Audience theories
Hypodermic needle model:
The knowledge and information from the media goes straight into your brain changing the way you think.
Era- 1940s-50s.
Two step flow model:
The knowledge and information from the media is interpreted by an influential person who tells you what to think.
Era- 1950s-60s.
Uses and gratifications model:
You select media and information based on your needs and wants; socially, entertainment, information and need to understand the world. You seek things to reinforce what you already believe and ignore evidence against your views.
Era- 1960s-80s.
Reception theory:
You can watch the same media as someone but interpret it differently based on your upbringing, experiences and education etc. We then construct our own meaning.
http://georgialaymedia.blogspot.co.uk/2017/09/stuart-halls-reception-theory.html
Era- 1970s-now.
Gerbner cultivation theory:
The theory suggests that our exposure to television over time changes the viewers perception of reality. For example heavy viewers may experience mean world syndrome where they believe that the world is far worse and dangerous then it actually is. The theory occurs from two concepts:
1. Mainstreaming- A process by which mass communication stabilises and homogenises perspectives. People who watch more tv than others will be more influenced then those who watch less. Especially if that person has little first hand experience on the subject.
2. Resonance- The extent to which media representations are congruent with personal experience. It describes that what we see on tv is intensified and does not reflect what we experience in day-to-day life.
The knowledge and information from the media goes straight into your brain changing the way you think.
Era- 1940s-50s.
Two step flow model:
The knowledge and information from the media is interpreted by an influential person who tells you what to think.
Era- 1950s-60s.
Uses and gratifications model:
You select media and information based on your needs and wants; socially, entertainment, information and need to understand the world. You seek things to reinforce what you already believe and ignore evidence against your views.
Era- 1960s-80s.
Reception theory:
You can watch the same media as someone but interpret it differently based on your upbringing, experiences and education etc. We then construct our own meaning.
http://georgialaymedia.blogspot.co.uk/2017/09/stuart-halls-reception-theory.html
Era- 1970s-now.
Gerbner cultivation theory:
The theory suggests that our exposure to television over time changes the viewers perception of reality. For example heavy viewers may experience mean world syndrome where they believe that the world is far worse and dangerous then it actually is. The theory occurs from two concepts:
1. Mainstreaming- A process by which mass communication stabilises and homogenises perspectives. People who watch more tv than others will be more influenced then those who watch less. Especially if that person has little first hand experience on the subject.
2. Resonance- The extent to which media representations are congruent with personal experience. It describes that what we see on tv is intensified and does not reflect what we experience in day-to-day life.
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