that media text.

Remember that a media text in itself has no meaning until it is read or decoded by an audience.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience TheoryAudience theory provides a starting point for many Media Studies tasks. Whether you are constructing a game or analysing one, you will need to consider the destination of that media text (i.e. its target audience) and how that audience (or any other) will respond to that media text.

Remember that a media text in itself has no meaning until it is read or decoded by an audience.

You’ve learned how audience is described and measured. Now you need a working knowledge of the theories which attempt to explain how an audience receives, reads and responds to a media text.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory

The Hypodermic Needle Model

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory

The Hypodermic Needle Model

The Inoculation Model

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory

The Hypodermic Needle Model

The Inoculation Model

The Two-Step Flow Model

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory

The Hypodermic Needle Model

The Inoculation Model

The Two-Step Flow Model

The Uses & Gratifications Theory

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory

The Hypodermic Needle Model

The Inoculation Model

The Two-Step Flow Model

The Uses & Gratifications Theory

The Reception Theory

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

The Hypodermic Needle Model

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Hypodermic Needle ModelDating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Hypodermic Needle ModelDating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Hypodermic Needle ModelDating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media.

The audience receive an intravenous injection of a media text, either positive or negative and are stimulated into a response.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Hypodermic Needle ModelDating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media.

The audience receive an intravenous injection of a media text, either positive or negative and are stimulated into a response.

This is a short-term effect and the audience is seen as passive and maleable.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

The Inoculation Model

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Inoculation ModelThis theory suggests that the long-term exposure to repeated media messages makes audiences immune to them.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Inoculation ModelThis theory suggests that the long-term exposure to repeated media messages makes audiences immune to them.

The audience is desensitised by the media text and can no longer be shocked by it.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Inoculation ModelThis theory suggests that the long-term exposure to repeated media messages makes audiences immune to them.

The audience is desensitised by the media text and can no longer be shocked by it.

Someone sensitised is more likely to commit a violent act as it is not seen as an extraordinary action. Again, the audience is seen as passive.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

The Two-Step Flow Model

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Two-Step Flow ModelPaul Lazarsfeld, Bernard Berelson, and Hazel Gaudet conducted a study in 1940 during the presidential election. They found that 50% of voters had made up their minds six months before the election and did not change their minds despite the influence of media debates and coverage.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Two-Step Flow ModelPaul Lazarsfeld, Bernard Berelson, and Hazel Gaudet conducted a study in 1940 during the presidential election. They found that 50% of voters had made up their minds six months before the election and did not change their minds despite the influence of media debates and coverage.

In addition, it was found that individual views were most affected by opinion leaders who played a key role in the communication process, filtering the message.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Two-Step Flow ModelPaul Lazarsfeld, Bernard Berelson, and Hazel Gaudet conducted a study in 1940 during the presidential election. They found that 50% of voters had made up their minds six months before the election and did not change their minds despite the influence of media debates and coverage.

In addition, it was found that individual views were most affected by opinion leaders who played a key role in the communication process, filtering the message.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - The Two-Step Flow ModelPaul Lazarsfeld, Bernard Berelson, and Hazel Gaudet conducted a study in 1940 during the presidential election. They found that 50% of voters had made up their minds six months before the election and did not change their minds despite the influence of media debates and coverage.

In addition, it was found that individual views were most affected by opinion leaders who played a key role in the communication process, filtering the message.

The audience is semi-active.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - Passive and Semi-Passive Models

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - Passive and Semi-Passive Models

The Hypodermic Model Two-Step Flow

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory - Passive and Semi-Passive Models

The Hypodermic Model Two-Step Flow

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Uses & Gratifications Theory

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications TheoryDuring the 1960s, as the first generation to grow up with television became grown ups, it became increasingly apparent to media theorists that audiences made choices about what they did when consuming media texts.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications TheoryDuring the 1960s, as the first generation to grow up with television became grown ups, it became increasingly apparent to media theorists that audiences made choices about what they did when consuming media texts.

Far from being a passive mass, audiences were made up of individuals who actively consumed media texts for different reasons and in different ways.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications TheoryDuring the 1960s, as the first generation to grow up with television became grown ups, it became increasingly apparent to media theorists that audiences made choices about what they did when consuming media texts.

Far from being a passive mass, audiences were made up of individuals who actively consumed media texts for different reasons and in different ways.

Move away from what media does to people and think of what people do with media.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications TheoryResearchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a media text for the following purposes:

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications TheoryResearchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a media text for the following purposes:

Information

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications TheoryResearchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a media text for the following purposes:

Information

Personal Identity

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications TheoryResearchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a media text for the following purposes:

Information

Personal Identity

Integration and Social Interaction

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications TheoryResearchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a media text for the following purposes:

Information

Personal Identity

Integration and Social Interaction

Entertainment

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications Theory

Information

The need to be informed – press, broadcast and online news.

Seeking advice on practical matters – how to fix the toilet.

Satisfying curiosity and general interest – pub quiz.

Learning; self-education – formal learning e.g. An OU course

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications Theory

Personal Identity

Comparing our own roles and values with similar roles and values represented in the media – buying Loaded to be one of the lads or referencing a soap opera to see how other teenagers behave in relationships. Seeing yourself in the game.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications Theory

Integration and Social Interaction

The need for companionship and interaction with others:

Identifying with others and gaining a sense of belongingHaving a substitute for real-life companionshipEnabling one to connect with family, friends and society

This can be through viewing fictional characters as friends, having the radio on all day for company or social media like Facebook.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Uses & Gratifications Theory

Entertainment

Fantasy, escaping, or being diverted, from problems

Relaxing

Filling time

Emotional release

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Reception Theory

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Active Models

Reception Theory

Extending the concept of an active audience still further, in the 1980s and 1990s a lot of work was done on the way individuals received and interpreted a text, and how their individual circumstances (gender, class, age, ethnicity) affected their reading.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Active Models

Reception Theory

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Active Models

Reception Theory

This theory points out that meaning of any media text is created by the audience - not the producer. Meaning is encoded into the media text but it is up to the audience what they take from it depending how they decode the signs within the text. Broadly speaking the audience can arrive at one of three readings:

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Active Models

Reception Theory

The Preferred Reading - Audience understands and accepts the ideology offered.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Active Models

Reception Theory

The Preferred Reading - Audience understands and accepts the ideology offered.

The Negotiated Reading - Audience understands the ideology offered, accepts some aspects of it but rejects other aspects.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

Audience Theory – Active Models

Reception Theory

The Preferred Reading - Audience understands and accepts the ideology offered.

The Negotiated Reading - Audience understands the ideology offered, accepts some aspects of it but rejects other aspects.

The Opositional Reading - Audience interprets the ideology offered in the opposite way than it is intended.

BTec Level 3Extended Diploma in Creative Media Production – Games Design

Unit 6 - Critical Approaches to Creative Media Products

http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID=audience

http://gottolovealex.wordpress.com/2010/11/02/uses-gratifications-understanding-and-reflecting/

http://coleshillmediasite.weebly.com/g322---audience-theory.html

http://www.communicationandculture.co.uk/Effects.pdf