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Critical Approaches

Critical Approaches. Assignment 3. Aims and objectives. Show an understanding of audience theories Write a summary of the two theory discussed in class Reflect on your own social network consumption. Assignment 3.

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Critical Approaches

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  1. Critical Approaches Assignment 3

  2. Aims and objectives • Show an understanding of audience theories • Write a summary of the two theory discussed in class • Reflect on your own social network consumption

  3. Assignment 3 Write an analysis of a social network. Use two examples to compare the signs conveyed from each website taking into account audience.

  4. Hypodermic Needle Theory • Known as the ‘magic bullet’ theory • The media has a powerful and direct effect on audiences by ‘injecting’ them with messages. • The Hypodermic Needle Theory no longer carries the respect it once did since its accuracy was found to be questionable.

  5. However… • The Hypodermic Needle Theory no longer carries the respect it once did since its accuracy was found to be questionable • Why? Discuss.

  6. Uses and Gratifications Theory • The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs. • The Uses and Gratifications Theory looks to answer three questions: • What do people do with the media? • What are their underlying motives for using said media? • What are the pros and cons of this individual media use?

  7. Why do we consume with the media? • Information • Identity • Integration and Social Interaction • Entertainment

  8. Information • Finding out about relevant events and conditions in immediate surroundings, society and the world • Seeking advice on practical matters or opinion and decision choices • Satisfying curiosity and general interest • Learning; self-education • Gaining a sense of security through knowledge

  9. Personal Identity • Finding reinforcement for personal values • Finding models of behaviour • Identifying with valued other (in the media)  • Gaining insight into ones self

  10. Integration and Social Interaction • Gaining insight into circumstances of others; social empathy • Identifying with others and gaining a sense of belonging • Finding a basis for conversation and social interaction • Having a substitute for real-life companionship • Helping to carry out social roles • Enabling one to connect with family, friends and society

  11. Entertainment • Escaping, or being diverted, from problems • Relaxing • Getting intrinsic cultural or aesthetic enjoyment • Filling time • Emotional release • Sexual gratification

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