Audience

Detached analysis of ONE of your pieces of coursework

Detailed reference to your coursework

Stick to the concept in the question

Use two theorists

Audience

Audience

Intelligence and opinion of an individual are not relevant to the reception of a media text.

Do you agree?

Audience1920s

Effects Model / Hypodermic Theory

Mass audiences and mass media

During the consumption of media texts, audiences passively receive information

without any attempt to challenge or interpret it.

The message of the text is received.

Audience

Effects Model / Hypodermic Theory

Message is injected into the audience by the syringe of the media text.

Audience does not challenge or process the information.

Audience

War of the Worlds

1938 Radio Broadcast

What effect did it have on SOME of the audience at the time?

Audience

Uses and Gratification Model

Opposes the Effects Model

The audience is active

Uses the text for gratification or pleasure

Blulmer and Katz (1974)

Audience

Name any types of media texts that you can think of.

Examples:

Current Affairs Programmes, Pornography, Horror Films

Audience

Uses and Gratification Model

Blumler and Katz (1974)

Diversion

Personal Relationships

Personal Identity

Surveillance

Audience

Uses and Gratification Model

Blumler and Katz (1974)

Diversion - Escapism

Personal Relationships – using media for emotion and other interaction

Personal Identity – finding personal attitudes reflected in texts

Surveillance – news, weather, holidays

Audience

Reception Model

Stuart Hall

Texts are encoded by producers

Texts are decoded by consumers

Audience

Reception Model

Producers create texts and encode a message they wish to convey to the audience.

Audiences consume the texts and decode a message.

Audiences can reject or fail to decode a message in the way producers intend.

Audience

Reception Model

Dominant

Negotiated

Oppositional

Audience

Reception Model

Dominant

Where the audience decodes the message as the producer wants them to and broadly agrees

with it

Audience

Reception Model

Negotiated

Where the audience accepts, rejects or refines elements of the text in light of previously held

views

Audience

Reception Model

Oppositional

Where the dominant meaning is recognised but rejected for cultural, political or ideological

reasons