Theories

Question 1

The Reception Theory

Answer 1

Theorised by Stuart Hall.

This theory is stating that all media in its different forms that are presented to an audience can be decoded and interpreted in different ways.

This depends on the individuals cultural background economic standing and personal experiences. This is a strong contrast to media theories which suggest audience are passive and advanced the idea that audience play an active role.

There are 3 ways a media message can be I interpreted.

1. Preferred reading - The way the creator intended
2. Negotiated reading - Mixture of accepting and rejecting media messages
3. Oppositional reading - Understanding the message But is not interpreted in the way it was intended

Question 2

Used and Gratification Theory

Answer 2

Theorised by Denis McQuial.

This theory suggests audience select media based on their needs.

There are 4 main categories within the uses and gratification theory:

1. For information
2. For personal identity / models of behaviour
3. Integration and social interaction / communication
4. Entertainment

Question 3

Cultivation Theory

Answer 3

Theorised by George Gebner.

This theory suggests that the cultivation effect occurs after long term exposure to media , people who consume media frequently.

The theory can be thought of like a dripping tap which influences people’s lives.