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1(b) AUDIENCE

1(b) AUDIENCE. In your introduction: Who is the audience? How did you choose them? What expectations might they have of your text? How have you tried to meet these expectations? What is their motivation for accessing texts like yours?. The Bobo Doll Experiment

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1(b) AUDIENCE

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  1. 1(b) AUDIENCE

  2. In your introduction: • Who is the audience? How did you choose them? • What expectations might they have of your text? • How have you tried to meet these expectations? • What is their motivation for accessing texts like yours?

  3. The Bobo Doll Experiment • This was conducted in 1961 by Albert Bandura https://www.youtube.com/watch?v=Z0iWpSNu3NU

  4. In the experiment: • Children watched a video where an adult violently attacked a clown toy called a Bobo Doll • The children were then taken to a room with attractive toys that they were not permitted to touch • The children were then led to another room with Bobo Dolls • 88% of the children imitated the violent behaviour that they had earlier viewed. 8 months later 40% of the children reproduced the same violent behaviour

  5. The Effects Models (backed up by the Bobo Doll experiment) is still the dominant theory used by politicians, some parts of the media and some religious organisations in attributing violence to the consumption of media texts. • The Effects Models contribute to Moral Panics (Stanley Cohen) in the sense that: • The media produce inactivity, make us into students who won’t pass their exams or ‘couch potatoes’ who make no effort to get a job • The media produces violent ‘copycat’ behaviour or mindless shopping in response to advertisements

  6. Linear models • (a) ‘Two Step Flow’ theory Katz & Lazarsfeld (1955) • Ideas travel from mass media – to opinion leaders – to passive individuals in society • (b) Hypodermic Syringe Theory Adorno and The Frankfurt School (1920s) • Audiences accept the messages that are ‘injected’ into them by the media they consume

  7. This theory seem ‘outdated nowadays as audience are no longer passive. They are active audiences who enjoy being challenged by the media they consume and will not accept dominant readings necessarily. They can give oppositional readings. • These theories were popular when mass media was developing. They are they now outdated

  8. Task: 1(b) asks you to apply theory/media concepts to your coursework. But you may also suggest that some theories/media concepts DO NOT fit with your production work. • —How might these ‘linear models’ (two step flow and hypodermic syringe) be too limiting when evaluating the audience of your music magazine or radio drama?

  9. Uses and Gratifications theory • - Described a number of uses an audience might make of a media text. • - Explained that media texts fulfill audiences’ needs in a number of ways.

  10. Blumler (1972) said that there are four primary factors for which one may use the media: • Diversion: Escape from routine and problems; an emotional release • Personal Relationships: Social utility of information in conversation; substitution of media for companionship • Personal Identity: Value reinforcement or reassurance; self-understanding, reality exploration • Surveillance: Seeing what is going on in the world around you and measuring yourself against it

  11. Why do you think some media theorists consider this model to be outdated?

  12. Stuart Hall's Preferred Reading theory: • (also links with theory on Media Language) • Stuart Hall argues that media texts are constructed so that they have an intended or preferred reading, which will come from the producers’ own ideas and values. He suggests audiences decode texts in one of 3 ways: • Preferred – Negotiated – Oppositional

  13. Modern theory: Cultural Positioning (Davies and Harre 1990) • Another key debate in media is whether an audience can be forced to decode a text in a specific way, or whether an individual’s cultural positioning (could include gender, social group or individual experiences) determines the reading.

  14. So who controls the reading? • Are media representations no longer fixed? • Can media construct audience’s identity? • Consider how the media helps us to create identities for ourselves: • — As individuals • — As a society • — As members of specific groups

  15. Can we really separate people into specific groups or is this an artificial division? • Were these ‘differences’ between people originally there, or are they constructed by the media? • —Remind yourself: Who is the audience? How did you choose them? • —Might your target audience decode your text in different ways? • —How might your text and others like it play a part in shaping identities of individuals and groups?

  16. Exam question Analyse one of your coursework productions in relation to the concept of audience.

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