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Media
theories
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� Effects theory
(Hypodermic Syringe,
Innoculation) ± what
the media does toaudiences
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� Uses and
Gratifications ±what audiences
do wi th the
media
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�Reception theory
(Nationwide audienceDallas, Seinfeld, etc)
what audiences do to
the media
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Effects Theories
� Mass media/mass communications make
people powerless to resist messages the
media carries� Consumers are µdrugged¶, µaddicted¶ or
µhypnotised¶
� Effects theories taken up with protection of
young, link between violence and the
media
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Effects Theories
Historical stuff
� Frankfurt School: Marxist German
intellectuals reacting against Nazipropaganda and US advertising ±
suggested the power of big cor porations
and the state to control how we think
� Rise of TV in the 50¶s and 60¶s ± fear of
danger to children
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Effects Theories
Historical Stuff
� Influence of behavioural scientists (think of
Pavlov¶s dogs) ± media may reinforceattitudes through repetition
� Bobo doll experiment (1963) ± Bandura
and Walters ± children imitate adult
treatment of doll seen on film
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Effects Theories
� Moral panics: Concern, hostility,
consensus, disproportionality, volatility
� Two step flow:
Media
Text
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Effects Theories
� Moral panics: Concern, hostility,
consensus, disproportionality, volatility
� Two step flow:
Media
Text
Opinion
Leaders
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Effects Theories
� Moral panics: Concern, hostility,
consensus, disproportionality, volatility
� Two step flow:
Media
Text
Opinion
LeadersMedia
Consumers
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Effects Theories
� Moral panics: Concern, hostility,
consensus, disproportionality, volatility
� Two step flow:
Media
Text
Opinion
LeadersMedia
Consumers
1
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Effects Theories
� Moral panics: Concern, hostility,
consensus, disproportionality, volatility
� Two step flow:
Media
Text
Opinion
LeadersMedia
Consumers
1 2
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Effects Theories
What¶s wrong with effects theories?
� The problems with violence are often
social/psychological not to do with the media
� The media can often be positive rather than
harmful
� Criticism of the media using the effects model is
often politically motivated� There is not real grounding of research and
theor y for this model.
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U&G
� Users of the media use media texts to
satisf y certain needs
� Based on Maslow¶s Hierarchy of needs
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U&G: Denis McQuail (1987)
� Information: finding out about the world; seeking advice;satisf ying curiosity; education; gaining security thoughknowledge
� Personal Identity: reinforcement of personal values;
models of behaviour; identif ying with valued other;gaining insight into oneself
� Integration and Social Interaction: gaining insight intocircumstances of others; identif ying with others; basis for conversation with others; substitute for real lifecompanionship; helping to carr y out social roles;
enabling connection with family friends and society� Entertainment: escapism; diversion; relaxation; cultural
or aesthetic enjoyment; filling time; emotional release;sexual arousal
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U&G: James Lull (1990)
Structural� Env ir onmental: background noise; companionship; entertainment
� R egu lat i ve: keeping time; part of pattern of daily life
Relational
�C o
mmunic at i o
nFaci l i tat i o
n:
experience illustration; common ground;conversation starter; anxiety reduction; agenda for talk; valueclarification
� Aff i l i at i on/ Av oid anc e: physical/ver bal contact/neglect; familysolidarity; family relaxant/conflict reducer; relationship maintenance
� S oci al Lear ni ng : decision making; behaviour modelling; problemsolving; value transmission; legitimization; information dissemination;education
� C ompet enc e/Domi nanc e: role enactment; role reinforcement;substitute role portrayal; intellectual validation; authority exercise;gatekeeping; argument facilitation
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U&G: Richard Kilborn (1992)
� Part of routine and entertaining reward for work
� Launchpad of social and personal interaction
� Fulfilling individual needs ± a way of choosing to
be alone or of enduring enforced loneliness
� Identification or involvement with characters
� Escapist fantasy
� Focus of debate on topical issues
� Kind of critical game involving knowledge of
rules or conventions of the genre
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U&G: Problems
� We may not have choice about what we
watch
� Neglects any aspects of effects theories� Neglects socio-economic factors
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Reception Theor y
� Often as opposite to Effects theories
� Sees media consumption as active not
passive� Suggests media texts are polysemic
� Research examines social, cultural,
economic, gender, sexuality as influenceon the reading of media texts
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Reception Theor y
Active
versus
Passive
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Reception Theor y
Reception Theory
versus
Effects Theory
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Reception Theor y
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Nationwide Audience
David Morley 1980
� Different social/economic groups watchedsame TV programme
� Interviews reveal different readings of
same text
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Nationwide Audience
� Dominant (Hegemonic) reading: reader shares the encoded meanings of the text
� Negotiated reading: reader shares someof the embedded ideologies but not all
� Oppositional (counter-hegemonic)reading: where the reader does not share
the programme¶s code and rejects thepreferred reading
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Nationwide Audience
� Members of the same subculture will tend
to decode texts in similar ways.
�Individual readings of texts will
beframed by shared cultural formations
and practices.
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Reception Theor y
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Watching Dallas
Ien Ang 1985
� Different social/cultural groups watchedsame TV programme
� Interviews reveal different readings of
same text
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Watching Dallas
� Importance is the pleasure derived from
µDallas¶ as entertainment
� Independent of ideas about mass culture
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Watching Dallas
� Readers saw characters as either realistic
or unrealistic
� All saw characters as µgenuine¶� µEmotional Realism¶
� May see the programme as lowbrow but
accept that it is entertaining.
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Reception Theor y
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Leibes and Katz on Dallas
(1984)� International cross cultural groups
watched Dallas
� Retell the stor y� The retelling was shaped by cultural
background although there were similar
patterns amonst all groups
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Reception Theor y
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Watching Seinfeld
Lori Yanish 1995
� Canadian and Dutch viewers¶ reactions to
Seinfeld� Dutch viewers associated American
comedy with low class television
� Media as cultural imperialism
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Reception Theor y
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Madonna
John Fiske 1989
� Does Madonna exploit the music industr y
or does the music industr y exploitMadonna?
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Modes of Address
How a text is constructed to make us feel
that it is specifically aimed at us
The ways in which texts built to appeal to
particular audiences (Skins, any
children¶s programme, The Sun)