19/02- Audience Theories

Cultivation Theory- George Gerbner

• Effects of media on audiences

• Repeated exposure to patterns of representation shapes audience perception

• Cultivation reinforces mainstream values and ideologies

• Theory in communication that suggests long-term exposure to media shapes individuals' perceptions of reality.

• Focuses on how media influences beliefs about the world and social reality.

• Emphasizes the cumulative effect of media content on shaping attitudes and perceptions.

• Passive Audience theory

• Cultivation theory suggests that repeated exposure to television over time can subtly ‘cultivate’ viewers’ perceptions of reality.

• George Gerbner and Larry Gross theorised that TV is a medium of the socialisation of most people into standardised roles and behaviours.

• Cultivation Theory suggests Television influences its audience to the extent that their world view and perceptions start reflecting what they repeatedly see meaning.

• TV is considered to contribute independently to the way people perceive social reality and will have an effect on the audience’s attitudes and values.

• Long term exposure to violent media makes the audience less likely to be shocked by violence.

• Being less shocked by violence the audience may then be more likely to behave violently.

• The criticism of this theory is that screen violence is not the same as real violence.

• Many people have been exposed to screen murder and violence, but there is no evidence at all that this has lead audiences to be less shocked by real killings and violence.

Mean World Syndrome

• Mean World Syndrome is an assumption of cultivation theory.

• George Gerbner came up with the term to describe a phenomenon whereby violence related content in television and film makes viewers believe that the world is more dangerous than it actually is.

• People who watch a lot of violent television are more likely to believe that there are more murders etc. then there are in the real world.

End Of Audience Theory- Clay Shirky

• Relationship between digital media production and consumption

• Internet and digital technologies change the relations between media and individuals

• Audience members are no longer passive consumers but actively engage with media

• Media consumers create and share content

• The idea that modern audiences are turning into creators.

• Shirky argues that audiences are no longer passive due to the way social media operates.

• Technology has changed our behaviour; instead of just consuming media passively, we also contribute to it. In his argument, no audience is passive.

Example

• Before new media technologies, audiences would simply consume a film and that would be it.

• Now, audiences consume the film and then create a YouTube review of it or post about it on their Instagram account - they are creating media content.

• The consumer becomes the producer.

• This is why it is named the 'End of audience' theory, as Shirky believes the audience has now become the creators.

THE ASPIRER

Materialistic, acquisitive people, who are driven by others' perceptions of them rather than by their own values. As a result, they respond to what others perceive as being superficial: image, appearance, persona, charisma and fashion. An attractive pack is as important to them as its contents. Their core need in life is for status.

THE REFORMER

"Don't tell me what to do or what to think" says the Reformer. valuing their own independent judgement. Reformers’ are the most anti-materialistic of the seven groups, and are often perceived as intellectual. They are socially aware, and pride themselves on tolerance. Reformers seek out the authentic and the harmonious, and are often at the leading edge of society. However, unlike explorers. They will not buy things just because they are new. Their core need in life is for enlightenment.

THE EXPLORER

These people are driven by a need for discovery, challenge and new frontiers.
Young in nature, If not in reality.
Explorers are often the first to try out new ideas and experiences. They respond to brands than offer new sensations, indulgence and instant effects, In short, difference is what they
seek out. Their core need in life is for discovery.

THE MAINSTREAM

These are people who live in the world of the domestic and the everyday. A daily routine is fundamental to the way they live their lives. Their life choices are ‘we' rather than 'me'. As their name implies, they are the mainstream of society. They are the largest group of people within 4Cs across the word. They respond to big established brands, to family" brands and to offers of value far money. Their core need in life is for security.

THE SUCCEEDER

Succeeders possess self confidence, have a strong goal orientation and tend to be very organised. As a result, they tend to occupy positions of responsibility in society. Their investment in the status quo means they tend to support it. When it comes to brands, they sock reward and prestige, and will often seek out the best, because that is what they feel they deserve. On the other hand, they also seek out caring and protective brands - their aggressive attitude to life means they need to relax occasionally. Their core need in life is for control.

THE RESIGNED

These are predominantly older people with constant, unchanging values built up over time. For them, the past is bathed in a warm nostalgic glow. They respect institutions and enjoy acting in traditional roles. Their brand choices are driven by a need for safety and for economy. They choose above all what is familiar to them. In life, their aim is basic; It is to survive.

THE STRUGGLER

Strugglers live for today, and make few plans for tomorrow . Others aften see them as victims, losers and wasters - aimless, disorganised people with few resources apart from their own physical skills. If they get on in life. it will depend more on a winning lottery ticket than anything they do themselves. They are heavy consumers of alcohol and junk food.
Visual Impact and physical sensation are an important element of their brand choices. In essence , they seek escape.