Lecture 4: Understanding Media Audiences

Question 1

State the three ways through which the media influences its audience.

Answer 1

1. Powerful Effects Theory (PET)
2. Cultivation Theory (CT)
3. Uses & Gratifications Model (U&G)

Question 2

Define the Powerful Effects Theory (PET).

Answer 2

The media has an immediate and direct influence over us. It injects messages into you, telling you what to believe and what to do.

Question 3

List the three assumptions that explain why PET is flawed.

Answer 3

PET assumes that

1. Audiences are homogenous. This neglects a person’s age, background, personal experiences, etc.
2. Audiences are passive.
3. Audiences are uncritical.

Question 4

Why doesn’t PET always hold true?

Answer 4

People do reject what the media presents since we are

1. Diverse
2. Active
3. Critical thinkers

Question 5

How do you apply PET in your explanations?

Answer 5

PET is applied correctly only when you show that the effects are immediate.

Question 6

Define Gerbner’s Cultivation Theory (CT). Give an example to support this definition.

Answer 6

Heavy mass media users tend to “cultivate” perceptions of the world that are congruent with those shown in the media. According to Gerbner, viewers who watch more programmes on violence tend to think that the world is violent.

Question 7

According to CT, how are heavy and light mass media users impacted by the media?

Answer 7

Heavy mass media users allow the media to shape their reality much more than light media users. Since media portrayals are exaggerated, heavy media users tend to have erroneous perceptions of reality.

Question 8

How is CT detrimental to society? Give an example to support your explanation.

Answer 8

According to CT, if primetime news often reports about African Americans committing crimes and you are a heavy mass media user of the news, you will believe that African Americans are dangerous.

This is because your perception of African Americans will be congruent to how the media portrays them.

This is detrimental to society as such media portrayals are often exaggerated and biased.

Question 9

What is the relationship between Cultivation Theory (CT) and Mean World Syndrome (MWS)?

Answer 9

CT: Heavy mass media users of violent content tend to “cultivate” perceptions of a violent world that are congruent with those shown in the media.

Link: Contrary to popular belief that consuming violent content is likely to make us violent, it makes us more fearful of violence being done unto us instead.

MWS: As such, heavy mass media users of such content suffer from paranoia and develop a fear of being victim to violent crimes (i.e. MWS).

Question 10

Using the example of violent content, what is the relationship between CT, desensitisation, and acceleration?

Answer 10

CT → Desensitisation:
Long-term exposure to media violence can lead to desensitisation.

Desensitisation → Acceleration:
When viewers are desensitised, they accept violence as something that is normal and done frequently. In order to satisfy this niche market, the media has to increase the “dosage” of violence. This results in addiction, i.e. acceleration of users’ desire for more violent content.

Question 11

What is the fallacy within CT?

Answer 11

False Cause and Effect: CT doesn’t take into account other variable factors that could affect heavy users. It is extremely challenging to find the root of their beliefs as there could be many other factors apart from the media.

Question 12

How do you apply CT in your explanations?

Answer 12

You must establish either of the following:

1) The subject is a heavy user of that content
OR
2) The subject is heavily exposed to that content.

Question 13

Define the Uses & Gratifications Model (U&G)

Answer 13

Audience members have certain needs/ drives that are satisfied by using both non-media and media sources.

NOTE: CONMED only focuses on media sources.

Question 14

What are media users’ 6 needs under U&G?

Answer 14

1) Cognition
2) Diversion
3) Social Utility
4) Affiliation
5) Expression
6) Withdrawal

Cinderella Damaged Samurai Unless Aladdin Exercised Wisely

Question 15

How do users use the media to fulfil their need for cognition?

Answer 15

When the audience uses the media to satisfy their need for cognition, it means they use it to keep up with current events/ learn about things.

i.e. audience uses information

Question 16

How do users use the media to fulfil their need for diversion?

Answer 16

When the audience uses the media to satisfy their need for diversion, they use it to entertain themselves as a form of

1) Stimulation
2) Relaxation
3) Emotional release

i.e. audience uses media for entertainment

Question 17

How do users use the media to fulfil their need for social utility?

Answer 17

When the audience uses the media to satisfy their need for social utility, they use it as a form of social integrative needs to strengthen ties with family, friends, and others in society.

Question 18

Under social utility, how do users use “social conversation” as “conversational currency”? Give an example to illustrate your point.

Answer 18

If you and your friends are Deadpool fans, you go to the cinema to watch the movie together. This movie can become a common topic of interest that can be the subject of your conversations, i.e. a kind of “currency” to strengthen your friendship with them.

Question 19

In the process of using the media to satisfy their need for social utility, what kind of relationship do users build with media characters? Explain what this relationship entails.

Answer 19

Parasocial relationship. This means that the audience develops feelings of kinship and friendship with media characters. E.g. fans with K-Pop idols.

Question 20

How do users use the media to fulfil their need for affiliation? How has the Internet amplified this need?

Answer 20

When the audience uses the media to satisfy their need for affiliation, it refers to their desire to feel a sense of belonging/ involvement within a social group.

The Internet amplifies this need for affiliation as it brings people together. Users seek affiliation as a way to escape from FOMO.

Question 21

What is the difference between social utility and affiliation?

Answer 21

Social utility - build relationships
Affiliation - provide a sense of belonging

Note: the same media can fulfil both needs, but you must be able to distinguish between the two of them.

Question 22

Define what ‘expression’ entails. How do users use the media to fulfil their need for expression?

Answer 22

Expression refers to individuals’ needs to express their inner thoughts, feelings, and opinions.

When the audience uses the media to satisfy the need for expression, it means they use it as a form of self-expression.

Question 23

How do users use the media to fulfil their need for withdrawal?

Answer 23

When the audience uses the media to satisfy their need for withdrawal, they use it to create a barrier between themselves and other people/ activities.

Question 24

What is the difference between

1) PET & CT
2) U&G?

Answer 24

PET and CT focus on how the media influences the audience.

U&G focuses on how the audience uses the media to satisfy certain needs.

Question 25

How does U&G prove that PET is flawed?

Answer 25

PET:
- Audience is homogenous, passive, and uncritical.

U&G:

• Focuses on how the audience uses the media to satisfy certain needs.
• Audience decides how they want to use the media and for what purposes.

Hence, it shows that the audience is not passive, but active.

Question 26

Do users have full autonomy under U&G? Give an example to support your claim.

Answer 26

Although it seems that the audience is empowered under U&G (have the autonomy to decide how to “make use” of the media), it is important to note that the media still plays a significant role in our lives.

E.g. you choose to play a video games as a way to satisfy your need for diversion. However, the more time you spend on the games, the more addicted you become (i.e. the media has influenced you!)