1.
Produce
a glossary of the following audience response theories:
The Hypodermic Needle Model
The hypodermic needle model is a theory that suggest the intended message by mass media is directly received by the user and is wholly accepted, by this it means as though the individual is being injected with information from media producers directly into the head so they believe whatever piece of information is being displayed in front of them. This theory came around during the 1920's and 1930's when scientists based their observations towards people and the effects of mass media, mainly basing it upon that of Nazi propaganda and Hollywood. The theory also suggests that the passive audience are vulnerable to the messages of media due to the lack of communication skills from one country to another.
The Inoculation Model
The inoculation model refers to when a passive audience have long-term exposure to a piece of repeated media making them immune and desensitised to what they see. An example to explain this would be if the audience kept watching repeated messages about war, the first reaction would usually be quite shocked and disgusted but if the audience keeps watching the messages and videos about it they eventually become desensitised to the point where it no longer shocks or makes them feel a bad emotion. The theory was developed by psychologist William McGuire in 1961 to explain how the attitudes and belief of an audience can change when exposed to different types of media.
The Two-Step Flow Model
The two-step flow model refers to a theory about how opinion leaders have a huge effect on individualistic views. It first conducted during the 1940's by Paul Lazarsfeld and explains how people will look towards the media second for its information as they will listen to opinion leaders who use the medias information and puts it into context for the public. The opinion leaders are usually respected people that have a huge amounts of trust from the public so they are more likely to believe what the opinion leader says. In this theory the audience at hand is semi-active as they are using someone else's interpretation of the medias messages and listening to them to make their decisions. Paul Lazasfeld found out during the election of 1944 that 50% of people had already made up their minds on who to vote for 6 months prior to the voting day and the audience wouldn't change their minds as the election got closer despite the influence of the media. The opinion leader can be anyone who has an influence on an individual whether that be parents, friends or someone famous.
The two-step flow model refers to a theory about how opinion leaders have a huge effect on individualistic views. It first conducted during the 1940's by Paul Lazarsfeld and explains how people will look towards the media second for its information as they will listen to opinion leaders who use the medias information and puts it into context for the public. The opinion leaders are usually respected people that have a huge amounts of trust from the public so they are more likely to believe what the opinion leader says. In this theory the audience at hand is semi-active as they are using someone else's interpretation of the medias messages and listening to them to make their decisions. Paul Lazasfeld found out during the election of 1944 that 50% of people had already made up their minds on who to vote for 6 months prior to the voting day and the audience wouldn't change their minds as the election got closer despite the influence of the media. The opinion leader can be anyone who has an influence on an individual whether that be parents, friends or someone famous.
Audience theory
The Uses & Gratifications Theory
The uses and gratification theory started off in the 1960's as it was when the first generation of people who had been welcomed to television had now grown up. In this theory it states that people will use the media to create choice depending on what media texts they consume. This theory chose to use a different route and instead of analysing what media does to people it concentrates on what people do with the media they have consumed. This means that the theory rejects the audience as being passive and sees them as individualistic thinkers.
During 1974 two researchers known as Blulmer and Katz expanded upon the theory and came up with these 4 categories of what people will use media for:
Information
People would turn to the media for help whether it was physical or mental, this could include a range of things such as helping to solve an unknown question or fixing/building an object such as a wardrobe. It can also be used to self teach people about a certain topic whether it be a political, educational scientific etc. media will have answers. Depending on what piece of media you use will also depend on the information you learn and how much you learn, it also doesn't mean that it is 100% correct.
Personal identity
People can use media to feel like they are not alone or can relate to a topic at hand, an example of this could be if someone buys a game or watches a film and the man character has this certain characteristics about his personality or physical appearance, it can make the individual consuming the information feel as though they have a connection to this character as they think they share some of these characteristics. They could also relate parts of the fictional story to their own story such as a love interest or the way they interact with people. Media also allows people to develop a personal identity as an individual might try to act a certain way because a character/person they saw on the TV acted in that manner, media allows them to develop and improve their personal identities.
Integration and Social Interaction
Media can help people with social needs as a majority of people are looking for companionship or interactions with others, the media helps because it offers this connectivity that is quite unique such as social networking sights. In modern times people can connect with anyone in the world who use platforms such as Facebook, Skype, Twitter etc. Whether it be a relative who lives far away or interacting with a stranger and becoming friends, the media of the internet offers this experience and has a vast amount of options to expand upon and use to help individuals connect. Another part of media that helps social interaction is the entertainment side as media offers things like video games, movies and shows, people can relate to one another as they talk about their favourite ones the same ones they watch. Discussions among friends happen and people feel involved in this conversation that they can either add to or listen about.
Entertainment
A huge part of media that influences today a lot is the entertainment side, this part of media is vast with things such as video games, TV shows, Youtube and more. So much media products focus on this side heavily as it offers a sense of escapism and abnormal experiences that the real world cannot give. Some of it allows for people to relax after working a hard day or week, it allows the mind to take a break and rest so they can prepare for more work or other tasks they have going on in their life. It can also offer emotional release such as laughter, sadness, anger etc. media has a vast amount of entertainment options that can be decided upon by the user depending on their mood and the emotion they wish to release, if they are in a sad mood and wish to cheer up then they can put on something that will make them laugh or that is up lifting.
The Reception Theory
The reception theory was worked on from the 1960's and expanded upon during the 1980's and 1990's extending the research into the concept of active audiences. The reception theory bases its research on the way people are affected by their individual circumstances (gender, age, ethnicity etc.) on how they interpret the media and their reading of it. This theory makes points about the fact that the media text is created by the individuals themselves and not by the creators. This means that even if the creator of the media text had this meaning encoded in a game or TV show it won't be decoded in that exact way by every individual. The theory states that the decoded message will be either one of these three:
The preferred reading
The preferred reading is when someone intakes the piece of media they just watched and accepts all ideologies offered, so when someone asks them how they felt about it they will speak with positive reviews about it. There is no bad points or parts where they believe it was not correct, they will accept is for what it is.
The negotiated reading
The negotiated reading is when someone intakes the piece of media they just watched and give a balanced view point and review about it. They will accept some aspects of the ideology but will reject the other points about it.
the oppositional reading
The oppositional reading is when someone intakes the piece of media they just watch and interprets the ideologies of it in an opposite way, this means they will either not understand the meaning of the media or they will refuse to accept what is presented to them without an understanding of the original viewpoint.
Below is a video which shows a focus group discussing how they interpreted the message of "are video games bad for the youth" and decoded it using their own opinions and experiences.
The reception theory was worked on from the 1960's and expanded upon during the 1980's and 1990's extending the research into the concept of active audiences. The reception theory bases its research on the way people are affected by their individual circumstances (gender, age, ethnicity etc.) on how they interpret the media and their reading of it. This theory makes points about the fact that the media text is created by the individuals themselves and not by the creators. This means that even if the creator of the media text had this meaning encoded in a game or TV show it won't be decoded in that exact way by every individual. The theory states that the decoded message will be either one of these three:
The preferred reading
The preferred reading is when someone intakes the piece of media they just watched and accepts all ideologies offered, so when someone asks them how they felt about it they will speak with positive reviews about it. There is no bad points or parts where they believe it was not correct, they will accept is for what it is.
The negotiated reading
The negotiated reading is when someone intakes the piece of media they just watched and give a balanced view point and review about it. They will accept some aspects of the ideology but will reject the other points about it.
the oppositional reading
The oppositional reading is when someone intakes the piece of media they just watch and interprets the ideologies of it in an opposite way, this means they will either not understand the meaning of the media or they will refuse to accept what is presented to them without an understanding of the original viewpoint.
Below is a video which shows a focus group discussing how they interpreted the message of "are video games bad for the youth" and decoded it using their own opinions and experiences.
This is a video about how multiple psychologists and scientists have researched into video game to see if they are really that bad. It gives multiple opinions on the matter with people giving points for both sides of the case. In my opinion I don't believe that they are really bad for people to play but I can understand why people would come to the conclusion that they can be due to the visuals of some video games.
sources:
https://prezi.com/mudmp-sjcb4m/information-technology/
http://insight.jbs.cam.ac.uk/2016/information-is-power-heres-what-to-do-to-get-your-team-to-share-information-better/
http://www.spiritual-capital.org/2013/03/12/work-and-personal-identity-bringing-the-whole-person-to-work-by-dr-naftali-brawer-2/
https://www.pinterest.com/changegames/games/
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