1
Q
Use and Gratifications model
A
- uses and gratifications model suggests that the audience is an active agent when using the media as they are using it for their own purpose and to satisfy their needs.
- gratification model discusses ‘what people do with the media’ meaning they do not directly discuss media effects.
- Active audience theorists argue that individual characteristics may influence how and why people access the media to gratify their needs.
- These could be base on social class, gender, ethnicity and age
2
Q
Zillman
A
- A person’s mood may influence media choice
- boredom might encourage the choice of exciting content, whereas stress might encourages the choice of relaxing content
- Explains that the same tv programme may satisfy the needs of individuals differently
- These different needs are associated with individual personalities, stages of maturation, backgrounds and social roles
3
Q
McQuail
A
- following categories of common reasons for media use:
- information
- personal identity
- integration and social interaction
- entertainment
4
Q
information
A
- mquail
- finding out about relevant events, seeking advice on practical matters or opinions and decisions, satisfying curiosity and general interests, learning, gaining a sense of security through knowledge.
5
Q
Personal identity
A
- mcquail
- reinforcement for personal values, finding models of behaviour, identifying with valued others in the media, gaining insight into oneself.
6
Q
Integration and social interaction
A
mcquail
- gaining insight into circumstances of others, identifying with others, finding a basis for conversation, having a substitute for real life companionship, helping to carry our social roles, enabling one to connect with family, friends and society
7
Q
entertainment
A
- mcquail
- escaping or being diverted from problems, relaxing, getting cultural or aesthetic enjoyment, filling time, emotional release, sexual arousal
8
Q
Hall
A
Coding/Decoding model
9
Q
Coding/Decoding model
A
- people make sense of media texts and claimed audiences were active not passive.
- importance of examining code and decoding of media texts:
- Coding
- Decoding
- suggests that there are different possible ways of ‘reading’ a media passage
- It is clear that:
- An active audience engages, interprets and responds to a media text in different ways and is capable of challenging the idea encoded in it.
- A passive audience is more likely to accept the messages encoded in a media text without challenge and are therefore more likely to be directly affected by the messages.
10
Q
Coding
A
- hall
- media messages are produced or coded by media professionals in ways that support the power structures of society
11
Q
decoding
A
- hall
- argues that the audiences are able to understand, and decode these messages in a way that reflects their social background and ideas
12
Q
different possible ways of ‘reading’ a media passage:
A
- Dominant or hegemonic reading
- The negotiated reading:
- The oppositional reading
13
Q
Dominant or hegemonic reading
A
- hall
- the audience takes in the meaning that media professionals intent: they ‘believe the message’
14
Q
The negotiated reading
A
- hall
- the audience mixes the dominant reading with alternative ideas and the meaning is slightly altered in relation to that intended by media professionals
15
Q
The oppositional reading:
A
- hall
- the audience constructs a meaning that is totally different to the dominant reading intended by media professionals.
16
Q
klapper
A
Selective Filter Model
17
Q
Selective Filter Model
A
- Klapper developed the selective filter model and argued that audiences are not passive receptors of media propaganda but that the media reinforces already held beliefs and attitudes
- stated that for a media message to have any effect, it must pass through 3 filters:
18
Q
3 filters that the media messages have to go through to have an effect
A
- selective exposure
- ## selective perception
19
Q
SELECTIVE EXPOSURE
A
- the audience must choose to view, read or listen to the content of specific media. Media messages can have no effect if no one sees or hears them.
- However, what the audience chooses to access depends upon their interests, education, work commitments etc.
- the audience has a choice to engage with the media they are exposed to.
20
Q
SELECTIVE PERCEPTION
A
- the audience may not accept the message; some people may take notice of some media content, but decide to reject or ignore others.
- For example, a smoker may reject an anti-smoking message in favour of other messages.
21
Q
- uses and gratifications model suggests that the audience is an active agent when using the media as they are using it for their own purpose and to satisfy their needs.
- gratification model discusses ‘what people do with the media’ meaning they do not directly discuss media effects.
- Active audience theorists argue that individual characteristics may influence how and why people access the media to gratify their needs.
- These could be base on social class, gender, ethnicity and age
A
Use and Gratifications model
22
Q
- A person’s mood may influence media choice
- boredom might encourage the choice of exciting content, whereas stress might encourages the choice of relaxing content
- Explains that the same tv programme may satisfy the needs of individuals differently
- These different needs are associated with individual personalities, stages of maturation, backgrounds and social roles
A
Zillman
23
Q
- following categories of common reasons for media use:
- information
- personal identity
- integration and social interaction
- entertainment
A
McQuail
24
Q
Coding/Decoding model
A
Hall
25
Selective Filter Model
klapper
26
- Klapper developed the selective filter model and argued that audiences are not passive receptors of media propaganda but that the media reinforces already held beliefs and attitudes
- stated that for a media message to have any effect, it must pass through 3 filters:
Selective Filter Model
AUDIENCE EFFECTS & MORAL PANICS
flashcards
Decks in class (3)
# Cards
