Further Research/ Revision- Media Audience/Industries
Media Audience
Theories-
Uses and Gratification Theory
Reception Theory- Hall
Cultivation Theory- Gerbner
Media Effects- Bandura
Fandom- Jenkins
End of Audience Theories- Shirky
The uses and gratification theory comments on the roles of the audience and the media being consumed. It is a popular approach to understanding mass communication. The audience choose what type of media they consume, and are responsible to choose the media that meets their needs.
Identify, Educate, Entertain, Social Interaction
Criticisms of the theory:
- no control
-unconscious influence on our lives
-assumes media has power
Reception theory states that Hall's 'encoding-decoding' model argued that the media producers encode 'preferred meanings' into texts, but these texts may be read by their audiences in a number of different ways.
The dominant hegemonic position: a preferred reading that excepts the texts message, and the ideological assumptions behind the message.
The renegotiated position: accepting the ideas behind it, the reader can see the elements which are right and wrong to your beliefs.
The op-positional reading: disagree with everything being said that is against your beliefs.
Cultivation Theorist is Gerbner who said that if you are exposed to the same media all the time it may change your beliefs, for example; re-reading news or always only reading one type of newspaper.
Media Effects shows the media can influence people directly. Human values, judgement and conduct can be altered directly by media modelling. The data they collected supports the idea that the audience is passive. You can be affected by the media without experiencing it first hand. (Bandura)
Fandom shows that fans act as 'textual poachers' taking elements from media texts to create their own culture. The audience is therefore active, generating 'collective intelligence' social groups leading the change, 'spreadable media'. (Jenkins)
End of Audience Theories show that in the 'old' media centralised producers address atomised consumers. In the 'new' media every consumer is now a producer. Traditionally 'filter then publish' however now 'publish then filter' is the way news works. The consumer producers have different motivations to the professional producers as they value autonomy, they do it for themselves. The content can be much better when relying on everyone rather than a few employers. The internet has altered the idea of news. (Shirky)
Media Industries-
Theorists, Power and media industries- Curran and Seaton
A political economy approach to the media:
-ownership
-control
(the most significant factors in how the media operate)
-Capitalist pattern of increasing concentration of ownership in fewer hands.
-Narrows the range of opinions
-Profits come first at the expense of creativity and quality
-The internet does not offer a level playing field for diverse voices to be heard
-Constrained by nationalism and state censorship
-News is still controlled by powerful news organisations, oligarchy
Theories-
Uses and Gratification Theory
Reception Theory- Hall
Cultivation Theory- Gerbner
Media Effects- Bandura
Fandom- Jenkins
End of Audience Theories- Shirky
The uses and gratification theory comments on the roles of the audience and the media being consumed. It is a popular approach to understanding mass communication. The audience choose what type of media they consume, and are responsible to choose the media that meets their needs.
Identify, Educate, Entertain, Social Interaction
Criticisms of the theory:
- no control
-unconscious influence on our lives
-assumes media has power
Reception theory states that Hall's 'encoding-decoding' model argued that the media producers encode 'preferred meanings' into texts, but these texts may be read by their audiences in a number of different ways.
The dominant hegemonic position: a preferred reading that excepts the texts message, and the ideological assumptions behind the message.
The renegotiated position: accepting the ideas behind it, the reader can see the elements which are right and wrong to your beliefs.
The op-positional reading: disagree with everything being said that is against your beliefs.
Cultivation Theorist is Gerbner who said that if you are exposed to the same media all the time it may change your beliefs, for example; re-reading news or always only reading one type of newspaper.
Media Effects shows the media can influence people directly. Human values, judgement and conduct can be altered directly by media modelling. The data they collected supports the idea that the audience is passive. You can be affected by the media without experiencing it first hand. (Bandura)
Fandom shows that fans act as 'textual poachers' taking elements from media texts to create their own culture. The audience is therefore active, generating 'collective intelligence' social groups leading the change, 'spreadable media'. (Jenkins)
End of Audience Theories show that in the 'old' media centralised producers address atomised consumers. In the 'new' media every consumer is now a producer. Traditionally 'filter then publish' however now 'publish then filter' is the way news works. The consumer producers have different motivations to the professional producers as they value autonomy, they do it for themselves. The content can be much better when relying on everyone rather than a few employers. The internet has altered the idea of news. (Shirky)
Media Industries-
Theorists, Power and media industries- Curran and Seaton
A political economy approach to the media:
-ownership
-control
(the most significant factors in how the media operate)
-Capitalist pattern of increasing concentration of ownership in fewer hands.
-Narrows the range of opinions
-Profits come first at the expense of creativity and quality
-The internet does not offer a level playing field for diverse voices to be heard
-Constrained by nationalism and state censorship
-News is still controlled by powerful news organisations, oligarchy
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