Theories
Media Studies: Eduqas GCSE, topic 4.1.5
Uses and Gratifications Theory
Blumler and Katz’s theory can be considered in relation to TV. Some TV texts 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. news and documentaries 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.
- Producers will also try and use techniques to try and make you identify with the presenters/actors and even aspire to be like them.
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.
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 complaints to OFCOM about content or simply viewers not watching the rest of an series/programme.
Test yourself on Theories
Which reading is most likely when the individual is part of the target audience?
Which reading is most likely when the individual is NOT part of the target audience?