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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?. Linear models.

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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. 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 The Frankfurt School (1920s) • Audiences accept the messages that are ‘injected’ into them by the media they consume

  4. This theory seem ‘outdated nowadays as audience are no longer passive.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 neccessarily. They can give oppositional readings. • These theories were popular when mass media was developing. They are they now outdated

  5. 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?

  6. 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. • In 1948, Harold Lasswellintroduced a four-functional interpretation of the media on a macro-sociological level. Media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals

  7. In 1972, Blumler, McQuail and Brown extended Lasswell's four groups. These included 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 or Individual Psychology: Value reinforcement or reassurance; self-understanding, reality exploration • Surveillance: Information about factors which might affect one or will help one do or accomplish something

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 Why do you think some media theorists consider this model to be outdated?

  9. 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 4 ways: • Dominant – Negotiated – Oppositional - Aberrant

  10. 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.

  11. 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

  12. 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?

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