MEDIA Active Audiences Flashcards
Zillman
a persons mood may influence media choice for example being bored may influence you to watch something exciting. Tv satisfies needs of individuals differently according to their personalities and backgrounds
The uses and gratifications model - and who supports this
The audience is an active agent when using the media as they are using it for their own purpose and to satisfy their needs. Discusses ‘what people do with the media’. Individual characteristics influence how and why people access media for needs e.g. social class gender, ethnicity, age examples: zillman and mcquail
McQuail
common uses of media:
Information (finding out about relevant events) personal identity (identifying with others, seeing models of behaviour) integration and social integration (learning about others situations, basis for conversations) entertainment (distraction from problems and enjoyment)
Hall (neo Marxist)
claimed audiences were active not passive. Coding- media messages are created by media professionals that supports power structures of society decoding- audiences are able to understand messages that reflects their social backgrounds. He says there is 3 ways of reading messages?
Dominant/hegemonic: audiences takes the intended message e.g audience voting
Negotiated- audience mixes original with additional ideas e.g voting for underdog
Oppositional- audience constructs completely new meaning e.g stopping winner getting number one
Klapper
The selective filter model: for media messages to have any effect, must pass through 3 filters: 1.Selective exposure: audience must choose to view media messages but what they choose depends on range of personality, interests, work commitments 2.Selective perception: audience may not accept some messages as some may reject it e.g smoker may reject anti smoking message in favour of others 3.Selective retention: messages have to stick in the mind of who accessed media content (most only accept things they agree with)
