Active Audiences

Question 1

What is the uses and gratifications model?

Answer 1

• suggests audiences are active as they’re using it for their own purposes and to satisfy their needs
• discusses what people do with the media
• individual characteristics influence how and why people access media to gratify their needs

Question 2

What did Zillmann say (support uses and gratifications model)?

Answer 2

• persons mood may influence their media choice
• eg. Boredom encourages choice of exciting content
• same TV programmes may satisfy the needs of individuals differently

Question 3

What is a media example for Zillman?

Answer 3

• Netflix provides different genres

Question 4

What are the 4 uses of the media?

Answer 4

1. Information
2. Personal identity
3. Social integration
4. Entertainment

Question 5

What is coding/decoding (Hall)?

Answer 5

• audiences are active not passive
• coding- media messages are produced or coded by media professionals in ways that support the power structures of society
• decoding- audiences are able to understand and decode messages in a way that reflects their social background and ideas

Question 6

What are the 3 ways of reading media messages (Hall)?

Answer 6

1. Dominant/hegemonic reading- audience takes message as intended by media professionals
2. Negotiated reading- audience mixes original message with additional ideas so intended message is slightly altered
3. Oppositional reading- audience constructs a meaning that is completely different to its intended meaning

Question 7

What is a media example for Hall?

Answer 7

• Loren Allred BGT golden buzzer

Question 8

What is the selective filter model (klapper)?

Answer 8

• audiences aren’t passive receptors of media propaganda but the media reinforces already held beliefs and attitudes
  1. Selective exposure- must choose to view, read or listen to content
  2. Selective perception- may not accept message and so may reject or ignore others
  3. Selective retention- messages have to stick in the mind of those who have accessed media content

Question 9

What is a media example for Klapper?

Answer 9

• Anti vaping