Interpreting The Media Flashcards
What is uses and gratifications theory?
Developed by Blumer and Katz- says that people use the media to meet their needs. The audience actively chooses what media to experience. Everyone’s media diet is unique.
It is functionalists- it says the media exists to serve the needs of the public
What is selective filter model?
This theory says the audience choose which media to experience and control. The audience picks out parts of a message which fit in with their view of the world and ignore the rest
This model emphasises the power of the individual to control their experience of the media and says that people use media in a sophisticated way
Klapper argued that to get its message across, the media had to go through 3 selective filters -
selective exposure- people only consume the media they want and are able to get
Selective perception- people ignore messages they don’t want to hear
Selective retention- people tend to remember only what they agree with
This is criticised for overestimating the control of the individual over very powerful media messages
What’s the structured interpretation model?
This says there’s a dominant interpretation of media messages which audiences go along with. Like the other two theories, individuals actively pick which media they engage with, but this theory says the process takes place in a social context. The social context creates a ‘preferred reading’ of the media message. Eg a film is written and made with a preferred reading in mind
Different social groups have different dominant interpretations of the same text. So, this theory isn’t the same as earlier theories which saw the audience as a mass who all respond in the same way
What do postmodernists think of society?
Say that there are many meanings to any social or cultural aspect of life.
What do postmodernists say about the media?
The development of the media and technology have meant every day life is full of images and messages competing and conflicting with each other. The media presents so many different images and stories woven into everyday life that the boundary between reality and the media is blurred- media becomes reality. Eg the explosion of reality tv and interest in soap stars. The news isn’t objective truth but is still treated like a reality.
What is the postmodernist view of the media related to?
Simulacra- something that looks real but isn’t. It will replace reality
How is postmodernism criticised?
Too theoretical, no evidence
