theory lesson 09th/May

- Maslo

- mcQuail +Katz

- effects model

- Mode of address

Maslo:

An audience question is not simple

- What you learnt from feed back

- Who watched it

- Whether people liked it

Hierarchy of needs why we use media texts

McQuail + Katz uses and gratification

- Information – learn about wider world

- Identity – create a sense of self

§ Celebrity driven

- Social interaction – how to fit into society à possibly negative

· (You could always challenge)

- Diversion – entertainment

Next theory

Entertain is the primary function because:
Music videos are primarily to promote an artist or ban. It should not be seen as an advert

Active audience theory

- Preferred/ dominant reading – what the producer wanted the audience to think e.g. McDonald’s burgers

- Oppositional reading – what counter views did e.g. McDonald’s are not healthy

- Negotiated reading – it is a bit of both (preferred and oppositional) e.g. we know McDonald’s are not healthy but we eat them because they are nice

Mode of address

Part of active audience model.

The way a text “speaks” to you

Elements within a text which appeal to an audience, you have to have created a specific target audience

1.

Ethnographic audience theory

a) Focus on domestic context of reception

a. YouTube (phone/PC/laptop) (wi-fi/internet)

i. Phone – smaller screen, sound quality – send forward link to friend

b. Music TV (TV, digital TV) to afford this they may be mid class

i. Specific channels for specific styles – reduces the chance of oppositional reading

b) Cultural competence of the audience (could create oppositional readings)

a. the more informed the more critical

c) Technology

a. “information rich” lots and lots of sources

b. “Information poor” not many sources

Using audience theory analyse your text

- Introduction à specify the one media text you are analysing, who you thought your target audience was

- Pont 1 – uses + gratification of your chosen text (McQuail + Katz) – why and how

- Point 2 – dominant, oppositional, negotiated (include mode of address in these examples)

- Point 3 – ethnographic

- Conclusion – how successful was your text?