Mode of Address

Question 1

1. What is Mode of Address?
2. What 2 things may this give us a clue as to?
3. What 4 types of modes of address are there?

Answer 1

1. The way in which a media text speaks to and involves the audience.
2. Who the audience is and the genre of the text.
3. Informal, Formal, Direct, Indirect.

Question 2

1. What types of vocabulary do ‘informal’ texts use?
   - This _______ the ______ audience and makes them feel as if the text is talking ________ to them.
   - What types of media texts may adopt an informal mode of address?
2. What types of vocabulary and writing style do ‘formal’ texts use?
   - What does this suggest about the target audience? (3)
   - What do news anchors combine a formal mode of address with?
   - What does this encourage the target audience to do?
   - What types of media texts may adopt a formal mode of address?

Answer 2

1. Slang, colloquial vocabulary.
   - Engages the Target, directly.
   - Tabloid newspapers/magazines.
2. Complex vocabulary and writing style.
   - More serious and sophisticated, wants more detailed information.
   - Serious code of expression.
   - Trust them.
   - Quality newspapers.

Question 3

1. What is a direct mode of address?
   - On a TV show, why might a presenter use a direct mode of address?
   - When might a news anchor engage in a direct mode of address?
   - Why might models/celebrities on a magazine cover look directly out of the magazine?
2. What is an indirect mode of address?
   - What media texts would we expect to adopt an indirect mode of address?

Answer 3

1. Where the subject of the text communicates directly with the audience.
   - To make the audience feel directly involved with the programme.
   - When dealing with serious and important matters.
   - To draw the audience into the magazine, persuading them to buy it.
2. When a text does not speak to the audience directly.
   - TV programmes and films.

Question 4

1. What theory is relevant when talking about Mode of Address?
2. This suggests that audiences are not ________.
   - What does it suggest they take an active role in doing?
3. What 4 reasons may a consumer use a media product?

Answer 4

1. Blumler and Katz - Uses and gratifications theory.
2. Passive.
   - Interpreting and integrating media into their own lives.
3. Identity, Educate, Entertain, Social Interaction.