Audience Effects

Question 1

Use and Gratifications Model:

Zillmann

McQuail

Answer 1

People pick media based on how they feel.
Example:
Bored → Exciting shows.
Stressed → Relaxing shows.

Zillmann=Mood affects what media people pick (e.g., bored = exciting shows).

McQuail=
People use media for:
Information (learn things)
Identity (feel connected)
Interaction (social life)
Entertainment (fun, escape)

Question 2

Coding/Decoding Model (Hall)

Answer 2

Active audience: Think for themselves about media.
Passive audience: Just accept what media says.
Media messages are coded by producers.
Audiences decode them differently:
Dominant reading (accept it)
Negotiated reading (half accept)
Oppositional reading (reject it)

Question 3

Selective Filter Model (Klapper)

Answer 3

People filter media through 3 steps:
Selective exposure (choose what to watch)
Selective perception (interpret it their way)
Selective retention (only remember what fits their views)