copyright 2007 audience reception theory me1&2

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Audience Reception Theory

ME1&2


The Effects Model

Also known as the hypodermic syringe model.

Theorises about what the media does to its audience.


The Effects Model

Uses terminology such as ‘mass media’ and ‘mass communication’, this emphasises the size.


The Effects Model

This theory implies that the media’s implied meaning is injected into a single mass audience.

This gives the potential for the audience to be duped or taken in.


The Effects Model

Research Task:

Write 500 words detailing Bandura’s Bobo Doll experiment (1963) and critically examine its usefulness in explaining the effects theory.


The Effects Model

Grebner and Gross (1976) Researched audience in the USAStated that the more tv watched, the

viewers had a more fearful attitude to the world outside home.

Blamed programmes such as America’s Most Wanted, real life crime dramas and media exaggeration of events and people such as terrorism.


The Effects Model

Essay

Write a detailed analysis of The Effects Model. You should critically examine the theory using examples that you have researched from the media.


Stuart Hall – Encoding/Decoding

Dominant Reading

Viewer recognises the preferred or offered meaning and broadly agrees with it.



Oppositional Reading

The dominant reading is recognised but rejected for cultural, political or ideological reasons.



Negotiated Reading

The reader accepts, rejects or refines elements of the programme in light of previously held views.



Dominant – ‘flag waving patriot who responds to George Bush’s latest speech’.

Oppositional – ‘the pacifist who understands the speech but rejects it’.

Negotiated – ‘the viewer who agrees with the need for a response to Sept. 11th but doesn’t agree to the military means announced’.

Taken from ‘The Media Student’s Book’

copyright 2007 audience reception theory me1&2

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