Copy of Audience

uses of gratification theory

The “Uses & Gratifications” theory of audience suggests,

unlike the hypodermic needle model, that the audience

determines what to do with the media rather than the media simply influencing the audience directly.

1 - personal identity - we may watch the television

in order to look for models for our behavior. So, for example, we may identify with characters that we see in a soap.

2 - surveillance - Information gathering we want to find out about society and the world- we want to satisfy our

curiosity. This would fit news and documentaries which both give us a sense that we are learning about the world.

3 - entertainment - sometimes we simply use the media for enjoyment, relaxation or just to fill time.

4 - personal relationships - Social Interaction

and Integration - we use the media in order to

find out more about

the circumstances of other people.

Passive

and

Active Audience

Passive - they accept what

they see in the media. The media controls the message. The idea of the passive audience is the hypodermic needle model.

Active - the audience is open

to judge the media and come up

with their own opinions

and arguments.

David Morley found that there were 3 ways to read a text

1 - a preferred reading is the reading which the media producers want the audience to receive.

2 - a negotiated reading is one where the audience accepts the meaning the media producers intend for the text but it changes some of the intentions of the text to suit its own position.

3 - an oppositional reading is one where the audience reject the preferred reading of the text and interpret text in a different way.

Audience theory

audience theory

Content of the text - is it suitable/appropriate for the audience?

Style of presentation - is it attractive to the audience and will the content be understood by them?