http://www.theory.org.uk/tenthings.htmPassive audience- Negative theory issues of moral panic.
We are fed the information and we accept it.
Active Audience- We think we've got control!
Some may think that this isn't possible because:
- we can only watch what is presented to us.
- Watershed?
- BBFC
- Pegi
- Ofcom
- Self-regulating
- Parents.
Dominant Hegemonic Position- Audience agree's with preferred meaning.
Oppositional Hegemonic Position- When the audience understand preferred meaning but doesn't agree with it.
Negotiated Hegemonic Position- Audience has opposed or adapted preferred meaning.
Abberant decoding- Audience reads texts in a different way.
Audience theory:
· Genre theory and effects theory is still in debate, as no one is able to tell how an audience will react to a film and the genre chosen for it.
The Hypodermic Needle Model:
· This theory was introduced to try and explain how mass audiences may react to mass media.
· This theory was developed when the mass media was still fairly new.
· It suggests that the audience receive the information passively through the media text, without any attempt to process the data for themselves, i.e.- the media text is fed into the audiences brain.
· The theory suggests that we are manipulated into what the media producers want us to hear or believe. It suggests that the audience is passive.
· This is where the idea that the media is ‘brainwashing’ us.
Two-Step Flow:
· This theory suggests that the audience are influenced by ‘opinion leaders’.
· The information that they learn from these opinion leaders are passed onto others, and this is how the two-step-flow works.
· *very much like word of mouth*
· Doesn’t have to be a person
· We create a pre-conceived opinion of the film.
· This theory diminished the power of the media to their audience and decided that social factors are also important when considering a mass audience.
Uses & Gratifications:
· In 1948, Lasswell suggested these media functions for the media audience. Surveillance, correlation, entertainment and cultural transmission.
· An audience’s need. Reflecting what the audience want. Active audience.
· 60’s- Bulmer and Katz expanded this theory and published their own. They stated that that individuals may choose and use a text for these purposes (i.e. uses and gratifications) :
1. Diversions- escape from everyday routine
2. Personal relationships- using the media for emotional and other interaction (e.g. Relating soap opera’s for family life)
3. Personal identity- finding YOURSELF reflected in texts, learning behaviour and values from these texts.
4. Surveillance- Information that could be useful for living.
· Since then, the list for uses and gratifications has been extended, especially since new media has been introduced.
Reception Theory: 80’s
· This theory explores the way in which the audience receive and interpret a text and how their circumstances affect their reading. (i.e. Gender, age, ethnicity)
· This theory is based on Stuart Hall’s encoding/decoding model of the relationship between audience and a media text.- The text is encoded by the producer, and decoded by the reader.
· By using recognised codes and conventions, and by considering audience expectations, relating to aspects such as stars or genre’s, producers can position the audience. This is known as ‘preferred reading’.
The Advantages and Limitations of a Focus on Audience in Media Studies- Philip J Hanes
‘A text does not have a single meaning, but a range of possibilities which are defined by both text and audience.’- (Hart, 1991)
Andrew Hart is among many writers, theorists and researchers who identify and value the existence of the audience in relation to the media.
Supporters of the Effects model assume the audience is passive in the receiving and interpretation of media texts.
-*The Frankfurt school considered society to be composed of isolated individuals who were vulnerable to media messages. This school believed in the hypodermic syringe theory.*
The followers of the hypodermic model of Effects adopted a variation of Marxism, emphasising the dangers of the power of capitalism, which owned and controlled new forms of media.
However, other factors are presented in society, like personal religion, gender and age.
· The Effects model is considered to be an inadequate representation of the communication between media and the public, as it does not take into account the audience as individuals with their own beliefs, opinions, ideals and attitudes:
· “Audiences are not blank sheets of paper on which media messages can be written; members of an audience will have prior attitudes and beliefs which will determine how effective media messages are.” (Abercrombie 1996)
In this, theorists were not asking how the media affects the audience, but how the audiences were using the media, and receiving it.
They suggested that audiences have specific needs.
The audiences in ‘uses and gratifications’ were seen as active, as opposed to passive audiences. U&G recognised that audiences have a choice of what media they can consume.
Despite this, U&G have limitations. This theory STILL suggests that the messages are viewed by all the audience in the same way. It does not consider how the messages are interpreted.
*The Uses and Gratification model assumes that the audience’s wish for satisfaction results in a media output to fulfil their desire, rather than acknowledging that audiences have to enjoy whatever is produced by the media.*
Screen Theory:
In the 70s, the academic journal Screen suggested that audiences were positioned by the media text
Screen theory suggested that all media texts have a "mode of address”. This suggests that media texts address its intended audience in a particular way, creating a relationship between the producer and the audience.
An example of this screen theory is that films are usually shot to suggest reality. A way of suggesting this reality is by using unusual shot’s and camera angles.
It is suggested that viewing is done in groups of family. This is why channels choose not to view any sex, violent, or drug scenes before a certain time, as it is assumed that the younger audience are not watching tv at this late time.
The mode of address is vital in constructing and audience’s thoughts about an issue raised in the media. *Just because producers of media texts have a certain opinion and meaning does not mean that this meaning is obvious in the text*
Semiotics- study of signs. (Codes)
Structuralism- study of formal structures. (Conventions)
The existing methods of studying audience do not measure how and why the audiences differ in their viewing. For instance the audience watching one episode of a serial will not necessarily watch the following episode or, indeed, any of the other episodes. Additionally, the existing methods do not consider what meanings the actual audience is constructing. Questionnaires are limited by the questions that they ask and audiences will be trying to answer what they think the researcher is trying to find.
Negotiating reading- we interpret something different to others. Adapting a preferred meaning.
*Laura Mulvey*- “Male Gaze”
----------------