3.3.4
Theories
Uses & Gratifications Theory
Uses & Gratifications Theory
Blumler and Katz Uses and Gratifications Theory can be applied to radio as it fulfils a range of audience needs and pleasures.
Entertainment/Diversion
Entertainment/Diversion
- Radio is often played in the background to provide escapism and relaxation and radio is often used to provide information such as news and travel updates.
Personal Identity
Personal Identity
- Radio can be used as a form of companionship.
- People can feel that presenters are speaking directly to them.
- Radio provides a very direct mode of address and is often interactive in nature.
Entertainment
Entertainment
- Radio can be used as simple entertainment.
Reception Theory
Reception Theory
According to Stuart Hall’s Reception Theory, audiences can be both passive and active in terms of their consumption of the media.
Audience positioning
Audience positioning
- Radio by nature has a direct mode of address and attempts to position the listener to take a preferred reading.
- It is important to consider who the target audience is for a radio program and how someone might take an negotiated or oppositional reading of the programme.
Active or passive audiences?
Active or passive audiences?
- Radio is often played in the background, making it a good example of a text that might be passively consumed.
- However it also often encourages interactivity via phone ins and competitions.
- This demonstrate that audiences can be active in their use of the media.
- Radio is therefore a good example of how audiences can be both passive and active in terms of their consumption of the media.
1Overview
1.1Media Language
1.3Representation
2Component 1: Section A
2.1Magazines
2.3Advertising & Marketing
2.4Print Advertisements
2.5Film Posters (Marketing)
2.6Newspapers
2.8The Guardian
3Component 1: Section B
3.1Video Games
3.3Radio
3.4No Time To Die
4Component 2: Section A
4.1Television
4.2Sitcom
5Component 2: Section B
5.1Music Video
5.2Michael Jackson
5.3Taylor Swift
Jump to other topics
1Overview
1.1Media Language
1.3Representation
2Component 1: Section A
2.1Magazines
2.3Advertising & Marketing
2.4Print Advertisements
2.5Film Posters (Marketing)
2.6Newspapers
2.8The Guardian
3Component 1: Section B
3.1Video Games
3.3Radio
3.4No Time To Die
4Component 2: Section A
4.1Television
4.2Sitcom
5Component 2: Section B
5.1Music Video
5.2Michael Jackson
5.3Taylor Swift
Unlock your full potential with GoStudent tutoring
Affordable 1:1 tutoring from the comfort of your home
Tutors are matched to your specific learning needs
30+ school subjects covered