Audiences + Theorists Revision

Question 1

What are the three main theories we can apply that enable us a better understanding between the relationship between texts and audience?

Answer 1

• The Effects Model (Hypodermic Needle Theory)
• The Uses and Gratifications Model
• Reception Theory

Question 2

What is the Effects Model?

Answer 2

• states that the consumption of media texts has an EFFECT or INFLUENCE upon the audience
• this effect is usually NEGATIVE
• suggests audience are PASSIVE and powerless to prevent the influence and the power lies with message of text

Question 3

What idea does the Hypodermic Needle Theory suggest?

Answer 3

Suggests the messages in media texts are INJECTED into the audience by the powerful, syringe-like media

• the audience are passive and are unable to resist
• therefore the media works like a drug in order to make the audience become addicted and drugged by ideological messages

Question 4

Which piece of research acts as key evidence for the effects Model?

Answer 4

The Bobo Doll Experiment in 1961 by Albert Bandura

Question 5

What did the Bobo Doll Experiment conclude?

Answer 5

That children will imitate violent media content they have viewed

• eg Chucky Child’s play 3 & Murder Of James Bulger
• a clockwork orange > rapes and murders

Question 6

Why does the Effects Model contribute to moral panics?

Answer 6

The media produces inactivity and turn us into ‘couch potatoes’ who make no effort to do things we need to.
-The media also produces violent ‘copycat’ behaviour or ‘mindless shopping’ in response to advertisements

Question 7

What is the Uses and Gratifications Model?

Answer 7

• The OPPOSITE of the Effects Model.
• The audience are ACTIVE and they use the text; and are not used by it and so they have the power
• The audience uses the text for their own gratification or pleasure

Question 8

What does the audience use media texts to gratify the needs for?

Answer 8

• Diversion
• Escapism
• Information
• Pleasure
• Sexual pleasure
• Comparing relationships/own lifestyle

Question 9

What did Stuart Hall investigate?

Answer 9

He considered how media texts were ENCODED with meaning by producers and then DECODED by audiences

Question 10

What are the three types of audience readings Stuart Hall identifies in his RECEPTION THEORY?

Answer 10

• Dominant/preferred
• Negotiated
• Oppositional

Question 11

What is a DOMINANT reading? (Reception Theory)

Answer 11

Where the audience decodes the ideological messages as the producer wants them to do and broadly agrees with it

Question 12

What is a NEGOTIATED reading? (Reception Theory)

Answer 12

Where the audience accepts, rejects or refines elements of the text in light of previously held views
eg being disinterested

Question 13

What is an OPPOSITIONAL reading? (Reception Theory)

Answer 13

Where the dominant meaning is recognised but rejected for cultural, political or ideological reasons