- This suggests that media effects can culminate and build up slowly over a long period of time.
- Our beliefs and ideologies are built up throughout our lives/ handed down to us from previous generations.
- Prolonged exposure to certain ideas can result in changed behaviour
- Suggests we have a set of existing beliefs and the media reinforced those ideologies.
Reception Theory: Stuart Hall 1980
- Media messages have a range of possible meanings.
Encoding: Originator has a point they want to get across
Decoding: Audience viewing the advert will decode the message in a variety of ways.
Hall's 3 Readings
Dominant Reading : Agree and receive the message the producer wanted.
Negotiated Reading : Audience accepts but also resists the message.
Oppositional : Completely reject the message.
Relative Autonomy - One sense I am free to make my own choices based on my lifestyle.
On the other hand I am bombarded by adverts and may find the ultimately more
difficult to resist.
Web 2.0: David Gauntlett
- Web 2.0 is the second stage of the internet. Characterised especially by the change from static web pages to dynamic or user generated content.
Prosumer : Both consumers and producers of media texts.
Web 2.0 in trailers :
- Hashtags
- Links to Websites
- Links to ticket sales
- Links to social media pages
Responses to Web 2.0
David Buckingham
- Celebrates the power of active users'. It ignores structures that shape those powers.
Andrew Keen
- 'Cult of amateurs' believes that it devalues the professionals.
- Removes Gate-keeps. Talent and expertise are devalued in favour of those who shout the loudest.
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