TCOM 204 Lecture Notes - Lecture 16: Hypodermic Needle Model, Reception Theory, Polysemy
29 Nov 2017
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Document Summary
Audience theory most audience theories focus on 2 questions-- How powerful are the media in influencing the ideas and behavior of audience. Primary texts demand close and concentrated attention from audience (films in cinemas) Secondary texts provide background for an audience who do something else at same time (radio and tv shows) Tertiary texts that are consumed by audiences who are almost unaware of engagement (advertising or broadcasting) Stresses power of producers over the media audiences. The power of media organizations are open to abuse - promote political parties. Media are envisioned as hypodermic - media context injected into people accepts thoughts and opinions expressed by media w/o question. Correlation b/t increase of violence on tv and in society. Reception where media messages are mediated by opinionated leaders. Acknowledges communication is a more complex process reception theory (encoding/decoding) Texts have preferred meaning - encode and decode. Media messages are polysemic - contain numerous possible interpretations.
