Active Audiences Flashcards
1
Q
What is the uses and gratifications model?
A
- 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
2
Q
What did Zillmann say (support uses and gratifications model)?
A
- persons mood may influence their media choice
- eg. Boredom encourages choice of exciting content
- same TV programmes may satisfy the needs of individuals differently
3
Q
What is a media example for Zillman?
A
- Netflix provides different genres
4
Q
What are the 4 uses of the media?
A
- Information
- Personal identity
- Social integration
- Entertainment
5
Q
What is coding/decoding (Hall)?
A
- 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
6
Q
What are the 3 ways of reading media messages (Hall)?
A
- Dominant/hegemonic reading- audience takes message as intended by media professionals
- Negotiated reading- audience mixes original message with additional ideas so intended message is slightly altered
- Oppositional reading- audience constructs a meaning that is completely different to its intended meaning
7
Q
What is a media example for Hall?
A
- Loren Allred BGT golden buzzer
8
Q
What is the selective filter model (klapper)?
A
- 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
9
Q
What is a media example for Klapper?
A
- Anti vaping
