100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Previously searched by you
Previously searched by you
logo
Summary FAM1001F Exam Notes: All Content Covered $16.99
Add to cart
Quickly navigate to
Preview
  2.  
  3. University Of Cape Town (UCT)
  4.  
  5. FAM1001F Media and Society

Summary

Summary FAM1001F Exam Notes: All Content Covered
 0 purchase
  • Course
  • FAM1001F Media and Society
  • Institution
  • University Of Cape Town (UCT)

All content covered in this summary Information gathered from textbook, my lecture notes, and these really good notes my tutor gave our class. Those tutor notes are what really makes this not pack effective

Preview 8 out of 45  pages

Document information

  • June 23, 2017
  • 45
  • 2015/2016
  • Summary

Subjects

  • hello

Written for

  • University of Cape Town (UCT)
  • FAM1001F Media and Society
All documents for this subject (1)

Seller

avatar-seller
byrondevin

Reviews received

Content preview

1. Media Texts &
Audiences

,Media Texts
Introduction
Definition
• Include various forms of media content
• Newspaper articles
• TV programmes
• Websites
• Films
• That can be
• Reproduced
• Analysed

Textual Analysis
• Used to understand media texts
• Focuses on various elements of the text
• Form
• Content
• Style
• Structure

,Has many possible meanings
Polysemy
 Media texts are polysemic
o Can have many possible meanings
o Open to multiple interpretations

The Encoding/decoding model of communication
Background
 Developed by Stewart Hall
Idea
 Media texts are decoded and interpreted differently depending on the
reader’s
o Cultural background
o Economic standing
o Personal experiences
Results in 3 ways an audience member could read a text
 Dominant Reading
o Reader fully accepts intended meaning
o Views the text as natural and transparent
 Negotiated Reading
o Reader parially accepts the intended meaning
 Broadly accepts the ideas
 But modifies them to relfect their own
 Position
 Experiences
 Interests
 Oppositional Reading
o Reject the reading
o Because it opposes their social position

,Contexts
Production Context
The people involved in creating the text
 Their beliefs
 Previous work
 Comments on the text
Conditions of production
 Aim of the text
 Financial & political Constraints
 Where it was produced
 Factors influencing the text
o Social
o Political
o Historical

Distribution Context
General Idea that texts
 Exist in a social situation
 Are distributed in a specific context
Space
 Specific media space
o Spaces have different
 Implied readerships
 Watched by a certain culture
 Social agendas/aims
 Example
 Teen glamour magazine VS. adult porn magazine
o Influence of other surrounding texts
 Influences the way people look at the text
 Example
 Watching South Park at home VS. Watching it in a
film review lecture
 Wider social space
o Geographically, where it is being viewed
o The dominant culture in that area
o Example
 Zapiro cartoon criticizing Zuma in Soweto VS. Sandton
Time
 Time of day it is intended to be viewed
o Cartoons when adults are at work
o Internet not influenced by this because its global
 Time in history it was produced
o The ideas and discussions of that time are often reflected
o Something could be bland today
 But pushed the boundaries back then

,Audience Context
 Texts can produce many different meanings
o Because they are different people
 Therefore look for the text’s dominant reading
Reception studies
 Study how audiences view texts by analysing how they
o Actively receive texts
o Consume texts
o Interact with texts
The Inscribed Reader
 A receptive member of the target market the text aims to address
o Gender
o Level of education
o Age
o nationality
The actual reader
 The real people who end up interpreting the text
o Not necessarily the people who the creator intended to address
 How they are studied
o Look at how these people interpret the texts
o Engage with them before and after they read the texts by
 Observing
 Interviewing
 Interacting

,Researching Audiences
Ways of studying audiences
Effect studies
 Look at how audiences are directly affected by the media
o With experiments that
 Media viewed as thins that make the audience vulnerable

Reception studies
 Look at how use and interpret media


Areas of audience research
Quantitative audience research
 Looks at the numbers
o How many people view a program

Qualitative audience research
 Looks at how people respond
o Why they like/dislike a program
 Used in reception studies

,Effect of Media on Audiences
Direct Effects Model
Also called
 Hypodermic Model
 Magic Bullet theory of communication
Idea
 Media produced inject/shoot their intended meaning into audiences
 Audience absorbs messages like a sponge
Consequence
 Media radically affect consumers
 Can be effectively used in propaganda
Assumptions
 Audiences accept the intended meaning
 Media producers & consumers have a predictable & asymmetric
relationship

Reinforcement Model
What it does
 Refines the direct effects model
Idea
 Media and social forces work together
 To influence people
 When the media’s message is also being produced elsewhere in society
o Education
o Family
o Religion
Consequences
 Media most effective when reinforcing existing beliefs
 People ignore and resist info
o If it doesn’t fit into their existing belief system

Cultivation
Idea
 Media has a long-term cumulative effect
 Long-term exposure and persistent exposure needed for media to have an
effect
Consequences
 Media cultivates attitudes and beliefs
 Plays a part in socializing people

Desensitisation
Idea
 Long-term exposure to troubling media images can build a tolerance
Consequence
 Viewers become less sensitive & the images become less troubling
 More likely to view these once troubling things as acceptable

, Ways audiences decode/read texts
Proves polysemy
 Shows there are many ways a text can be interpreted
 Therefore proves polysemy
o The idea that a sign can have many meanings

Preferred reading
 Audiences blindly accept the intended meaning
 Don’t question it

Negotiated reading
 Audiences negotiate with the text’s intended meaning
o Only accept some of what is being presented

Alternative/Oppositional reading
 Audiences completely reject the intended meaning

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller byrondevin. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $16.99. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

65040 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 15 years now

Start selling

Recently viewed by you

Exam (elaborations) ·

(0)

ATI Powdered Medications Q & A’s 2021.

Summary ·

(0)

Samenvatting Product Engineering

Package deal ·

(0)

Zelfstudie semester 1 Europese

Summary ·

(1)

Social Influence Articles Summary

Package deal ·

(0)

Lichamelijke opvoeding kleuter

Summary ·

(0)

Samenvatting Forensic Psychology

Exam (elaborations) ·

(0)

GVPT 331 EXAM 1 Latest Update Graded A

Package deal ·

(0)

Alle HAVO stof NOVA scheikunde

Exam (elaborations) ·

(0)

Psychoanalytic Therapy quiz 2023

$16.99
  • (0)
Add to cart
Added