Reception theory

Given that the effects model and the uses and gratifications have their problems and limitations a different approach to audiences was developed by the academic Stuart Hall at Birmingham university in the 1970's.

This considered how texts were encoded with meaning by producers and then decoded (understood) by audience.

The theory suggests that: When a producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audience.

In some instances audiences will correctly decode the message or meaning and understand what the producer was trying to say.

In some instances the audience will either reject or fail to correctly understand the message.

Stuart Hall identified three types of audience reading (or decoding) of the text:
1.) Dominant or preferred
2.) Negotiated
3.) Oppositional

1.) Dominant- Where the audience decodes te messages as the producer wants them to do and broadly agrees with it e.g. watching a political speech and agreeing with it.

2.) Negotiated- Where the audience accepts/rejects or refines elements of the text in light of previously held views .e.g neither agreeing or diagreeing with the polotical speech or being disinterested.

3.) Oppositional- Where the dominanat meaning is recognised but rejected for cultural, polotical or video logical reasons e.g. total rejection of the polotical speech and active opposition.

Audience decodes meaning/message: producer-dominant.
encodes-negotiated
meaning-oppositional

Planning

We have begun to fill in our planning sheets and when we have completed them we can begin the filming of our music video.

Planning

We have begun to fill in our planning sheets and when we have completed them we can begin the filming of our music video.

The uses and gratifications model

The audience are in control and consumption of the media helps people with issues such as: learning, emotional satisfaction, relaxation, help with issues of personal identity, help with issues of social identity and help with issues and aggression and violence.

Filming

We will complete all planning work that needs to be done and we will begin filming by the end of next week but we hope to be filming by tuesday at the earliest.

The uses and gratifications model

The uses and gratifications model explains how the audience are in control of the media they consumer rather than it being the other way round . The audience are known as active and not passive because they are choosing to watch the media and the majority of the audiences that consume violent/disturbing texts don't copy what they have seen.

Uses and gratifications model

It is still unclear that there is any link between the consumption of violent media texts and violent imitative behaviour. This is flawed becuase man ypeople do watch violent texts but do not repeat the actions they see. Due to this reason a new theory was needed known as the uses and gratifications model.

Key evidence for the effects model

The BOBO DOLL experiment- The BOBO DOLL experimnet was apparently proved that children copy violent behaviour. The experiment was conducted by Alburt Bandura and in the experiment the children watched a video where an adult violently attacked a toy bobo doll. The children were then taaken to a room where they were not permitted to touch an yof the toys. The children were then taken to another room with bobo dolls and 80% of the children in the experiment imitated the violence they saw in the video. 8 months after the experiment 40% of the children repeated the same violence. There were many flaws with the experiment and its was found not to be correct.

The effects model

Key examples sited as causing or being contributory factors are:

The film child's play 3 in the murder of james Bulger in 1993.

The game manhunt in the murder of Stefan Pakeerah in 2004 by his friend Warren LeBlanc.

The film a clockwork orange (1971) in a number of rapes and violent attacks.

The film Severance (2006) in the murder of Simon everitt.

In each case there was a media and political outcry for the texts to be banned.

In some cases laws were, changed, films banned, and newspapers demanded the burning of films.

Subsequently, in each case it was found that no case could be proven to demonstrate a link between the text and the violent acts.

The effects model contributes to moral panics whereby: the media produce inactivity, make us into students who don't pass our exams or couch potatoes who make no effort to get a job.

The media produces violent copycat behavior or mindless shopping in response to advertisements.

Group

Our group now only has 3 members as one of the members has left school. Martyn, Jake and me are the members that are left.

Music video

Music video

Music video

This the music video for kanye west good life.

Group meeting

We are going to have a group meeting and brainstorm our ideas on where to film and who will be in the video.

The effects model

The effects model- The consumption of media texts has an effect or influence upon the audience. It is normally considered that this effect is negative. Audiences are passive and powerless to prevent the influence. The power lies with the message of the text.

Group meeting

We will decide today what location we will choose to film our music video.