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How do audiences read media texts

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Jenny McNulty
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The passive VS active audience debate How do audiences read media texts?
What we will be exploring… ,[object Object],[object Object],[object Object],[object Object]
The Passive Audience Idea ,[object Object],[object Object],[object Object],[object Object],[object Object]
The ‘Hypodermic Needle’ Effect (or ‘Silver Bullet’ approach) ,[object Object],[object Object],[object Object]
Problems With the Effects Theories ,[object Object],[object Object],[object Object]
The Encoding – Decoding Model : Active Audience Theory (1980) ,[object Object],[object Object],[object Object]
The Encoding – Decoding Model ,[object Object],The audience DECODE the Messages – an active process – they think!
Hall’s Encoding – Decoding model ,[object Object]
The encoding –decoding model ,[object Object],[object Object],[object Object],[object Object]
Hall’s Reception Theory ,[object Object],[object Object],[object Object]
Hall’s Reception Theory ,[object Object],[object Object],[object Object],[object Object],[object Object]
Stuart Hall’s Reception Theory ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Spectator , Audience, Response (Patrick Philips 2000) ,[object Object]
So…the media does not effect us at all?
The Uses and Gratifications Theory Blumler, McQuail and Brown (1983) ,[object Object]
Two-step Flow Theory (Katz and Lazarsfield 1955) ,[object Object]
The Pick n Mix Approach to Audience (David Gauntlett) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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How do audiences read media texts

  • 1. The passive VS active audience debate How do audiences read media texts?
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  • 15. So…the media does not effect us at all?
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