Component 1 Section B Flashcards
What is Blumler + Katz Audience theory?
Uses and gratifications
What is the uses and gratifications theory?
Suggests the audience is active and they select and watch media texts to fulfill their needs.
What was Dennis McQuail’s theory?
Surveillance -> News, reality TV
Personal Identity -> Characters, Celebrities, artists
Integration & Social Interaction -> What your friends watch, social media
Diversion -> Escapism (what you watch to escape from reality)
What is Stuart Hall’s reception theory?
The idea that communication process involving encoding by producers and decoding by audience
What is The dominant-hegemonic position?
The dominant-hegemonic position = Encoders intended meaning is fully understood and accepted.
What is The Negotiated Position?
The legitimacy of the encoders message is acknowledged in general terms.
What is the oppositional position?
The encoders message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way.
What are the audience categories?
A - Upper Middle Class
B - Middle Class
C1 - Lower Middle Class
C2 - Skilled Working Class
D - Working Class
E - People at lowest level of income
What is Young and Rubicam’s 4 C’s?
Cross Culture Consumer Characterisation
What is meant by the 4C’s?
States there are seven types of people in this which depends on their core motivation.
What are the audience types?
The Explorer - Need for chance, discovery.
The Aspirer - Focus on status
The Succeeder - Look for control
The Reformer - Core is enlightenment
The Mainstream = Strive for security, value for money
The Struggler - Seek escape (consume alcohol, drugs etc)
The Resigned = Older generation, unchanging values, aim to survive.
What is Gerbner + Gross’s cultivation theory?
The idea that the more an individual watches TV, the more they believe what they see on TV is a reflection of reality. (often reinforces mainstream values or “dominant ideologies”
