active audience Flashcards
(5 cards)
Use and gratification model
suggests audience is active agent + when using media they use for their own purposes to satisfy their needs - no discussion of direct media effects
Zillman
support of u+g model suggests person’s mood influences what they choose to watch in media
Same TV programme satisfies needs of individuals differently
e.g. Friends/ Modern family as a comfort show, however others may watch it as a source of entertainment.
McQuail
following categories common reasons for media use
Information - Sources such as BBC news, daily mail etc
Personal identity - Tik Tok to inspire others and give advice on how to construct their identity
Integration + social integration
Entertainment - Netflic, amazon prime, Disney channel
Coding/decoding - Hall
coded messages in media with hidden meaning are picked up by the audience - decoding
Audience interpret meanings through ways
- dominant reading
- negotiated reading
- oppositional reading
Loren Allred was a semi-professional singer who auditioned on BGT, singing Never Enough from the Greatest showman in 2022 and received the golden buzzer which takes her straight to the semi final of the series
Selective filter model - Klapper
For media to have any effect must pass through three filters
- Selective exposure
- Selective perception
- selective retention
videos were made about the danger of having popcorn lungs in an attempt to stop young people from smoking/vaping. However, many choose to ignore these messages because they don’t care about the effects
