active audiences

Question 1

Zillman (Uses and Gratification model) - Active audiences

Answer 1

A person’s mood may influence their media choice - for example, boredom might encourage exciting content and stress might encourage relaxing content. The same TV programme may satisfy the needs of individuals differently.

Question 2

McQuail (Uses and Gratification model) - Active audiences

Answer 2

There are categories of common reasons for media use. Information - relevant events, personal identity - personal values, integration - insight into circumstances of others, entertainment - emotional release.

Question 3

Hall (Neo-Marxist) - Active audiences

Answer 3

The audience is active. It is important that the audience code and decode messages. There are 3 ways audiences read messages: dominant/hegemonic reading - the audience takes the intended message, negotiated reading - the audience mixes the original message with additional ideas and oppositional reading - constructs a meaning that isn’t intended. He differentiated that an active audience engages, interprets and respond to a media text in different ways and is capable of challenging the ideas encoded in it. A passive audience is more likely to accept the messages encoded in the media text without challenge.

Question 4

Klapper (Selective Filter model) - Active audiences

Answer 4

For a media message to have any effect it must go through 3 stages: selective exposure - the audience must choose to view or read the content, selective perception - the audience may reject the message, and selective retention - the messages have to stick. Meaning the media reinforces l already held beliefs and attitudes.