Media Audiences key terminology and theories

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31 Terms

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Uses and Gratifications theory

Blumler and Katz: the audience is active and consumes media for 4 different purposes and functions: Escapism, Information, Personal Identity and Personal Relationships

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Hypodermic needle theory

Lasswell: the audience is a passive entity, the media’s intended message is ‘injected’ and wholly accepted by the receiver

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Hypodermic needle theory HISTORY

The study of propaganda as governments after WWI began to focus on swaying public opinion. Lasswell argued the ‘civilian mind is standardised by news’ and believed that 1920’s audiences were passive and helpless recipients

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Moral panic

The way the media stirs intense feelings (often anger or fear) in their audience in how it covers a news event or issue. These feelings are often out of proportion to the actual danger presented

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Cumulation

When representations of dominant ideologies accumulate in intensity over time as people consume media repeatedly. These are central in forming individual’s perceptions of reality.

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Media literacy

The ability to critically analyse and understand mass media, including evaluating accuracy, credibility and bias

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Bandura’s Social Learning/Imitation theory

We acquire attitudes, emotional responses and new conduct by observing people (models) and our environment. The media can implant ideas in the passive audience’s mind directly. Representations of aggression are imitable (Bobo Doll experiment)

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Cultivation theory

Exposure to repeated patterns of representation over prolonged periods of time can shape and influence the way in which people perceive the world around them. Cultivation reinforces mainstream views and opinions

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Socialisation

The process of learning the norms and values of our culture. The media is said to have an active influence on this process.

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Standardisation

The way the repetition of an idea, behaviour or attitude across the media over time can normalise/standardise it

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Enculturation

How individuals learn social and traditional cultural norms. Through cumulation, we begin to internalise those values and accept them as truth.

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Bardic function

Refers to the nature of the media as a story-teller/information provider within the culture

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Cultivation differential

The difference in perceptions and beliefs between regular media users and those who do not consume as much media. The theory suggests heavy media users internalise the values and attitudes portrayed in media content more.

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Mainstreaming

The filtering effect where the media creates a common ideology for the audience. We begin to share the same values and attitudes as a result.

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Resonance

The blurring of fact and fiction where media products create similarities between everyday reality and the narratives constructed in the media, making them more believable. Their ‘realism’ causes audiences to synthesise them into their perception of the world.

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Mean World Index/Syndrome

where violence-related content of a mass media influences their audiences to believe that the world is more dangerous than it actually is

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Reception/Encoding-decoding theory theory

Hall: producers using signs to encode meaning which is then decoded by audiences, who interpret the message through their own framework of knowledge. These readings are Hegemonic, Negotiated or Oppositional.

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Agenda setting

How media institutions present their values by prioritising selected messages. The ones deemed more important will take prominence in coverage, reflecting the producer’s values.

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Framing

The organisation of media language that presents a message in a specific way that reflects the agenda of the producers

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Myth making

The construction of socially or historically determined ideas which have become accepted truth.

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Fandom theory

Jenkins: Recognising the new relationship between the producer and audiences who become prosumers/fans: devoted followers of media texts who construct their own meanings and interpretations beyond the original message.

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Prosumer

A merge of producer and consumer. Those who create, and adapt existing media content and then distribute it via social media and the internet.

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Interactivity

When media audiences take an active involvement in/with the media text

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Participatory culture

The audience starts interacting with media by creating, producing and distributing their own media content while interacting with others

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Textual poaching

The repurposing of media texts by fans to create new media products with entirely new meanings beyond the original meanings. This includes memes, fan-fiction, parody videos etc

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End of Audience theory

Shirky: Audience behaviour has progressed from the passive consumption of media texts to much more interactive experience with the products and each other. He argues that the internet/digital technologies have had a profound effect on the relations between media and individuals.

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Digital natives

A person who is brought up with digital technology from an early age so using it comes naturally to them.

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Web 2.0

A phase in the history of the internet where it involved interactivity, user participation and collaboration

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Mass amateurisation

The capabilities that few forms of media have to non-professionals and the way the non-professionals have used these capabilities to create and distribute media content. Examples of this are grassroots journalists and prosumers

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Cognitive surplus

The cultural context of increased leisure time allowing for more sharing, collaboration and creativity using online platforms

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Four C’s theory

Young and Rubicam: Argued that there are 7 types of media product consumers each with individual core motivations: The aspirer (status), succeeder (success and control), reformer (enlightenment), explorer (discovery), mainstream (security), struggler (escape)