audience research

Transcript

1. A S H L E I G H G R I C E Audience Research
2. Uses and gratification theory The uses and gratifications theory is the idea that an audience member takes an active role in interpreting and integrating a text into their own lives. The audience members are responsible for seeking out media which meets their needs. The approach suggests that audience members use media to fulfil specific gratifications. This means that an audience member may seek out a specific piece of media in order to fulfil their needs.
3. Development of the U&G theory •1940’s- Research began on the subject. •1948- Lasswell introduced the idea that media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals. 1974- Katz, Blumler and Gurevitch realized that many Uses and Gratification studies, to that point in time, were mostly focused on seven areas. 1. The social and psychological origins of 2. needs which generate 3. expectations 4. of mass media or other sources, which lead to 5. differential patterns of media exposure (or engagement in other activities), resulting in 6. need gratifications and 7. other consequences, perhaps mostly unintended ones Therefore, Katz, Blumler and Gurevitch developed the Uses and Gratifications model to better study how and why people were using media for personal satisfaction
4. Hypodermic needle model The hypodermic needle model is the theory that the members of the audience directly receive and wholly accept the media which they are viewing. The model is rooted in 1930s behaviorism and is largely considered obsolete today. It was widely considered that the influence of film, radio and television had a direct effect on an individuals. Factors such as a rapid increase in radio and television popularity and the growth in propaganda all contributed to the ‘great influence’ theory of media communications.
5. The ‘great influence’ theory suggested that large amounts of people could be influenced by the mass media by being ‘shot’ or ‘injected’ by certain messages that would trigger a wanted response. It also suggests that the audience has no control over the media and is powerless to the messages which are shown to them. It made the media audience out to be ‘sitting ducks’ as they had to believe what the media told them as the had no other source of information. This particular theory illuminated the audiences free will as far as the media was involved.
6. Cognitive Needs Some people have a need to view media simply becuase of their thirst for knowledge, however not everyone is the same. Whilst some people will watch quiz shows to build on their knowledge others may turn to the internet to have access to unlimited hours of information which they can had pick to read about.