Friday, November 17, 2006 - homework :

x...ReCePtiOn tHeOrY......ReCePtiOn tHeOrY......ReCePtiOn tHeOrY...x
the reception theory is all about how the media text itself is interpreted by the audience themselves, it focuses on the individuals beliefs and their meaning of the text. It suggests that we decode different meanings depending on our backgrounds. The reception theory tries to understand the differences and thus looks at other factors such as gender and social status and our social context. David Morley refers to the living room, and the routine that one has within their media consumption.
x...eFFeCtS tHeOrY......eFFeCtS tHeOrY......eFFeCtS tHeOrY...x
the effects theory suggests that we as an audience are passive and that value sand ideolgies are easily injected into us. It can also be linked to the hypodermic needle theory where the audience is seen as completely passive and seen to take in anything the media has to offer. The Frakfurt school saw the rise of culture industry.
x...UsEs aNd GrAtiFiCaTiOnS......UsEs aNd GrAtiFiCaTiOnS......UsEs aNd GrAtiFiCaTiOnS...x
this theory states that the individual is active and therefore has a choice over what texts they consume. It also states several reasons for the audience to choose what text they have chosen.
x...pLuRaLiSM......pLuRaLiSM......pLuRaLiSM...x
this theory is where the audience is in control and they can choose what media they want to consume. In this the audience has the freedom of choice to choose what texts they find interesting and most appealing to them. There is no underlying hegemonic message unlike the other theories.
x...SiMiLaRiTiEs aNd DiFFeReNcEs......SiMiLaRiTiEs aNd DiFFeReNcEs...x
UsEs aNd GrAtiFiCaTiOnS theory and the ReCePtiOn tHeOrY both state that the audiencehave a choice in what kind of media text they consume, HoWeVeR the eFFeCtS tHeOrY states somethign totally different, it says that the audeince is made to view certain texts.
UsEs aNd GrAtiFiCaTiOnS theory and the ReCePtiOn tHeOrY both state that the audience is active, on the other hand the eFFeCtS tHeOrY once again states something diffferent, it says that they are passive.
UsEs aNd GrAtiFiCaTiOnS theory looks into why the audience read a certain text whereas the ReCePtiOn tHeOrY looks at how the audience reads the text.
x...wHiCh oNe i BeLiEvE iN tHe mOsT?wHiCh oNe i BeLiEvE iN tHe mOsT?...x
i beleive that the UsEs aNd GrAtiFiCaTiOnS theory is most suitable, as I beleive that the audience to a certain extent does have the power to choose what texts they consume. It assumes the audience is active which I bileive is true as an individual shouldhave a sense of power and freedom. For example some main reasons people view texts is because either they like them, or to pass time. More simply they view them because they want to, hence going back to what was being said before about choice and individuality.
However on the other hand the eFFeCtS tHeOrYstates that moral panics can be arisen in the media very easily and this can be seen for many cases invluding the BiRd fLu. More so the ReCePtiOn tHeOrY can also be very useful as it consists of the theorist David Morley and his beelif in three main types of reading: oPpoSiTioNaL, NeGoTiAtEd and the DoMiNaNt. Overall I feel as if though the individual should have a certain amont of choice when deciding what media they wish to consume!


SHEwasLOVED on 10:04 AM