Tuesday 31 January 2017
Sunday 22 January 2017
Understanding how media audiences respond to media products: Audience Theory the Key Concepts.
Bowling for columbine
Bowling for columbine is a documentary that explores the gun laws in america, this was triggered after the the columbine school shooting, the shooting was horrific and ended with 12 students and one teacher loosing their lives. the documentary was created by a man called Michael Moore, he targeted the reason why the shooting too place, the overall documentary was about the shooting however it was more directed towards why the shooting actually happened, this led to research into the gun laws that are in place in america.
After watching parts of the documentary i can see that the audience readership is more dominant than any other, the reason for this is because the documenters narration is rather biased against the laws, he has parts of sarcasm within his narration, its not exactly what he's saying but the way he says them. He expects the audience to share the same opinion.
The dominant audience which is definitely Moore's preferred readership would listen to Moore's opinions and take them as there own, wen Moore blames the influence on the media and government they will believe him. Moore reeled of some facts about the number of deaths in different country's through guns etc. "France had 225 deaths by guns, Germany had 381, Canada had 165, the UK had 68, Australia had 65, Japan 39 and America 11,127" after a dominant audience hears this they instantly blame the gun laws etc. if there where no guns like the UK this death pole could be reduced, with him stating this you can definitely draw a more biased and dominant view rather than a impartial one.
The documentary is definitely targeting the dominant audience however there is some sense of negotiated, through out the documentary Moore takes into account different sides of the story and allows the audience to have a choice of different situations. i would say that this program doesn't draw a negotiated audience however some of the points made could be negotiated in terms of the overall outcome and what happened to provoke the attack.
After the shooting happened all heads turned towards what happened and what where the reasons for such a violent attack, in the documentary it shows a montage of different people giving there opinions, many ideas where listed for examples, tv, video games, violent movies, entertainment, cartoons etc. the world decided to speculate and pass the blame. The documentary then explored why many people turned to Marilyn Manson and passed the blame, the media and public decided to target Marilyn Manson for his violent videos and how he promotes "violence, suicide and death", they led the public to believe that killers would watch content like his videos and it would lead them to this violent attack.
At the same time the attack took place the american army was dropping more bombs than ever in war however some how people still think that a singer could have been the real cause. Marilyn actually goes on to explain how the media didn't target this and how the media actually target their audience and pump fear into them and brain wash them into believing what they want. Although Moore actually gave different sides to the story he also used a tone to push people more towards the government being the influence and the laws are more the problem. Although he was giving two sides he also used a certain tone to make the dominant audience side with him.
As well as this audience having impact on both dominant and negotiated audiences, it could also have an effect on the oppositional audience, Moore wouldn't want this audience however the audience could watch and have their own mind made up, for example in the short clip of Marilyn Manson there is a religious spokes men that is protesting against the singer, he preaches that " he doesn't want the violent tones, or suicide etc"that is an audience that wouldn't even think of any other situation, its Marilyn doing and the media and government have no part.
After applying the reception theory to the programme the preferred readership is most definitely dominant however i think you can apply each audience to the subject and draw different aspects and different views.
Bowling for columbine is a documentary that explores the gun laws in america, this was triggered after the the columbine school shooting, the shooting was horrific and ended with 12 students and one teacher loosing their lives. the documentary was created by a man called Michael Moore, he targeted the reason why the shooting too place, the overall documentary was about the shooting however it was more directed towards why the shooting actually happened, this led to research into the gun laws that are in place in america.
After watching parts of the documentary i can see that the audience readership is more dominant than any other, the reason for this is because the documenters narration is rather biased against the laws, he has parts of sarcasm within his narration, its not exactly what he's saying but the way he says them. He expects the audience to share the same opinion.
The dominant audience which is definitely Moore's preferred readership would listen to Moore's opinions and take them as there own, wen Moore blames the influence on the media and government they will believe him. Moore reeled of some facts about the number of deaths in different country's through guns etc. "France had 225 deaths by guns, Germany had 381, Canada had 165, the UK had 68, Australia had 65, Japan 39 and America 11,127" after a dominant audience hears this they instantly blame the gun laws etc. if there where no guns like the UK this death pole could be reduced, with him stating this you can definitely draw a more biased and dominant view rather than a impartial one.
The documentary is definitely targeting the dominant audience however there is some sense of negotiated, through out the documentary Moore takes into account different sides of the story and allows the audience to have a choice of different situations. i would say that this program doesn't draw a negotiated audience however some of the points made could be negotiated in terms of the overall outcome and what happened to provoke the attack.
After the shooting happened all heads turned towards what happened and what where the reasons for such a violent attack, in the documentary it shows a montage of different people giving there opinions, many ideas where listed for examples, tv, video games, violent movies, entertainment, cartoons etc. the world decided to speculate and pass the blame. The documentary then explored why many people turned to Marilyn Manson and passed the blame, the media and public decided to target Marilyn Manson for his violent videos and how he promotes "violence, suicide and death", they led the public to believe that killers would watch content like his videos and it would lead them to this violent attack.
At the same time the attack took place the american army was dropping more bombs than ever in war however some how people still think that a singer could have been the real cause. Marilyn actually goes on to explain how the media didn't target this and how the media actually target their audience and pump fear into them and brain wash them into believing what they want. Although Moore actually gave different sides to the story he also used a tone to push people more towards the government being the influence and the laws are more the problem. Although he was giving two sides he also used a certain tone to make the dominant audience side with him.
As well as this audience having impact on both dominant and negotiated audiences, it could also have an effect on the oppositional audience, Moore wouldn't want this audience however the audience could watch and have their own mind made up, for example in the short clip of Marilyn Manson there is a religious spokes men that is protesting against the singer, he preaches that " he doesn't want the violent tones, or suicide etc"that is an audience that wouldn't even think of any other situation, its Marilyn doing and the media and government have no part.
After applying the reception theory to the programme the preferred readership is most definitely dominant however i think you can apply each audience to the subject and draw different aspects and different views.
Thursday 19 January 2017
What are the key characteristics of diffrent theorys
- What are the key characteristics of this theory, explain in your own words how this is theory works?
- Draw a diagram of find another way other than words to explain this theory
- Find a use a Media example (Poster, Film, TV show, Social Media) that you could apply this theory to? How would you measure the effect on the audience to show if this theory is successful?
A passive consumption is when the audience will engage with the media messages that are conveyed through tv etc they will take the information given and will believe it with i question . they will sometimes question the messages that are being conveyed through life experiences. some people may take the information in a different way and they may question the meaning. different audiences will act in different ways. some audience members may chose to just take the information and in believe what is being said to them, some audiences for example the audience of question time, a show that discuss world issues may see this differently, the audience are aloud to ask questions and therefore they will be more active and want to ask them questions, this shows they may see a different opinion and maybe question the information given to them .
hypodermic needle model
The hypodermic needle effect is a theory that implied mass media had a direct immediate and powerful effect on its audience. the mass media in the 1940s and the 1950s were perceived as a powerful influence on behaviour change. a great example of the hypodermic model would be the broadcast for the war of the worlds, in 1930 in the USA the newly formed mercury theatre and orson welles joined together to create a radio broadcast, it was a fake drama bulletin about aliens invading the world, the broadcast was based on the novel war of the worlds, it was considered a panic broadcast. the estimated audience was around 12 million, and around 1 million of these audience members believed that this was real and the world was coming to an end, this is a great example of the media spoon feeding information the public and creating a huge reaction making headlines world wide.
The massive reaction this had on the audience just proves that this theory is in fact true, people listen to a radio station and would subconsciously believes what they are hearing without any question, the world has become so depended on media and will believe anything that is fed to them. even today we have many headlines that are misleading to the audience, just recently a film crew was filming a plane crash for a film and fox news reports on their being a plane crash on the high way, they were clearly uninformed of the filming event and this led people to believe that there was a real crash.
some over previous example would include all of the war propaganda, in world war 2 propaganda was really influential to the people exposed to them, the posters were all used to make people believe in certain things, some would make the army seem amazing and therefore they would be influence to sign up, the example I have here is almost scaring parents into buying war bonds, the image conveys a message that without war bonds your child will become a Nazi, very untrue however believed by as mass audience.
Uses and gratification study
The uses and gratification theory suggests that audiences actively use the media to help them and meet their own personal needs, an example may be magazines such as fashion magazines may be used by some people to make up for their lack of self esteem or social success. the theory deals with the effect pf people on the media, it describes mass communication, as it provides an approach that the audience is on the centre of. its all about how the audience take the media and use them to benefit themselves. The theory emphasises that the media need to limit there effect because the audience are able to exercise this and take control over there media. the main message behind the theory is not what the media does to the people, its what the people take from the media and what they do to the media.
It is suggested that to fit into the theory you have to fulfil one of theses points in a form of media
Identify- being able to recognise the product or person in front of you, role models that reflect similar values to yours, aspiration to someone else
Educate- being able to acquire information, knowledge and understanding.
Entertain- what you consume or watch should give u enjoyment or some sense of happiness, it should also give you some sort of escapism, this will enable the audience to shortly forget the troubles of there everyday life.
Social interaction-the ability for media products to produce a topic of conversation between other people sparks debates, creates a talking point.
The uses and gratification theory suggests that audiences actively use the media to help them and meet their own personal needs, an example may be magazines such as fashion magazines may be used by some people to make up for their lack of self esteem or social success. the theory deals with the effect pf people on the media, it describes mass communication, as it provides an approach that the audience is on the centre of. its all about how the audience take the media and use them to benefit themselves. The theory emphasises that the media need to limit there effect because the audience are able to exercise this and take control over there media. the main message behind the theory is not what the media does to the people, its what the people take from the media and what they do to the media.
Identify- being able to recognise the product or person in front of you, role models that reflect similar values to yours, aspiration to someone else
Educate- being able to acquire information, knowledge and understanding.
Entertain- what you consume or watch should give u enjoyment or some sense of happiness, it should also give you some sort of escapism, this will enable the audience to shortly forget the troubles of there everyday life.
Social interaction-the ability for media products to produce a topic of conversation between other people sparks debates, creates a talking point.
Reception study including responses
Reception theories is when producers or directors constructs a text encoded with a hidden message or messages, these messages is what the producer or director want to give across and convey to there target audience. If this is done correctly the audience should pick the message up straight away. however this message should be reminded through out the video, this will be done with dialogue or actions through out.
Stuart hall identified three types of audiences reading messages.
Dominent
Negotiated
Oppositional
Dominant is what the audience wants to hear and see from people and then agreeing, however they will have some limited knowledge of the subject. an example may be politicians, politicians will do speeches ad tell the public exactly what they want to hear, they might say they want improvements to the NHS and public transport.
Negotiated is when the audience agrees, disagrees or questions a political speech or news broadcast, this part of the theory refers to people maybe questioning or disagreeing with the message that is being conveyed or the message that the director or producer would like to convey. an example was when fox news was considered biased news outlet who support the republican party.
Oppositional is when the audience will take the information in and will understand the message being conveyed however the chose to reject this message because they have other cultural or political opinions. its in the title, they always side on the oppositional side than what the program will want to convey. when the audience is in this category you will not change their views as there mind is already made up.
Reception theories is when producers or directors constructs a text encoded with a hidden message or messages, these messages is what the producer or director want to give across and convey to there target audience. If this is done correctly the audience should pick the message up straight away. however this message should be reminded through out the video, this will be done with dialogue or actions through out.
Stuart hall identified three types of audiences reading messages.
Dominent
Negotiated
Oppositional
Dominant is what the audience wants to hear and see from people and then agreeing, however they will have some limited knowledge of the subject. an example may be politicians, politicians will do speeches ad tell the public exactly what they want to hear, they might say they want improvements to the NHS and public transport.
Negotiated is when the audience agrees, disagrees or questions a political speech or news broadcast, this part of the theory refers to people maybe questioning or disagreeing with the message that is being conveyed or the message that the director or producer would like to convey. an example was when fox news was considered biased news outlet who support the republican party.
Oppositional is when the audience will take the information in and will understand the message being conveyed however the chose to reject this message because they have other cultural or political opinions. its in the title, they always side on the oppositional side than what the program will want to convey. when the audience is in this category you will not change their views as there mind is already made up.
Tuesday 3 January 2017
Use the following headings to help you put together your information on each of the following theories
- Passive or active consumption;
- Hypodermic needle model;
- Uses and gratifications theory;
- Reception study including Responses (negotiated, preferred, oppositional and participatory).
Headings
- What are the key characteristics of this theory, explain in your own words how this is theory works?
- Draw a diagram of find another way other than words to explain this theory
- Find a use a Media example (Poster, Film, TV show, Social Media) that you could apply this theory to? How would you measure the effect on the audience to show if this theory is successful?
passive and active consumption.
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