Audience Effects Models - Perception Analysis Model Flashcards
What is meant by ‘media ia polysemic’
Media has more than one interpretation
What is the Perception Analysis model
Audiences are not homogenous - they acively interpret content in subcultural ways based on on social backgrounds, values and beliefs
Who did a study on 29 different groups and what did he find
Morely - groups actively choose to make one of 3 interpretations:
Preferred/Dominant
Oppositional
Negotiational
Acknowledges these interpretations may change as our experiences change after belonging to different social groups
What is meant by the Preferred/ Dominant interpretation of media
Most groups interpretations of the media reflec the wider consensus
What is meant by the Oppositional interpretation of the media
Minority who oppose the views in media
What is meant by the Negotiational interpretation of the media
Reinterpret the media to fit their own opinions and values
