Theorys Flashcards
what are the 3 types of approaches
The reflective approach
The intentional approach
The constructionist approach
whats the reflective approach
The reflective approach:person, idea or event in the real world and language functions which mirror or reflect the true meaning as it already exists in the world. Essentially, this theory explains that language imitates the true meaning of the object, person, e.g., news
whats the intentional approach
Words that the author intends they should mean. The theory is difficult to prove since everyone may have his or her own private way of interpreting an event or image e.g., Documentaries.
whats the constructionist approach
This approach states that people construct meaning through concepts, beliefs and ideologies. We produce our own meanings to objects
who created the 3 types of approaches
stuart hall
what is Spectatorship theory
how the viewer is involved, implicated and engaged in the viewing experience
whats the effects model
the consumption of media texts has an affect or influence on the audience.
whats the Hypodermic needle
Audiences are passive and powerless to resist the influence, media is injected into the audience. It can shape public opinion and behaviour.
whats the uses and gratifications model
When the audience is actively against the text shown.
whats the strengths of the hypodermic needle
-easy to decode
The model is straightforward, making it easy to understand. It presents a clear cause-and-effect relationship
-the hypodermic needle model worked well to explain mass persuasion and propaganda.
-It helps explain how media might have been used to sway public opinion on a large scale
what are the weaknesses of the hypodermic needle
-Does not allow for freedom of choice. The audience is injected with a one-way propaganda, undermining the right of individuals to freely choose what media material they consume
-undermines the core aim of media studies which is the audience.
-The model assumes that audiences are passive and that media messages are absorbed by all of the audience without resistance or interpretation
-it suggests that media messages have a direct and uniform effect on all members of an audience
what are the strengths of the Uses and gratification theory
- challenges earlier theories that portrayed audiences as passive receivers of media messages. It shows that audiences can react and decide what they think of the media text for themselves.
-The theory provides an understanding for specific reasons behind media use, such as seeking entertainment, information, social interaction, or personal identity, rather than just passive exposure
-challenges traditional notions of media being a one-way communication process.
what are the weaknesses of the Uses and gratificaation theory
-tends to focus heavily on individual agency, suggesting that people consciously choose media to satisfy their needs.
-focuses heavily on the audience’s active role but often neglects how the content itself or the media structures (e.g., algorithms, media ownership) shape what people are exposed to and how they interpret that content
-does not sufficiently address power dynamics in media production and consumption.
-It assumes that media choices are largely based on individual agency, but in reality, media consumption is shaped by factors like advertising, political influence, or corporate control
