HEJ 231 Lecture Notes - Lecture 3: Media Factory, Engagement Ring, Adbusters

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Journalism week three: Text and Audiences
- How do texts invite a particular response, frameworks of meaning, particular
understanding
oHow ads talk to readers
oHow audiences speak back to the media
- An important aspect of media production is the relationship between the media
and the audience
oThe effects of media on audiences often generates debate and
controversy
oShift of interest away from what the media is doing to us, to what we
are contributing to the media
oAudiences being more active
- Need a sense of the audience
- Makes no sense not to consider the role of the audience, as they are who
determine what is media
- Important not to make assumptions about how audiences will respond to
media
oNo way of knowing for certain
oAvoid generalizations and stereotypes of audiences
oCan infer responses
o‘how media addresses an audience’ ‘intended audiences’ ‘ invites us to
respond in a particular way
- people who make media messages have particular messages in mind; even if
that don’t, every aspect has meaning
- media producers encode, audiences decode these messages
oAudiences have multitude of ways of decoding media
oIn order to make sense of this, these concepts will be considered
Sender:
- real people
- the texts point of origin; the person/people who is sending the media message;
the author
- can be problematic due to it being made by a whole group of people
- usually an ad is created by a team of people
- complicated further because it is hard to determine who the sender actually is
Receiver:
- real people
- example of makeup ad for women: appears in women’s magazine
omen in waiting room could be the receiver
- the actual receiver of the text
Addresser:
- hypothetical people
- ‘position that is constructed by the text’
- ask, who is or what is speaking to us
- not from words; other forms such as eye contact
- anchorage: the written words that control the implications of the ad
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Document Summary

How do texts invite a particular response, frameworks of meaning, particular understanding: how ads talk to readers, how audiences speak back to the media. Makes no sense not to consider the role of the audience, as they are who determine what is media. Media producers encode, audiences decode these messages: audiences have multitude of ways of decoding media, in order to make sense of this, these concepts will be considered. Receiver: real people example of makeup ad for women: appears in women"s magazine: men in waiting room could be the receiver the actual receiver of the text. Often an aspirational figure of the audience: want to be or aspire to be: product is something that can make this happen. Dual mode of address: both persona and product speak to us: coke and taylor swift, connection between the two. When words are separated from the figures in the text, often the product is the addresser.

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