Flashcards
Audience theory
Cards in this deck (7)
- 1Hypodermic Needle theoryImplies mass media had a direct, immediate and powerful effect on its audiences.
Suggests that the audience is passive. - 2Two-Step flow1. Opinion leaders get their information from media source
2. Opinion leaders then pass on that information along.
Mass Media -> Opinion Leader -> Rest of Audience
Suggests that the audience is semi- passive. - 3Uses and GratificationWatch the media for five different reasons - Inform & Educate
- Entertained
- Identity
- Integration & Social interactions.
- Escapism
- Surveillance - 4Reception TheoryAudience decode media in 3 different ways;
Dominant
Negotiated
Oppositional
Cultural Background is important in this theory, because there are responses in each cultural background - 5Reception Theory || Dominant ReadingIntended Reading by Media Creators -
Accept ideas that the media text gives out. - 6Reception Theory || Negotiated ReadingAccepting New Ideas
- 7Reception Theory || Oppositional ReadingAgainst the idea of the media text
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- AS - Level Media Studies (Theories) Flashcards on Audience theory, created by beabusico01 on 19/02/2016.
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- beabusico01
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