The document discusses several theories about how audiences interact with and are influenced by media texts:
1. The Media Effects Model views audiences as passive and easily influenced by media messages. It suggests media has direct negative effects on audiences.
2. Uses and Gratifications Theory sees audiences as active and using media to fulfill personal needs like entertainment, social interaction, and identity formation. It posits audiences selectively consume media.
3. Cultivation Theory argues that over time, heavy media consumption shapes audiences' views of social reality to reflect what they see in media more than objective conditions.
The Uses and Gratification Theory focuses on why and how people use media to satisfy needs and wants. It was introduced in 1974 and has three historical stages. The theory suggests that media users actively select media to fulfill needs like diversion, social interaction, identity, and surveillance. Critics argue it does not consider media influence and assumes free will, though its strength is emphasizing individuals' roles in media use.
This document summarizes Elisabeth Noelle-Nuemann's theory of the spiral of silence. The theory posits that individuals are less likely to express opinions they perceive to be in the minority due to a fear of isolation. When a minority opinion is not expressed publicly, it contributes to a perceived strengthening of the majority view over time, causing the minority opinion to spiral downward into fewer expressions of support. The fear of isolation and being negatively evaluated by others plays a key role in causing individuals to self-censor minority views.
The document discusses the Uses and Gratifications theory of media analysis. It originated in the mid-20th century as researchers began studying why and how people use media rather than focusing only on media effects. Jay Blumler and Elihu Katz developed the Uses and Gratifications model in 1974 to understand how individuals use media to fulfill various needs and what gratifications they obtain. The theory suggests that people actively seek out specific media to meet personal needs and that this helps explain patterns of media consumption. However, some argue the theory lacks clarity and fails to consider broader social influences on media use.
This document provides an overview of communication theories and concepts. It discusses different types of communication including intrapersonal, interpersonal, group, and mass communication. It also covers effects of mass media, differences between old and new media environments, and features of the new media environment such as digital television and the internet. Propaganda devices used to influence audiences are defined, including name calling, glittering generality, transfer, testimonial, plain folks, bandwagon, and card stacking. Theories of persuasion and components of attitudes are also summarized.
Media regulation aims to protect the public in three main ways: regulating content, access/distribution, and ownership. It has evolved from strict censorship to a more liberal classification system. Debate remains around balancing freedom of speech with protection, and whether regulation effectively prevents harm or merely restricts choice. New technologies challenge traditional regulators to control unclassified online content.
Cultivation Theory & Gatekeeping DiscussionJuli Whetstone
This document discusses cultivation theory and gatekeeping in media. Cultivation theory suggests that television shapes viewers' perceptions of social reality by presenting attitudes already present in culture. It was developed in the 1960s by George Gerbner who studied the relationship between television, violence, and viewers' perceptions. Cultivation theory can also apply to social media which easily spreads repetition of images and brand portrayals. Gatekeeping refers to how media outlets select which information to present to audiences and influence the salience of issues. The theory originated in the 1920s-1950s and examined propaganda and family discussions, and now applies to how social media users act as gatekeepers by controlling what they see.
This document provides an overview and summary of Marshall McLuhan's 1967 book "Medium is the Massage". The book graphically illustrates McLuhan's theory that "the medium is the message" from his previous work. It has an experimental layout with minimal text and images juxtaposed on pages. McLuhan believed that new technologies and media have profound social and psychological effects by creating new patterns and scales of human interaction. His concept of a "global village" described the connected world enabled by technologies like the internet.
Blumner and Katz proposed the uses and gratifications theory in 1959 to explain why people use media. The theory identifies five key concepts: diversion/escapism, personal relationships, personal identity, surveillance/information, and entertainment. People use media for diversion from everyday life, to form social connections, to learn about themselves, to stay informed, and for enjoyment and happiness. The document provides examples of how these concepts apply to people's use of R&B music and magazines.
The spiral of silence theory describes how minority viewpoints disappear from public discourse. It posits that individuals decide whether to voice their opinions based on their perception of what the majority opinion is. The media plays a key role in shaping societal norms and determining what views are considered normal. As a result, people with minority views often remain silent for fear of isolation, allowing the majority viewpoint to reinforce itself in a spiral-like pattern. Critics argue the theory is too broad and that other factors beyond public opinion, such as religion and culture, also influence whether individuals publicly express their views.
A2 representation theory feminism and the mediaKBucket
This document provides an overview of feminist perspectives and their application to media studies. It discusses key concepts in feminism such as the oppression and exploitation of women. It outlines the origins and types of feminism, including first, second, and third wave feminism as well as Marxist, radical, liberal, black, and postmodern feminism. The document also examines influential feminist media theories like Laura Mulvey's concept of the male gaze and how it constructs passive representations of women in film. It notes criticisms of Mulvey's work and discusses other types of gazes as well as further feminist readings of media like those of Jean Kilbourne and Naomi Wolf.
The document discusses Critical Theory and its contributions to Media Studies and Media Education. It begins by outlining three main questions to address regarding Critical Theory, its role in Media Studies, and how it can benefit media education students. It then provides background on Critical Theory, noting it originated from the Frankfurt School and opposes capitalism and domination. Key concepts from Critical Theory are also listed. The document focuses on Theodor Adorno's theories around mass culture, the culture industry, and the standardization and commodification of culture through capitalism. It argues Critical Theory continues to be relevant today across various fields and can help media educators develop a critical pedagogy.
This document discusses different theories of how audiences interact with media. It describes passive audiences that accept media messages at face value versus active audiences that critically evaluate messages. Specific theories covered include the hypodermic needle theory of direct persuasion, cultivation theory of repeated influence over values, the two-step flow theory of opinion leaders mediating messages, and uses and gratifications theory of audiences seeking to fulfill needs from media. The document emphasizes that audiences can interpret media differently based on factors like age, culture, and personality.
Paul Lazarsfeld developed the limited effects theory, which argues that the media has limited impact on shaping people's opinions. According to the theory, only a small subset of people are open to psychological manipulation by the media, and media messages are filtered through interpersonal relationships as people seek opinions from friends and family before forming their own views. The media also has limited impact because individuals and groups have different characteristics and backgrounds that influence how they perceive media messages.
New media refers to digital media that are interactive and allow for two-way communication between users and producers. This includes websites, email, blogs, social networking, and virtual reality environments. New media is characterized as being digital, interactive, hypertextual, networked, virtual, and able to be simulated. It has transformed traditional media forms and allowed users to participate in media production and distribution in new ways.
This document provides an overview of Elisabeth Noelle-Neumann's Spiral of Silence theory. The theory posits that people are less likely to express minority views due to fear of isolation. It suggests the media plays a role in shaping public opinion and silencing minority views. However, committed activists or "hard cores" can shift public opinion over time by sustained advocacy. The document outlines the key concepts of the theory including the role of the media and assessments of public opinion.
The Two-Step Flow Theory proposes that the influence of mass media on public opinion occurs in two stages. First, media messages are received by opinion leaders in social groups who influence and filter information for their networks. These opinion leaders interpret and discuss the media's content with other group members, acting as the primary influencers. This second stage of interpersonal communication among ordinary group members ultimately shapes public opinion more so than direct exposure to the media. The theory helped explain how mass media influences audiences indirectly through social relationships and informal discussions within people's networks.
1) Audience theory examines how media producers construct target audiences and how audiences interpret messages.
2) David Morley identified three types of audience readings: dominant, negotiated, and oppositional.
3) Stuart Hall argued that audiences actively interpret meanings based on their own frameworks, rejecting the idea that media directly injects meanings.
4) Later theorists rejected effects models of passive audiences in favor of seeing audiences as active interpreters who pick and choose what to accept.
The uses and gratification theory was developed in 1974 by Blumler and Katz. It focuses on why people choose to use media rather than how media affects people. The theory proposes that individuals use media for information, personal identity, social interaction, and entertainment. As new media forms emerged, the reasons for using media have expanded beyond these core purposes.
Media Research Methods provides an overview of media and communication research. It discusses how research has developed into an academic area, drawing on methods from other social sciences. Research covers a wide range of topics using various methods. The document outlines the importance, scope, and characteristics of scientific research. It also discusses the growth of research in mass communication due to forces like wars, advertising, publishers, and public concern. Finally, it examines the phases of research development within a new medium and importance of research for knowledge, theory, and solving real-world problems.
The Uses and Gratification Theory proposes that people actively seek out specific media to satisfy certain needs. It focuses on understanding why and how audiences use media rather than how media affects people. The theory suggests people choose media to fulfill needs like information, personal identity, social interaction, and entertainment. It presents an audience-centered perspective on mass communication.
1) The study aimed to compare citations from ISI, Google Scholar, and Google Web/URL of 1,650 journal articles across disciplines to understand differences in conventional and web-based citation patterns.
2) It found significant correlations between ISI citations and Google Scholar/Web citations in many science and social science fields, with Google Scholar correlating more strongly.
3) There were clear disciplinary differences observed, with Google Scholar being used more in computer science and social sciences compared to ISI.
Media producers identify target audiences during planning to shape content and style appropriately. Target audiences are defined by demographics like age, gender, social class and interests. While a text may target a specific group, other audiences may interpret it differently based on their own characteristics and experiences.
The document discusses the production values and narrative structure of the film Star Trek Into Darkness. It had a higher budget of $185 million than the previous Star Trek film, qualifying it as a blockbuster. Director J.J. Abrams produced it through his company Bad Robot Productions, known for science fiction works. The narrative follows classic Hollywood and Todorov structures, with an equilibrium disrupted that is then attempted to be repaired before a new equilibrium is reached at the end.
Horror films typically have niche audiences rather than mass audiences. A niche audience is smaller but more influential than a mass audience, which consists of a large, varied group of people who enjoy mainstream or popular films. There are three main subgenres of horror films - home invasion, ghosts/spirits, and slasher. Home invasion films like The Purge appeal most to a young audience aged 14-25, especially males due to the action. Ghost/spirit films like The Grudge target 15-35 year olds and have a slightly larger female audience. Slasher films like Friday the 13th are aimed at 15-24 year olds and have high violence/gore, making them primarily appealing to males but
Audience theory examines how audiences interact with and understand media messages. Different audiences can interpret the same message in various ways based on their own knowledge and experiences. While some effects models argue media has significant influence over audiences, uses and gratifications theory contends that audiences are active and use media to fulfill certain needs. Reception theory further recognizes that audiences can decode meanings in dominant, negotiated, or oppositional ways depending on how their own views align with the encoded message.
The document discusses several audience theories that can be applied to analyzing the effectiveness of a music magazine, including identification, uses and gratifications, two-step flow, and Maslow's hierarchy of needs. Identification theory suggests media can provide stress relief. Uses and gratifications theory proposes media satisfies needs for entertainment, information, identity, and social interaction. Two-step flow theory involves opinion leaders influencing passive audiences. Maslow's hierarchy prioritizes self-actualization and creativity fitting the intended audience of the magazine.
The document discusses a study on the effectiveness of fear appeals in anti-smoking campaigns. It describes how students were split into three groups - high-threat, low-threat, and control - and shown an anti-smoking film with different threat levels. Surveys after found those in the high-threat group were most likely to intend to abstain from smoking, followed by the low-threat group. While the low-threat condition induced the same level of fear as the high-threat one, implying similar consequences of smoking had comparable effects in discouraging smoking.
The document summarizes several media effects theories:
1) The hypodermic needle model suggests that media have a direct and powerful influence over audiences' behaviors by "injecting" specific messages that audiences will believe and act on.
2) The inoculation model views audiences as resistant to extreme media messages over time as they become desensitized through repeated exposures.
3) The two-step flow model proposes that media influence flows from media to opinion leaders to the general public, as opinion leaders shape the views of those around them.
Stuart Hall proposed three ways that audiences can respond to texts:
1) Preferred/dominant readings where the audience interprets the text as intended.
2) Negotiated readings where the audience agrees with some parts but not others.
3) Oppositional/resistant readings where the audience's beliefs conflict with how the text portrays something.
This means a text cannot have a static meaning since audiences can interpret it differently based on their experiences.
Audience theory examines how audiences interact with and make sense of media. It recognizes that audiences are not passive receivers of media messages but actively interpret and make meaning from media texts based on their own experiences and perspectives. Early theories like the hypodermic needle model viewed audiences as easily manipulated, but uses and gratification theory sees audiences as active in selecting media to meet their own needs. The two-step flow theory proposes that media influence happens through opinion leaders. Reception theory looks at how audiences can decode meanings in media differently than intended by producers.
Ha7 task 3 – presentation of research resultsDeightonater
Our task was to survey people in groups about Grand Theft Auto V using both closed and open-ended questions. Callum posted the survey on social media and received a few responses. Most respondents said GTA V was a very good game that they had played for a long time. All respondents were around the same age and from the same area.
This document provides guidelines for writing an APA style research article review. It discusses the peer review process for scholarly journal articles and how to find peer-reviewed sources. It recommends education databases for finding current journal articles and provides examples of searching Education Full Text. The document reviews APA style basics, references, and citations. It provides guidance on the structure of a 5-paragraph article review, including an introduction, body paragraphs analyzing key topics, and conclusion. Common writing errors are identified and OWL resources are suggested for avoiding these issues and improving academic writing skills.
The document summarizes agenda-setting theory in mass communication. It defines agenda-setting as the ability of media to influence the importance of issues in the public. The theory originated in the 1920s and was formally developed by McCombs and Shaw in their 1972 study of the 1968 US presidential election, which found that voters' perceptions of important issues matched the media's coverage. The document also discusses how agenda-setting relates to priming and framing effects and explains differences between these concepts.
Agenda setting theory holds that intense media attention on certain topics and issues increases their perceived importance. The media uses agenda setting to inform the public about what it considers important, thereby influencing what issues people think about and believe are significant. While agenda setting allows the media to shape public awareness and attitudes, critics argue there is not strong evidence it causes direct changes in how the public views specific issues.
This document provides an overview of three key audience theories:
1. The Effects Model views audiences as passive recipients who are directly influenced by media texts. It has been criticized for ignoring audience agency.
2. The Uses and Gratifications Model positions audiences as active, using media to fulfill needs like diversion, escapism, and social comparison. It suggests consumption can help address personal issues.
3. Reception Theory recognizes that meanings encoded by producers may be decoded differently by audiences, who can have dominant, negotiated, or oppositional readings of texts. It acknowledges multiple possible interpretations.
How to review a journal paper and prepare oral presentationSeppo Karrila
This document provides guidance on reviewing a journal article and preparing and delivering a scientific presentation. It discusses reviewing an article by answering key questions about the topic, approach, results and implications. When preparing a presentation, the document recommends planning for your audience, structuring your content with an introduction outlining the issue, significance and approach, and creating slides that are simple with short text and large, readable figures and tables. It also provides tips for delivering the presentation, such as practicing your timing, using the microphone, and reminding the audience of key points at the end.
The document discusses several media theories:
- Effects theory argues that media has direct effects on audiences, potentially manipulating them
- Uses and gratifications theory examines what audiences do with media to fulfill needs
- Reception theory views audiences as active interpreters of media texts based on their social and cultural backgrounds, leading to varied readings of the same text.
Uses and Gratifications Theory posits that audience members actively seek out media to meet specific needs or gratifications, rather than media having direct influence over people. It focuses on what people do with media rather than what media does to people. The theory suggests people use media to fulfill needs like social interaction, entertainment, education, and identification. Critics argue it does not fully recognize media's unconscious influence over views and that media can manipulate audiences. However, it may be more applicable today as the internet allows more freedom and control over media consumption.
This document discusses three theories of audience: the effects model, uses and gratifications model, and reception theory. The effects model argues media has a direct influence on passive audiences. The uses and gratifications model argues audiences actively use media to fulfill needs. Reception theory examines how producers encode meaning differently than audiences decode it.
The document discusses several key concepts in media theory, including:
1) Media effects theory examines how media can influence society and how society shapes media, while uses and gratification theory focuses on how audiences use media to fulfill certain needs or desires like entertainment, social connection, or emotional release.
2) Audiences can be either active, critically engaging with media messages, or passive, uncritically accepting messages as intended.
3) Psychographic profiles segment audiences based on factors like aspirations, values, and tendencies towards conformity or individualism.
4) Both uses and gratification theory and effects theory have disadvantages, such as oversimplifying audience interpretation of messages or suggesting media has too much or too little
The document discusses three main theories of audience:
1) The Effects Model/Hypodermic Model which sees audiences as passive and easily influenced by media texts.
2) The Uses and Gratifications Model which views audiences as active and using media texts to fulfill personal needs and gratifications.
3) Reception Theory which examines how audiences can decode meanings in texts in dominant, negotiated, or oppositional ways based on their own views.
There are three main theories of audience:
1. The Effects Model sees audiences as passive recipients of media messages that directly influence them.
2. Uses and Gratifications Model views audiences as active, using media to fulfill needs like diversion, identity, and catharsis.
3. Reception Theory proposes audiences can decode meanings differently - agreeing with, negotiating, or opposing the producer's intent.
This document summarizes several media theories:
- The hypodermic needle/magic bullet theory suggests media can directly influence audiences' thoughts and opinions.
- Cultivation theory argues heavy media exposure shapes viewers' beliefs about social reality.
- The two-step flow model proposes media's influence flows through influential figures to shape opinions.
- Uses and gratifications theory views audiences as active in choosing media that meets needs like entertainment or identity.
- Reception theory argues audiences decode media texts in dominant, oppositional, or negotiated ways.
- Moral panic theory describes how media can exaggerate issues to create hysteria and blame certain groups.
This document provides information and tasks related to evaluating a media production for a critical perspectives exam. It discusses several key concepts that will be covered, including genre, narrative, representation, audience, and media language. Students are asked to answer questions about their project, target audience, and the meaning of their trailer. Several theories related to media effects and audiences are also summarized, including mass audience theory, active audience theory, uses and gratification theory, cultivation theory, desensitization theory, and the hypodermic syringe model. Students are asked to apply these theories to their trailer and the horror genre.
Uses and Gratifications Theory examines how audiences actively engage with media to fulfill various needs. It was developed by Blumler and Katz who argued that people's social and psychological origins generate expectations of media that lead to differential exposure patterns fulfilling needs and other consequences. The theory suggests that media use fulfills cognitive needs for knowledge, affective needs for emotion/pleasure, personal integrative needs for status/self-esteem, and social integrative needs for social interaction. The internet has expanded media options and allowed audiences more control over fulfilling these needs.
The document discusses several theories related to audience and media consumption:
1) Gratification theory proposes that audiences are active and make choices about what media to consume based on fulfilling social and psychological needs.
2) Reception theory argues that media producers encode messages while audiences can decode them in dominant, negotiated, or oppositional ways depending on their experiences.
3) The hypodermic needle theory from the 1920s-1930s viewed audiences as passive and directly influenced by media injections, but it is now seen as outdated since audiences are more active.
Audiences are defined as individuals or groups that consume media texts. They are important because without audiences, media organizations would not make a profit. Media texts are constructed with specific audiences in mind. There are different theories about how audiences interact with and are influenced by media, such as the uses and gratifications theory which posits that audiences are active in choosing media to fulfill needs like identity, information, entertainment, and social interaction. Reception theory also recognizes that audiences decode media messages in different ways than intended by producers.
The document discusses three theories of audience: the effects model, uses and gratifications theory, and reception theory. The effects model views audiences as passive and influenced by media texts. Uses and gratifications theory sees audiences as active users who gratify needs through media. Reception theory examines how audiences decode meanings encoded in texts by producers, which can be dominant, negotiated, or oppositional readings.
Media audiences can be defined based on their location of consumption, what content they consume, their size, and subjectivity. There are several theories that aim to explain how audiences interact with media. The hypodermic needle theory views audiences as passive recipients who are directly influenced by media messages. In contrast, uses and gratifications theory sees audiences as active users who consume media to fulfill personal needs and pleasures, not to be influenced. Reception theory examines how audiences decode and understand media messages, which can be decoded in a preferred, negotiated, or oppositional way.
The document summarizes several theories related to media audiences:
- Maslow's hierarchy of needs proposes that basic physiological needs must be met before higher-level needs.
- Passive audience theory suggests audiences directly receive media messages and are influenced without response.
- The hypodermic needle model views audiences as directly and powerfully impacted by media like advertisements.
- Cultivation theory examines television's long-term influence on viewers' perspectives without their awareness.
- The two-step flow theory proposes opinions spread from media to opinion leaders and then to others.
- Active audience and reader response theories see audiences as interpreting media based on their own experiences.
- Uses and gratifications model focuses on what audiences do with
This document provides an overview of audience theory, including both "effects" models that consider how media impacts audiences, and different types of audience members (passive vs. active). It discusses the "preferred reading" theory, where media producers promote a particular interpretation that most audiences accept. The cultural effects model is explained, seeing audiences as passive recipients of ideological messages from media owners over long periods, gradually influencing societal norms and values. Key theories covered include the hypodermic syringe model of direct media effects and cultivation theory involving television's influence through repeated messages like promoting a "mean world."
This document provides an overview of audience theory, including both "effects" models that consider how media impacts audiences, and different types of audience members (passive vs. active). It discusses the "preferred reading" theory, where media producers promote a particular interpretation that most audiences accept. The cultural effects model is explained, viewing audiences as passive recipients of ideological messages from media owners that gradually influence society over time. Key theories covered include the hypodermic syringe model, two-step flow, uses and gratifications, and cultivation theory.
This document provides information on several media theories and key concepts. It discusses Laura Mulvey's male gaze theory, which explores how women are objectified in film for male pleasure. It also covers Stuart Hall's audience positioning theory, which examines how audiences decode meanings from media. Additionally, it outlines the hypodermic model of direct media effects, two-step flow theory involving opinion leaders, and uses and gratifications theory of active audiences. The document also defines several key terms and concepts, such as hegemony, ideologies, and semiotics. Finally, it briefly discusses five phases of media production and different types of media ownership models.
The document discusses various theories about the effects of media on audiences. It describes direct effect theories like the hypodermic syringe theory which argues media directly influences behavior, and cultivation theory which says repeated exposure shapes attitudes. Diffusion theories like two-step flow argue media's effects depend on social discussion. Indirect effect and pluralist theories view audiences as active interpreters influenced by many individual factors rather than just media exposure. The document aims to raise awareness of these debates and support critical analysis of media effects theories.
Week 12 audiences interaction film studies Elliot Miller
This document discusses various theories related to how audiences consume and interpret media. It begins by defining passive and active consumption, then discusses several theories: the hypodermic needle model which suggests media immediately affects audiences; uses and gratifications theory which focuses on why audiences consume certain media; reception theory which proposes that meaning can be encoded differently; and spectatorship which notes personal experiences influence responses. It also covers frameworks for interpreting media differently based on attributes. Overall the document analyzes the complex relationship between audiences and media from several theoretical perspectives.
The document summarizes several communication theories:
- The Hypodermic Needle Theory suggests media has direct influence over passive audiences. It is no longer accepted but still influences views.
- The Agenda Setting Theory claims media can set what issues are discussed and how. Audiences often interpret messages as intended.
- Reinforcement Theory argues media reinforces existing views and other social factors are more influential, except for introducing new ideas.
- Two Step Flow Theory says opinion leaders influence public views after initial media exposure and interpretation.
- Uses and Gratifications Theory proposes audiences actively use media to fulfill needs and have power over media content and influence.
This document provides an overview of audience theory, including key theorists and concepts. It discusses primary, secondary and tertiary media; passive and active audiences; and effects versus uses and gratifications models. Key theorists mentioned include Katz & Bulmer, Morley, Hall, Ang, and Katz & Lazerfield. Central concepts covered include encoding/decoding, cultivation analysis, situated culture, and moral panics. The document also references studies by Morley, Ang, and Buckingham and evaluates whether older audience models still apply given changes in media forms and technologies.
Exam lessons 3 (audiences) Section A A2 Media Exam Belinda Raji
The document discusses media audience theory, focusing on concepts like the hypodermic needle model, uses and gratifications theory, and reception theory. It provides details on each concept, including critiques of the hypodermic needle model which sees audiences as passive, and examples of how uses and gratifications theory and reception theory see audiences as more active in making meaning. It also discusses audience segmentation models and provides quotes related to understanding audiences and conducting audience research.
Narrative theory provides frameworks for understanding how stories are structured and convey meaning. According to Aristotle, successful narratives involve actions that change characters' lives and contain resolution of that change. More recently, theorists like Todorov, Barthes, and Propp analyzed common narrative elements. Todorov proposed narratives follow an equilibrium-disruption-new equilibrium structure. Barthes identified codes like action/enigma that integrate viewers. Propp noted recurring character types like heroes, villains, and helpers. Applying these theories allows deeper analysis of narrative techniques in any media text.
The document summarizes several narrative theories:
1) Barthes' Enigma Code which suggests texts portray mysteries to intrigue audiences.
2) Todorov's 5 Stages of Narrative where stories begin in equilibrium, face disruption, and restore order.
3) Propp's 8 character types that provide narrative structure, including heroes, villains, helpers.
4) Lévi-Strauss' theory that narratives are structured around conflicts between binary opposites like good vs evil.
This document provides guidance for a written response examining the music industry and its audiences. Candidates should choose a case study to illustrate patterns of production, distribution, marketing and promotion, exchange and consumption in the music industry. The response should discuss topics like cross-media convergence and synergy, marketing strategies of music companies, and how technologies have impacted institutions and audiences. Candidates will be assessed on their understanding of the question, knowledge of the music industry, use of facts and examples from their case study, and ability to make clear arguments using relevant terminology.
Ethnicity relates to the cultural traditions that define a human group, including racial characteristics, religion, language, customs, and dress. Your ethnicity is part of your cultural identity but does not define your nationality. Stereotypes of ethnicity in media representations include exotic, dangerous, pitied, humorous, and increasingly sexualized. While representation of other cultures has improved since earlier focus on foreignness and comedy, people from other cultures tend still to be defined by their perceived otherness, which can be seen as positive or negative. Some stereotypes and misrepresentations can be dangerous as media may provide some audiences' only experience of other cultures. Some programs include ethnic minorities but are often accused of tokenism or reinforcing stereotypes.
This document discusses classifying target audiences for media products. It describes ways to categorize audiences demographically such as by age, gender, income, education, and family life cycle stage. Psychographic categories like attitudes and interests are also mentioned. Understanding the target audience benefits media companies by helping them create products that will appeal to and be relevant for specific groups of intended recipients.
The document provides instructions for three blog posts about a target audience for a film trailer. The first post involves creating a character to represent the audience and outlining their interests. The second post reflects on how the audience will impact the trailer's design, dialogue, and locations. The third post requires primary research of the audience through a survey and focus group, then analyzing how the findings will affect the trailer production.
This document lists past exam questions for Section B on the AS paper from June 2009 to Summer 2014. It provides a chronological list of exam dates going back several years, with the most recent exams listed first from Summer 2014 back to June 2009. This list would allow a student to review previous exam questions to help prepare for upcoming AS paper Section B exams.
This document outlines a checklist for a print brief assignment that requires the creation of a magazine. It includes 47 steps to complete preliminary research on magazines, develop designs for a front cover, contents page, and double page spread, gather feedback, and evaluate the final products. Some of the key steps involve researching magazine genres and target audiences, developing draft designs, conducting a photo shoot, and gathering feedback to refine the designs. The final evaluation questions require reflecting on the creative process and what was learned.
This document provides guidance for students taking an AS Media Studies exam, including tips for analyzing representations in TV drama, key concepts related to cinematography, editing, mise-en-scene, sound, and representation. It also covers common social groups represented on TV like gender, ethnicity, disability and more. Students are given examples of shot types, camera movements, depth of field, and framing to help with their analysis of a TV drama clip shown in the exam.
Foley artists create realistic sound effects for films by manipulating everyday objects. The document lists several sound effects and matching Foley techniques, such as snapping celery to simulate footsteps in snow or squashing a box of Rice Crispies to mimic galloping horses. Foley artists precisely reproduce sounds to enhance the sensory experience for movie audiences.
The document provides information about Foley artistry and sound design in film and television. It begins by asking the reader to match sound effects to their creation techniques. It then profiles Alyson Moore, a professional Foley artist, and lists some common sound effects she creates through various methods like coconuts stuffed with cloth or thumping a watermelon. The document goes on to define diegetic and non-diegetic sounds and provides examples of each. It encourages analyzing sequences to categorize sounds and understand how they generate meaning and affect the story, characters, and genre.
1) The document discusses analyzing editing techniques in the BBC drama "BODIES" to understand how it constructs representations of the medical profession and different social statuses.
2) Four sequences from the first two episodes will be examined to see how editing helps the audience understand the feelings of the main character on his first day and creates contrasts between him as an ordinary working class protagonist and his upper middle class boss.
3) Editing techniques will also be analyzed to see how they build dramatic impact as patient names are switched on a surgery list in one of the sequences.
This document provides an overview of editing techniques used in television drama, focusing on the concept of continuity editing. It analyzes the pre-title sequence of an episode of Silent Witness, noting how it uses techniques like match cuts, shot-reverse-shot, cross-cutting, and changes in editing pace to immerse viewers in the story and build suspense without drawing attention to the technical construction. Key terms around continuity, 180-degree rule, and editing speed are also defined for media analysis.
Continuity editing is a film editing technique that aims to seamlessly connect shots to make a scene appear unbroken. It uses techniques like matching actions between shots and avoiding breaks in continuity to obscure cuts and transitions between camera angles/shots. Continuity editing establishes visual and logical connections between shots through cause-and-effect relationships and matching actions across cuts.
Editing is the process of assembling shots together to create a coherent narrative for any production. Shots are organized through transitions and edited based on duration to manipulate emotions and understanding. Continuity ensures smooth transitions between shots through matching actions or events, while rhythm is created by the pace of the cuts. Different transitions aid the narrative and audience experience.
This document discusses semiotic analysis of TV dramas. Semiotic analysis examines the referent, signifier, and signified of signs and symbols in images. It defines denotation as the literal meaning and connotation as implied interpretations. The document instructs students to work in groups, pick a card with an image from a TV drama, and conduct a semiotic analysis by suggesting the connotations of the image and why producers might have used it.
This document discusses various elements of mise-en-scène that are used in film and television to create meaning and evoke emotions. It defines mise-en-scène as the arrangement of everything visible in the frame, including actors, lighting, décor, props, and costumes. It then examines specific mise-en-scène elements like lighting, costume, location, body language, and décor and how they are used symbolically and to characterize figures or set a mood. Students are instructed to analyze how these elements create meaning in scenes from the TV show Broadchurch trailer.
This document provides an overview of the AS Media Studies course for the upcoming year. It outlines the two units that will be studied - G321 Foundation Portfolio in Media and G322 Key Media Concepts in TV Drama. For G321, students will produce two media artifacts in response to briefs and evaluate their work. For G322, students will analyze an unseen TV extract and complete a case study on the music industry. The document details the assessment methods, timelines, expectations and resources to support students in successfully completing the course.
How to Add a Filter in the Odoo 17 - Odoo 17 SlidesCeline George
In this slide, we will learn how to add filters in Odoo 17. Filters are a powerful tool that allows us to narrow down our search results and find the specific information we need. We will go over on how to create custom filters. By the end of this slide, we will be able to easily filter our data in Odoo 17.
Conferencia a cargo de D. Ignacio Álvarez Lanzarote dentro del Curso Extraordinario de la Universidad de Zaragoza "Recursos de apoyo en el desarrollo de la competencia digital", que se celebró los días 1, 2 y 3 de julio de 2024.
Description:
Welcome to the comprehensive guide on Relational Database Management System (RDBMS) concepts, tailored for final year B.Sc. Computer Science students affiliated with Alagappa University. This document covers fundamental principles and advanced topics in RDBMS, offering a structured approach to understanding databases in the context of modern computing. PDF content is prepared from the text book Learn Oracle 8I by JOSE A RAMALHO.
Key Topics Covered:
Main Topic : VIEW
Sub-Topic :
View Definition, Advantages and disadvantages, View Creation Syntax, View creation based on single table, view creation based on multiple table, Deleting View and View the definition of view
Target Audience:
Final year B.Sc. Computer Science students at Alagappa University seeking a solid foundation in RDBMS principles for academic and practical applications.
Previous Slides Link:
1. Data Integrity, Index, TAble Creation and maintenance https://www.slideshare.net/slideshow/lecture_notes_unit4_chapter_8_9_10_rdbms-for-the-students-affiliated-by-alagappa-university/270123800
2. Sequences : https://www.slideshare.net/slideshow/sequnces-lecture_notes_unit4_chapter11_sequence/270134792
About the Author:
Dr. S. Murugan is Associate Professor at Alagappa Government Arts College, Karaikudi. With 23 years of teaching experience in the field of Computer Science, Dr. S. Murugan has a passion for simplifying complex concepts in database management.
Disclaimer:
This document is intended for educational purposes only. The content presented here reflects the author’s understanding in the field of RDBMS as of 2024.
View Inheritance in Odoo 17 - Odoo 17 SlidesCeline George
Odoo is a customizable ERP software. In odoo we can do different customizations on functionalities or appearance. There are different view types in odoo like form, tree, kanban and search. It is also possible to change an existing view in odoo; it is called view inheritance. This slide will show how to inherit an existing view in Odoo 17.
How to Manage Access Rights & User Types in Odoo 17Celine George
In Odoo, who have access to the database they are called users. There are different types of users in odoo and they have different accesses into the database. Access rights are permissions that can be set for the individual or group of users. This slide will show How to Manage Access Rights & User Types in Odoo 17.
Mail Server Configuration Using App passwords in Odoo 17Celine George
In Odoo 17, we can securely configure an email server to send and receive emails within the application. This is useful for features like sending quotations, invoices, and notifications via email. If our email service provider (e.g., Gmail, Outlook) supports app passwords, we can use them to authenticate our Odoo instance with the email server.
Title: Relational Database Management System Concepts(RDBMS)
Description:
Welcome to the comprehensive guide on Relational Database Management System (RDBMS) concepts, tailored for final year B.Sc. Computer Science students affiliated with Alagappa University. This document covers fundamental principles and advanced topics in RDBMS, offering a structured approach to understanding databases in the context of modern computing. PDF content is prepared from the text book Learn Oracle 8I by JOSE A RAMALHO.
Key Topics Covered:
Main Topic : DATA INTEGRITY, CREATING AND MAINTAINING A TABLE AND INDEX
Sub-Topic :
Data Integrity,Types of Integrity, Integrity Constraints, Primary Key, Foreign key, unique key, self referential integrity,
creating and maintain a table, Modifying a table, alter a table, Deleting a table
Create an Index, Alter Index, Drop Index, Function based index, obtaining information about index, Difference between ROWID and ROWNUM
Target Audience:
Final year B.Sc. Computer Science students at Alagappa University seeking a solid foundation in RDBMS principles for academic and practical applications.
About the Author:
Dr. S. Murugan is Associate Professor at Alagappa Government Arts College, Karaikudi. With 23 years of teaching experience in the field of Computer Science, Dr. S. Murugan has a passion for simplifying complex concepts in database management.
Disclaimer:
This document is intended for educational purposes only. The content presented here reflects the author’s understanding in the field of RDBMS as of 2024.
How To Update One2many Field From OnChange of Field in Odoo 17Celine George
There can be chances when we need to update a One2many field when we change the value of any other fields in the form view of a record. In Odoo, we can do this. Let’s go with an example.
Edukasyong Pantahanan at Pangkabuhayan 1: Personal HygieneMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏.𝟏)-𝐅𝐢𝐧𝐚𝐥𝐬
Lesson Outcome:
-Students will recognize the importance of personal hygiene, such as washing hands before and after gardening, using gloves, proper care of any cuts or scrapes to prevent infections and etc
How to Create & Publish a Blog in Odoo 17 WebsiteCeline George
A blog is a platform for sharing articles and information. In Odoo 17, we can effortlessly create and publish our own blogs using the blog menu. This presentation provides a comprehensive guide to creating and publishing a blog on your Odoo 17 website.
2. AUDIENCE THEORY
• Why do audiences choose to consume the
certain media texts?
• How do they consume media texts?
• What happens when they consume media
texts?
3. We all know that media texts are constructed products that all have
a purpose and a message, but do we all use media for the same
reason and do we even see the same message?
4. • There are many theories concerned with
trying to understand the relationship between
audiences and media texts.
1. The Media Effects Model
2. The Uses and Gratifications Model
5. • Focus is on the effect of media and its influence
upon the audience.
• It is normally considered that this effect is
negative.
• Audiences are deemed to be passive and
powerless to resist influence.
• The power lies in the message of the text.
• Media messages are like drugs injected directly
into the audience (which is why this model is also
known as the Hypodermic Syringe Theory).
•
• Have you ever felt affected by the media?
THE MEDIA EFFECTS
MODEL
6. Does the Media really work like this? Some
points for discussion…
• China and government control of the media
• The Bobo doll experiment (psychology)
• School shootings in America
• Video game violence
Batman shooting
suspect James Holmes
The self-named Joker James
Holmes accused of killing 12 and
injuring 58 was an introverted
but extremely smart student.
7. Is considered to be the opposite of The Effects
Model.
The audience are active.
The audience choose to use the text and are
not used by it.
The audience use it for their own personal
pleasure or gratification.
Power is with the audience not the producers.
Focus on why we use media.
Audience are free to reject, play with or use the
media.
USES & GRATIFICATIONS THEORY
• Is considered to be the
opposite of The Effects
Model.
• The audience are active.
• The audience choose to use
the text and are not used by
it.
• The audience use it for their
own personal pleasure or
gratification.
• Power is with the audience
not the producers.
• Focus on why we use media.
• Audience are free to reject,
play with or use the media.
8. So the theory exists to explain why audiences consume
media texts. Below are some of the suggested reasons
for media consumption;
Information
• finding out about relevant events and
conditions in immediate surroundings,
society and the world
• seeking advice on practical matters or
opinion and decision choices
• satisfying curiosity and general interest
• learning; self-education
• gaining a sense of security through
knowledge
Personal Identity
• finding reinforcement for personal
values
• finding models of behaviour
• identifying with valued other (in the
media)
• gaining insight into one's self
Integration and Social Interaction
• gaining insight into circumstances of
others; social empathy
• identifying with others and gaining a sense
of belonging
• finding a basis for conversation and social
interaction
• having a substitute for real-life
companionship
• helping to carry out social roles
• enabling one to connect with family,
friends and society
Entertainment
9. Controversially the theory suggests that the consumption
of violent images can be helpful rather than harmful. The
theory suggests that audiences act out their violent
impulses through the consumption of media.
To what extent do
you think that
this is true?
Discuss.
10. CULTIVATION THEORY
“Living in the television world”
• Cultivation Theory definition: The
more Media products people
consume, the more likely they are
to hold a view of reality that is
closer to the Media’s depiction of
reality.
• For example: A person who
watches a lot of crime shows on
television will eventually believe
that there is a lot of violent crime
in the city that he/she lives in.
11. CULTIVATION THEORY
“Living in the television world”
• Focus is on how the media can change
attitudes
• The audience are thought to be passive
viewers
• The effect happens over the long-term
• The media is responsible for the way society
views itself and the wider world
• The audience are re-active in their actions
12. CULTIVATION THEORY
“Living in the television world”
• This video provides and interesting insight into
how this theory works and the reality of
media influence on attitudes values and
beliefs. It is in essence cultivation theory in
action!
• http://www.youtube.com/watch?v=PTlmho_RovY
13. INOCULATION THEORY
Inoculation Theory
definition: Continued
exposure to specific
Media messages (like
violence, for example) would
lead to an audience
becoming desensitised so
that real violence in this case
is dismissed as being
ordinary and unimportant.
Horrific or violent events
become normalised.
14. INOCULATION THEORY
• Focus is on how the media can change
attitudes
• The audience are thought to be passive
viewers
• The effect happens over the long-term
• The media is responsible for the way society
views itself and the wider world
• The audience are neutral in their actions
“Errr…it was the media what did it”
15. RECEPTION THEORY
• Based on Stuart Hall’s theory of Encoding and
Decoding (producers of media build messages
and the audience receive them), Reception
Theory is vastly different to the previously two
theories mentioned earlier.
• Reception Theory definition: Messages in the
Media are not simply passively accepted by the
audience, but that the reader / viewer interpret
the meanings of the text based on their individual
cultural background and life experiences.
16. RECEPTION THEORY
• The audience are active.
• The audience choose to use the text and are
not used by it.
• Power is with the audience not the producers.
• Audience are free to reject, play with or use
the media.
17. RECEPTION THEORY
• This theory suggests that the audience can receive the
media in 4 different ways;
• The audience member assumes the dominant position
when they recognise and agree with the full-preferred
meaning offered by the media text.
• The oppositional reading is established when the audience
member understands the preferred meaning, but disagrees
with it due to their own set of attitudes and beliefs.
• The negotiated reading is established when the audience
member opposes or has to adapt the preferred meaning.
• The aberrant decoding is where the audience member
reads the text in an unpredicted way, producing a deviant
meaning.