Upgrade to remove ads
Only $2.99/month

Mass comm theory ch 9

Terms in this set (9)

Uses and Gratifications
Approach to media study focusing on the uses to which people put media and the gratifications they seek from those uses
Why we use USES and GRATIFICATION
Measure direct effects of media
Bulmer's 4 forms of audience activity
1. Utility
2. Intentionality
3. Selectivity
4. Imperviousness to influence
Assumptions of Uses and Gratifications
-Audience is active, media use is goal-oriented
-Gratifications linked to specific medium choice rests with audience
-Media compete with other resources for need satisfaction
-People have self-awareness of their media use, interests, and motives, and can provide an accurate picture of that use
-Value judgments of media can only be assessed by audience
Feminist Reception Studies
Janice Radway, studied female book preferences (reading the romance)
Social Origins of Needs (social situations)
- can produce tension and conflicts (leads to pressure for media consumption for easement)
- can create awareness of problems that demand attention
- can impoverish real life opportunities to satisfy certain needs (media serves as substitute)
- can elicit specific values (find affirmation and reinforcement in media)
- provide expectations of familiarity with media (must be met to sustain membership)
Preferred/Dominant Reading
In reception studies the producer-intended meaning of a piece of content; assumed to reinforce the status quo.
Negotiated Meaning/Reading
When an audience member creates a personally meaningful interpretation of content that differs from the preferred reading in important ways
Oppositional decoding
In critical theory, when an audience member develops interpretations of content that are in direct opposition to a dominant reading.
THIS SET IS OFTEN IN FOLDERS WITH...