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  • Critical Perspectives Key Media Concept Audience

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    Alexa Arabejo
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    Media audiences can be defined in terms of size and subjectivity. One of the key areas of concern when discussing the concept of audience is the vs. Active debate. The following models will help to explain each side of the debate.

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    Media audiences can be defined in terms of size and subjectivity. One of the key areas of concern when discussing the concept of audience is the vs. Active debate. The following models will help to explain each side of the debate.

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    30 visualizações2 páginas

    Critical Perspectives Key Media Concept Audience

    Enviado por

    Alexa Arabejo
    Media audiences can be defined in terms of size and subjectivity. One of the key areas of concern when discussing the concept of audience is the vs. Active debate. The following models will help to explain each side of the debate.

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    de 2

    Critical Perspectives: Key Media Concept: Audience Theconceptincludesaconsiderationofhowaudiencesreadtextsandhowthey interactwiththem.Mediaaudiencescanbedefinedintermsoflocation, consumption,sizeandsubjectivity. Locationthedomesticconsumptionofmediaoutputraisesquestionsabout regulationandcontrol. ConsumptionAudiencesaredefinedbywhattheyconsumei.e.aretheyan audienceofaparticulargenre,mediumortext.

    text.Fanscanbedefinedas passionate/wellinformedaboutaprogramme Sizethereisaneedtodistinguishbetweenmassaudiencesthatare broadcasttoandnicheaudienceswhoareinvolvedinnarrowcasting. SubjectivityTheimpactthatmembershipofpreexistinggroupswillhave onaudiencemembers.Thesegroupsinclude:gender,nation,religion, education,tonamebutafew. Oneofthekeyareasofconcernwhendiscussingtheconceptofaudienceisthe Passivevs.ActiveAudiencedebate.Thefollowingmodelswillhelptoexplaineach sideofthedebate. ThePassiveAudienceandtheEffectsTradition: Onewayoflookingataudiencesisthepowerthatthemediatexthasoverits audience.Thispointofviewisrepresentedbythewholetraditionoftheeffects studies.Therearemanystudiesincludingconspiracytheory,thecopycateffectand desensitisation.Onemodelofkeysignificanceis: HypodermicNeedleModel(Adorno&Horkheimer,1970s) Thismodelseesthemediainjectingvalues,ideasandinformationdirectly intoeachindividualaspartofapassive,powerlessaudience,thereby producingadirectandunmediatedeffect. Thismodeliscommonlyencounteredindebatesconcerningthemassmedia andviolence.Itrarelydiscussesthepositiveoutcomesofadirecteffect causedbythemedia,suchastheresponsetoworlddisastersoncethemedia beginstoportraydevastationtoitsaudience. ActiveAudiencesandReceptionTheories: Therearemanydifferenttheoristswhoarguethataudiencesarecomprisedof activeindividualswhoaredirectlyinvolvedintheselectionandconsumptionof mediaoutput,oneofparticularinterestis: 1 ACJ

    UsesandGratificationsModel(DenisMcQuail,1987) Thismodelproposesthataudiencememberconsumptionofmediais motivatedanddirectedtowardsthegratificationofcertainindividually experiencedneeds. Theemphasisofthismodelisonanactiveaudience,activelyseeking combinationsofgratificationsfromtherangeofmediaoutputselectedand used. McQuailoffersthefollowingtypicalreasonsformediause:information; personalidentity;integration&socialinteractionandentertainment Informationthismayincludeselfeducation;seekingadviceonpractical matters;informationonissuesoreventsthataffecttheindividual;satisfying curiosityorgeneralinterest. Personalidentityfindingreinforcementforpersonalvalues;modelsof behaviour;gaininginsightintooneself;thecontentsmaybeusedtoexplore; challenge,adjustorconfirmtheindividualssenseofidentityandself. Integration&socialinteractiongaininginsightintothecircumstancesof others(socialempathy);identifyingwithothers&gainingasenseof belonging;findingabasisforconversation;substituteforreallife companionship. Entertainmentescapingorbeingdivertedfromproblems;relaxing; emotionalrelease;fillingtime;aestheticenjoyment. Thegratificationreceivedfromamediaoutputwillvarydependingonthe individualaudiencemembersneeds. Theintroductionoftheusesandgratificationsmodelencouragesresearcherstoget awayfromthehabitofthinkingintermsofwhatmediadotopeopleandsubstitute itfortheideaofwhatpeopledotothemedia(Halloran1970).

    ACJ

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