Audiences in media. (Key Theories 16/17)

Key Theory 16- George Gerbner- Cultivation Theory.

Cultivation theory- The idea that prolonged and heavy exposure to tv cultivates, as in grows or develops in the audience, a view of the world consistent with the dominant or majority view expounded by television.

Television (and other mass media tools) present a mainstream view of culture, ignoring everything else. In doing so, television distorts reality. Heavy television users are therefore more likely to accept this edited and distorted view of reality.

Issues with the cultivation theory include the fact that not everyone watches excessive amounts of television. while this theory may have been useful in the 1970's, with only three channels, the ridiculous amount of ways we have to accessing media now challenges the idea that any ideology can be mainstream.

Key Theory 17- Stuart Hall- Reception Theory. 

Hall believed that the "right"reading of a text can be enforced by positioning. This concept has to be approached carefully: often texts intentionally have multiple meanings/readings, and of course, as we have discovered, audiences can potentially get whatever they want out of any media text. 

Hall categorised audience response into three separate groups.

these can help us to understand whether or not an audience sticks to the preferred reading, or if they decide to make their own decision as how to decode the text.

The audience agrees with the dominant values in the text, and agree with the values and ideology it shows. 

The audience generally agrees with what they see, but they may disagree with certain aspects. 

The audience completely disagree with what they see, and rejects the dominant reading.

Audiences in media.

Media products are so focused on the audience because the media wouldn't exist if the audience didn't exist. Audience is essential in media studies. We, as consumers, are targeted and positioned according to culture, class, gender and ethnicity.

Primary Audiences- The target audiences for a media product. 

Secondary Audiences- Substantial numbers of viewers/consumers outside of the primary audience.

Psychographic- The classification of people according to attitudes aspirations and other psychological criteria.

1. Aspirers
2. Reformers
3. Explorers
4. Mainstream
5. Strugglers

https://www.youtube.com/watch?v=Fq2CvmgoO7I (Nike)

The dominant reading-

The dominant reading of this advertisement for Nike is that anyone can be great and follow their dreams. It inspires the viewer and makes them believe that no matter what their background is, if they work hard enough and push themselves, they can succeed. 

The negotiated reading-

The advert is really inspirational and well filmed, however, people may disagree that by buying Nike products they can become world famous athletes.

The oppositional reading-

Some people may argue that not everyone has the ability to beat records and this advert is putting pressure on them to be better. These people may feel that they are not good enough to do as well as famous athletes and this advert is making them feel worse.

https://www.youtube.com/watch?v=uwvAgDCOdU4 (Pepsi)

The dominant reading-
The dominant reading is that Pepsi is trying to bring peace and a sense of togetherness to the black lives matter march.

The negotiated reading-
Some might say that using a supermodel in an advert featuring a black lives matter march might not be a good idea but because she has such a big following it will draw al lot of attention tothe advertisement.

The oppositional reading-

Pepsi is trying to say that the problems with segregation can be solved with a can of Pepsi, making it seem unimportant.