Theories- Miss Mac
22.01.20
BANDURA- MEDIA EFFECTS (AUDIENCE THEORY) *future tense*
BANDURA- MEDIA EFFECTS (AUDIENCE THEORY) *future tense*
- The consumption of media texts has an effect or influence on the audience
- It is normally considered this effect is negative
- Audiences are passive and powerless to prevent the influence
- The power lies with the message of the text
- Different media have different effects
- Media can influence audiences directly or through social media - media messages can influence without being seen directly
- "new" media can offer opportunities for SELF-DIRECTEDNESS
The Bobo doll experiment: very controversial piece of research that apparently proved that children copy bad behaviour (conducted in 1961 by Albert Bandura)
- Children in particular will imitate violent media content
- The effects model is the dominant used by politicians and religions organisations to blame media for violence
- In each case there was a media and politician outcry for the texts to be banned In some cases laws were changed, films banned, and newspapers demanded films to be burned
- The media produces violent "copycat" behaviour or mindless shopping in response to advertisements
HOMEWORK: Explain the theory and discuss it's limitations and value in terms of analysing newspapers and TV Drama
Bandura argued that the consumption of media texts had an effect or influence on the audience. It is usually considered as a negative effect with the power lying within the message of the text. An example of this is the attacks in the Birmingham Cinema which resulted in stabbings after a screening of "Blue Story". This attack was blamed upon the influence "Blue Story" had on the teenage viewers. Arguably the attack could've been within the "gangs" nature but the film was soon pulled from cinemas due to the nature of the gritty, dark film. The limitations that this theory has is that some media produces violent "copycat" behaviour in response to advertisements.
27.01.20
HALL- RECEPTION THEORY (AUDIENCE THEORY)
Gauntlet's theory of identity argues that whilst everyone is an individual in their own way, people still tend to exist within larger groups who have the same interests and hobbies. Audiences get a sense of their own identity through media products they consume. Social media is a great example of people creating and building their own identity which is unique to them however, Gauntlet explains that the media does not create identities but instead just reflects them. New media products enable far more complex and diverse ideas in terms of representations, compared to past constructions which were very straight forward and simple, particularly in terms of gender representation. For example, success of 'popular feminism' and increasing representation of different sexualities created a world where the meaning of gender, sexuality and identity is increasingly open.
16.03.20
CURRAN AND SEATON- POWER AND MEDIA INDUSTRIES
Bandura argued that the consumption of media texts had an effect or influence on the audience. It is usually considered as a negative effect with the power lying within the message of the text. An example of this is the attacks in the Birmingham Cinema which resulted in stabbings after a screening of "Blue Story". This attack was blamed upon the influence "Blue Story" had on the teenage viewers. Arguably the attack could've been within the "gangs" nature but the film was soon pulled from cinemas due to the nature of the gritty, dark film. The limitations that this theory has is that some media produces violent "copycat" behaviour in response to advertisements.
27.01.20
HALL- RECEPTION THEORY (AUDIENCE THEORY)
- Theory states that media texts are encoded by the producer
- The text is then decoded by the audience
- Different spectators will decode the text in 3 ways
- Dominant/ preferred reading- The text is read in the way that the producer intended it to be read (clear message, audience same age, easy to understand the narrative, relevant to the audience's society, have a reason to like the product in the first place)
- Negotiated reading- The audience accepts the reading but has their own input and understanding of the text (audience may not have the same life experiences, can't relate to it in a meaningful way, age may vary the reading and understanding, do not understand all of the messages making it unclear what the dominant reading is supposed to be
- Oppositional reading- The audience rejects their own reading and creates their own reading of the text and doesn't not agree with the producers ideologies and messages behind it (the product has controversial themes, they disagree with the messages of production, can not relate to it in anyway, dislike the genre, is not reflective of their society, different cultures have different understandings
HOMEWORK: Explain the theory and discuss it's limitations and value in terms of analysing newspapers and TV Drama
Hall explains that media texts are encoded by the producer and then should be decoded by the audience. The audience respond and decode the text in one of 3 ways; Dominant/ preferred reading, Negotiated reading and an Oppositional reading. The dominant reading implies that the producer intended it to be read and that the audience are the same age, understand the narrative, is relevant to the audience's society and has a lear message to the reader. The negotiated reading states how the audience accepts the text but has their own interpretation of the text. This may be due to the audience not having the same life experiences or may not understand the text making it unclear of what the dominant reading is supposed to be. The oppositional reading is when the audiences rejects the text and creates their own reading and does not agree with the producers ideologies and messages behind the text. Limitations of this theory relating to newspapers show the differences of opinion and values of the news topic.
Hall explains that media texts are encoded by the producer and then should be decoded by the audience. The audience respond and decode the text in one of 3 ways; Dominant/ preferred reading, Negotiated reading and an Oppositional reading. The dominant reading implies that the producer intended it to be read and that the audience are the same age, understand the narrative, is relevant to the audience's society and has a lear message to the reader. The negotiated reading states how the audience accepts the text but has their own interpretation of the text. This may be due to the audience not having the same life experiences or may not understand the text making it unclear of what the dominant reading is supposed to be. The oppositional reading is when the audiences rejects the text and creates their own reading and does not agree with the producers ideologies and messages behind the text. Limitations of this theory relating to newspapers show the differences of opinion and values of the news topic.
06.02.20
SHIRKY- END OF AUDIENCE (AUDIENCE THEORY)
Shirky argues that audiences are more interactive and that there is no longer a passive audience. Due to the huge growth in technology audiences are now able to express their opinions on the text and to have an ability to let the producer know how they truly feel. Although this may be a positive thing, limitations spread as far as saying that new technology has changed our expectations and behaviour towards texts, quality, experience etc.
12.02.20
GAUNTLET- IDENTITY THEORY (AUDIENCE THEORY)
- No longer thinks that there is a passive audience
- Audiences are now more active in that they are able to use new technology and social media
- New technology has changed our expectations and behaviour
- Audiences now have the ability to talk to producers about what they like or dislike
Shirky argues that audiences are more interactive and that there is no longer a passive audience. Due to the huge growth in technology audiences are now able to express their opinions on the text and to have an ability to let the producer know how they truly feel. Although this may be a positive thing, limitations spread as far as saying that new technology has changed our expectations and behaviour towards texts, quality, experience etc.
12.02.20
GAUNTLET- IDENTITY THEORY (AUDIENCE THEORY)
- 'Identity is complicated everyone's got one'
- Believes that while everyone is an individual, people tend to exist within larger groups who are similar to them. The media does not create identities but just reflects them.
- Part 1: Audiences get a sense of their own identity through the media products they consume
- Part 2: New media products offer far more complex and diverse ideas in term of representations, compared to past constructions which were very straightforward and simple. Particularly in terms of gender representation.
- Less of the simple binary representations.
HOMEWORK: Explain the theory and discuss it's limitations and value in terms of analysing newspapers and TV Drama
Gauntlet's theory of identity argues that whilst everyone is an individual in their own way, people still tend to exist within larger groups who have the same interests and hobbies. Audiences get a sense of their own identity through media products they consume. Social media is a great example of people creating and building their own identity which is unique to them however, Gauntlet explains that the media does not create identities but instead just reflects them. New media products enable far more complex and diverse ideas in terms of representations, compared to past constructions which were very straight forward and simple, particularly in terms of gender representation. For example, success of 'popular feminism' and increasing representation of different sexualities created a world where the meaning of gender, sexuality and identity is increasingly open.
16.03.20
CURRAN AND SEATON- POWER AND MEDIA INDUSTRIES
- Patterns in ownership and control are important in how the media functions- Rothermere family has owned the Daily Mail for over 100 years- Always been owned by The Scott Trust and do not control the paper
- Media industries are capitalist and aim to increase concentration of ownership; leads to narrowing of opinions represented in the press, affecting plurality- Current market share of DMG reinforces right-wing political agenda to a large audience- Aims to provide a voice for a different perspective, alternative to narrowed opinions presented
- Owners pursue profit at the expense of quality or creativity- support populist reporting that relies on sensationalised- aim to guard against this. changes in format and move online shows a need to adapt to survive
HESMONDHALGH- CULTURAL INDUSTRIES
- Cultural industries follow a capitalist pattern of increasing concentration and interrogation so production is owned and controlled by a few conglomerates- DMGT is a parent company to DMG media, allows Rothermere family to integrate a number of outlets and services, reducing competition- the guardian supports it having struggled to survive in a competitive market dominated by a few global conglomerates
- Risk is seen in terms of loss of money. Risk is high because production costs are high- increasing digital outlets and reducing printing plants helps reduce risks- the development of digital outlets and moving to a compact format and identifying other revenue steams helps reduce risk
LIVINGSTONE AND LUNT- REGULATION
- Consumers are individuals who seek private benefits from the media and require regulation to protect them. Citizens are social, seek public or social benefits form the media and require regulation to promote public interest- Member of IPSO. 17 cases brought against them in respect of claims of inaccuracy, invasion of privacy- Self regulate as perceives both regulatory bodies a being unethical and ineffective. They will for example protect whistle blowers and run the stories if in the public interest.
Bandura example is good but doesn't discuss limitations. Where is the Hall analysis?
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