Media and Society Part 2

Media and Society Part 2

1. AUDIENCES

2. POWERFUL MESSAGES VS. POWERFUL USERS

   • Film industry started in 1920's - beginning of passive audience
     • Idea that media = cause + effect
       • This led to idea of propaganda
   • 1930'a - media became realistic and causes moral panics.
     • http://www.slideshare.net/kimberleyfinn/moral-panic http://eprints.bournemouth.ac.uk/21051/1/JNC-2013-Chapter-24-Luce.pdf
     • Audiences can act irrationally - even now!
       • E.G. terrorism, mods vs rockers, big Kim K bums, One D Zayn leaving helpline
     • Stanley Cohen
       • http://eprints.bournemouth.ac.uk/21051/1/JNC-2013-Chapter-24-Luce.pdf

3. HYPODERMIC NEEDLE THEORY

   • Incredibly outdated! Developed in 1930's
   • Idea that the whole audience reacts to media in exactly the same way
     • Media has a direct, powerful effect on the audience
     • Powerful media against a weak audience
   • A passive audience accepts the messages being spoon fed to them with no opinion or experience on the matter.
   • Media is a 'threat' according to this theory

4. ACTIVE AUDIENCES

   • Opposes claims made by mass audience theories
   • Audiences make their own meanings out of the media, getting involved with the messages often subconsciously.
     • An individual's own social and personal contexts effect this
   • Audiences are still influenced by the media but have more power over what, who and when.
   • Idea that people are vulnerable and need to be shielded from media

5. USES & GRATIFICATIONS THEORY

   • Blumler and Katz - 1940's
   • What audiences do with the media...
     • Different audiences use media in different ways
       • Aud is heterogeneous
       • Aud is powerful
     • Uses the media to fulfil certain needs
       • Personal Identity
         • Comparing yourself to role models and finding similarity and comfort in aspiring to be them
         • Having the same values as others
       • Personal Relationships
         • Decide to get involved, discuss media, talk to peers.
         • Allows you to conform to certain social rings/groups/classes
       • Survelliance
         • Acquiring info and gaining knowledge and education.
       • Escapism
         • Distraction from reality
   • Criticisms
     • Public have no control over what the media shows
       • Idea that WE use the media for certain needs does not explain the power the media has over us.
     • Does the audience have free will over how media effects them?
       • Hegemony - certain newspapers support certain political parties.

6. ENCODING/DECODING THEORY

   • Stuart Hall - 1970's
   • Media ENcode the message, audience DEcode message
     • Audiences decode messages in three ways...
       • Dominant
         • Consumer takes meaning directly and decodes exactly the same as encoding.
         • No misunderstanding of producer and consumer as they are from similar backgrounds 'theoretically'
       • Negotiated
         • Acknowledging the dominant message, but are not willing to completely accept it the way the encoder has intended.
           • Audience modify this according to own experiences and interests
       • Oppositional
         • Audience's social background means they are directly opposed to the dominant code but understand the meaning.
           • Usually reject message