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Audience theory

Audience theory . Be aware of three theories: Effects theory (the hypodermic needle model)- you only need to mention this briefly as it is an outdated model. Uses and Gratifications theory ( McQuail , 1987) Reception theory (Stuart Hall, 1980). Hypodermic Needle Model .

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Audience theory

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  1. Audience theory • Be aware of three theories: • Effects theory (the hypodermic needle model)- you only need to mention this briefly as it is an outdated model. • Uses and Gratifications theory (McQuail, 1987) • Reception theory (Stuart Hall, 1980)

  2. Hypodermic Needle Model • 1. The Hypodermic Needle Model • Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media. It is a crude model (see picture!) and suggests that audiences passively receive the information transmitted via a media text, without any attempt on their part to process or challenge the data.

  3. Basically.... • Basically, the Hypodermic Needle Model suggests that the information from a text passes into the mass consciousness of the audience unmediated, i.e. the experience, intelligence and opinion of an individual are not relevant to the reception of the text. • This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive and homogenous. • This theory is still quoted during moral panics by parents, politicians and pressure groups, and is used to explain why certain groups in society should not be exposed to certain media texts (comics in the 1950s, rap music in the 2000s), for fear that they will watch or read sexual or violent behaviour and will then act them out themselves.

  4. McQuail’s typology of Uses and Gratifications • McQuail (1987) came up with the following useful typology of Uses and Gratifications to explain why we use the media: • Information- we want to find out about society and the world- perhaps through news and documentaries. • Personal identity- we may watch film or TV to look for models for our behaviour. For example, we may identify with characters we see in a soap. • Integration and social interaction- television and film may help us to get on with friends as we are able to discuss programmes and films with them. Also, those who we see in the media could become a substitute for real companions. • Entertainment- sometimes we simply use the media for enjoyment, relaxation or just to pass time. ** See the much more detailed sheet on the blog on McQuail’s typology**

  5. Applying McQuail to your piece EXAMPLE • Gaining insight into circumstances of others; social empathy- we presented a realistic look at the lives of young people in Manchester, how they enjoy life and also the difficulties. We filmed on location in central Manchester, emphasising both the wealth and poverty of the big city, allowing the audience to gain insight into the lives of both rich and poor. The lyrics ‘a dollar and a dream’ fit in with the idea of young people trying to get on and better themselves in the world, a situation that many in our audience would be able to empathise with. The idea of dreaming of better things was shown by the focus on some of the high buildings and beautiful architecture of Manchester.

  6. Reception theory (Stuart Hall, 1980) • Reception theory states that media texts are encoded by the producer- they are loaded with values and messages. • However, the text is then decoded by spectators. However, different spectators will decode the text in different ways, perhaps not in the way the producer intended.

  7. Reception theory (Stuart Hall) According to Hall, audience members adopt one of the following three positions when they decode the text: • Dominant, or Preferred, Reading - how the producer wants the audience to view the media text; • Oppositional Reading - when the audience rejects the preferred reading, and creates their own meaning for the text; • Negotiated Reading - a compromise between the dominant and oppositional readings, where the audience accepts parts of the producer's views, but has their own views on parts as well.

  8. Reception Theory Lots of factors could affect whether we take the dominant, oppositional or negotiated reading. • Life experience • Mood at the time of viewing • Age • Culture • Beliefs • Gender

  9. Why might an audience member… … take the dominant position: clear messages in your video; audience member is same age/ culture; your video is relevant to modern society; your video has an easy to follow narrative; your video deals with themes that are relevant to your audience; audience member likes this style of music … take an oppositional position: your video has difficult or controversial themes; audience member disagrees with the messages in your video; audience member dislikes this style of music; your video has a complex narrative structure; your video does not deal with themes in modern society; your video references a previous era; audience member has different beliefs; audience member is of a different age/ from a different culture. … take a negotiated position: a combination of some of the above e.g. audience member likes this style of music, is of the same age as you and understands some of the messages, but the narrative is complex and this inhibits full understanding

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