Flashcards
Audience Theories
Cards in this deck (10)
- 1What is a preferred reading (or dominant system of response)?is a way of understanding the text that is consistent with the ideas and intentions of the producer or creator of the product. This may lead to an acceptance of the dominant values within the text.
- 2Define a negotiated reading (or subordinate response)the individual has a choice as to whether or not they accept the preferred reading as their own. Audience members may read the text though the filter of their own personal agenda. Although there may be an acceptance of the dominant values and existing social structure, the individual may be prepared to argue that a particular social group may be unfairly represented.
- 3What is an oppositional reading (or radical response)?individual members of an audience may completely reject the preferred reading of the dominant code and the social values that produced it.
- 4Define aberrant reading.is where an entirely different meaning from that intended by the maker will be taken form the text. This could be when individual members of the audience do not share, in any way, the values of the maker of the text.
- 5Hypodermic Theory (Short Term)The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with messages designed to trigger a response.
Developed in 1930s. All audience members react in the same way. All passively receive messages. Audience are manipulated The media affects thoughts and behaviour. Assumes the audience will copy whatever they see on screen. - 6Problems with the Hypodermic Syringe model.• Ignores people's free will • Ignores people's personalities • Ignores your environmental situation - what are you doing? Where are you consuming this text? • Doesn't consider the cultural upbringing that people have • Neglects to consider an individual's moral compass • Suggests the audience is PASSIVE
- 7Inoculation/Desensitisation Model (Long Term)Developed after criticization of the hypodermic needle model. This theory suggests that long term exposure to repeated media messages make audiences ‘immune’ to them. E.g. exposure to violence desensitises the audience with the result that they are no longer shocked by it.
- 8Moral PanicA moral panic is the intensity of feeling expressed in a population about an issue that appears to threaten the social order.
- 9What is the Active & Passive Audience theory?Academic theories of audience can be split between models which see the audience as passive and those which see it as active.
- 10he Two Step Flow Katz & Lazarsfeldconcluded the media alone wasn’t that influential in affecting an audience’s attitudes, but was part of a larger system of situated culture. • The audience often received the media’s message through ‘opinion leaders’ – individuals who pay close attention to the media and filter information to family and friends, so people receive the message without consuming the text. • Whilst this model still suggests that we rely on others to help us understand messages, and that others influence how we consume; it is treating the audience as active and not passive.
Information
- Description
- AS - Level Media Studies Flashcards on Audience Theories, created by Alpha Wolfrik on 28/04/2016.
- Created by
- Alpha Wolfrik
- Views
- 0
- Rating