Media- Active Audience Flashcards
What do active audience models suggest the direct/indirect models ignore?
They ignore the role of audiences using, interpreting and making sense of media content
What is the uses and gratification model?
Argues audiences use the media for their own purposes and to satisfy their needs- the audience is an active agent engaging with media products and so the media is seen as depending entirely on the wishes and needs of the audience
What did Zillman argue about how the audiences needs influence how they is the media?
Influence of mood and wants affect how they use and respond to media e.g boredom might encourage exciting content and stress- relaxing content, these different needs are associated with personalities, stages of maturation, backgrounds and social roles
What were the common reasons for media use according to McQuail?
•information
•personal identity-personal values, role models
•integration and social interaction
•entertainment
Who created the coding/decoding model of communication?
Hall
What is dominant reading?
Audience take in the meaning the media professionals intend- ‘preferred reading’
What is negotiated reading?
Audience mixes the dominant reading w/ alternative ideas and the meaning is slightly altered to that intended by media professionals
What is oppositional reading?
Audience constructs a meaning that is totally different to the dominant reading intended by media professionals
What is the decoding/coding model?
Media messages are constructed by media professionals in ways that support the power structure of society, and also contends that audiences are able to decode(interpret) these messages in a variety of ways that reflect their social backgrounds and ideas(dominant, negotiated and oppositional reading)
Who created the selective filter model?
Klapper
What is selective exposure?
Individuals select which media products they expose themselves to
What is selective perception?
Individuals choose how they will perceive the message being conveyed
What is selective retention?
Individuals will retain content that accords w/ interests and beliefs
What is the selective filter model?
Useful in explaining the process the audience goes through when interacting w/ the media, argueing audiences are not passive receptors of media propaganda but that the media reinforce previously held beliefs and attitudes as they choose to retain that which has meaning to them: exposure, perception and retention
What are the evaluations of the active audience models?
•research methods for uses and gratification model criticised for being limited, as viewers may not know why they chose to watch what they did or choose what others have mentioned
•overly individualistic and ignore social-cultural context
•Marxists suggest that the needs are met and created by media content via marketing and created by capitalism to make profit and distract people from the real issues- needs met by apps were met in different ways before
•often media choice is habitual>active choice
•Neo-Marxists argue that though audience has some agency decoding messages, the media is a powerful agent exerting a great deal of control over production of ideology that is safeguarded through ridiculing any alternative ideas that serve to threaten the ruling class
