Theories
Media Studies: Eduqas GCSE, topic 2.9.8
Reception Theory
Stuart Hall’s Reception Theory suggests that audiences read or decode media texts in 3 possible ways.
The preferred reading
- The audience accept all the encoded messages, this is more common when they are part of the target audience.
Negotiated reading
- Some of the intended meanings are decoded as hoped for but some elements are disagreed with.
Oppositional reading
- The intend meaning is rejected and the audience takes a completely different one.
- This can happen when they are not part of the target audience.
- This can lead to things such as complaints to the Independent Press Standards Organisation (IPSO) about content or accuracy.
Uses and Gratifications Theory
Blumler and Katz’s theory can be considered in relation to newspapers. Some newspapers may fulfil just one of the following needs below, but some are likely to fulfil several simultaneously.
Information
- Some media products are used to find out information about the world.
- E.g. newspapers may provide information about the world that audiences may find beneficial.
Personal identity
- Often we can identify with characters or situations we experience through the media.
- Media producers try and use this to attract audiences.
- Some newspapers try and instil or reinforce a sense of national identity or pride through their content and approach.
Social interaction
- Some media products can generate a discussion and debate and can help people form common bonds based on similar interests.
Entertainment/Diversion
- Some media products provide a sort of escapism from everyday life and divert our attention away from real life issues.
- E.g. the gossip/entertainment section of a tabloid.
Test yourself on Theories
What does IPSO stand for?
What type of audience reading might lead to complaints to the Independent Press Standards Organisation (IPSO) about content or accuracy?
According to Uses and Gratifications Theory, what kind of need is met by the gossip/entertainment section of a tabloid?
Who's theory is Uses and Gratifications Theory?