Theories
Media Studies: Eduqas GCSE, topic 3.4.4
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
- 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
- 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
- Radio can be used as simple entertainment.
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
- 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?
- 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.
Test yourself on Theories
Why is radio a good example of a text that might be passively consumed?