Reception Theory (Task 2a)

Reception theory is the viewers response to the producers/ directors hidden or encoded meaning in their films Ect. that they are trying to convey to the audience.



Three different types of audience

1) Dominant - When the person or film is telling the audience what they want to hear e.g better heathcare or free money.

2) Negotiated - This is when the audience agrees, disagrees or questions a speech or broadcast because of previously said news or views. E.G  Biased Views

3) Oppositional - When the audience sees the hidden message but rejects it because they don't like it. Nothing will change there mind.


An example of reception theory is an advert "are you ready to be beach body ready". This is giving an impression that everyone has to be skinny for a bikini but also the hidden message is the that you can make yourself ready. This is by showing how people can do it and also showing that it can be done. 

Use and Gratifications Theory (Task 2a)

Is where people active seek out specific media to please themselves or satisfy specific needs. E.G going out to the Cinema going out to watch a movie as well as eating popcorn. 

Other ways to get entertained by different social media. 

 Broad ways of keeping people entertained.  

This theory explains how people use the media for self confidence, pleasure and empowerment. The theory looks at the audience as an active audience it shows how people react to the mass media. It assumes that people or the audience choose what they want to watch. People can watch the media to be informed or educated, the news would be an example of this & documentaries on channels like discovery educated us on certain topics. People can also watch the mass media to be entertained. Another reason is personal identify, this would be looking up to certain characters/ people. This might bring people to use character or people traits like they are on TV. For example actors. Fashion models could affect young woman and how they dress or represent themselves, sometimes this might not be the best image. Integration and Social Interaction can be another reason.  This is the idea that people share the programs they watch this also links with reception theory. Escapism is also another reason. This is where people could escape into another life for example computer games.

Model of the theory -



https://timothyblotz.files.wordpress.com/2013/07/uses-gratifications-social-media-model-1.jpg

 

Passive & Active Consuption (Task 2a)

Passive - Take information from then media and don't question it and take it all in. They accept the facts presented by the media. 

Active audience - Questions what the media says all the time. For example about someone dying they would research it. 

We more have a passive audience but it is more individual basis as people take it how they see it.

http://image.slidesharecdn.com/activepassive-140303110711-phpapp01/95/active-and-passive-audience-theories-17-638.jpg?cb=1393844915