Theories in Audience Research

Theories in Audience Research Communication as a complex process which is text have both an explicit and an implicit agenda. (Ruddock, 2001). According to Ruddock, persuasion is achieved not only through information but also through controlling how people make sense of information as nowadays mass media were persuasive on so far as they offered audiences seductive ‘knowledge positions’ that made sense of a chaotic world. (Ruddock, 2001, p.222). Stuart Hall argue that messages have a complex structure of dominance because at each stage they are, imprinted by institutional power relations. (Hall, 1980). Furthermore, in a particular stages a message only can be received at recognizable or appropriate stage where the message is to be used or understood at least somewhat against the grain. (Hall, 1980). This means that power relations at the point to production, will loosely fit those at the point of consumption. (Hall, 1980). In this way, the communication circuit is also a circuit which reproduces a pattern of domination. (Hall, 1980). Hall theory is ideological only and media is powerful when audiences encode from it. There are three challenges of encoding and decoding, Hall argued that (i) meaning is not simply fixed or determined by the sender (ii) the message is never transparent (iii) the audience is not a passive recipient of meaning. (Hall 1973). According to Hall, encoding and decoding is conventional model of communication to be found within mass communications research. This model moves in a linear fashion from the ‘sender’ through the ‘message’ to the ‘receiver’. (RED: 253). According to this model, the sender creates the message and fixes its meaning, which can only be transparently when communicated to the recipient. Hall theory on communication process is system can distort message which receiver might not getting the message they want to or expect (RED: 253). On the other hand, Hall are more on interested on the different way audiences generate and react from the message rather than discover the meaning. (RED: 253). The example implies in Hall t heory are the sender of information will never will be perceived by the target audience in the way they expect because of the chain of discourse. Furthermore, when we recognize that these circumstances will result in messages being imprinted by institutional power-relations as they pass through these stages which we will realize that a message cannot be transparent, because there can be no ‘raw’ presentation of any information. (Hall, 1973). Besides, this reasons also extend to the moment of consumption and distribution which is Uses and Gratification the theory states that consumers are not a passive audience but an active recipients of meaning. (Hall, 1973). On the other hand, the decoding of messages is a complex process which making sense by audience and it will shaped by the imprints of reception, social and economic relations and structures of understanding before any kind of practice or consciousness can be happen. (Hall, 1973). Besides, consumers are for both wh ich is receivers and as a source to understanding of a message. The description as a ’lack of fit’ between the ‘encoders’ as producers and ‘decoders’ as a consumers is an unpredictability because of the codes offered by mass media through conveyed messages to receiver can be interpreted in three ways which is through a dominant reading where the receiver accepts and reproduces the code. (Hall, 1973). For a negotiated reading, normally the code is accepted but partly only shared thus an oppositional reading is the receiver understands the reading but rejects the code. (Hall, 1973). According to Hall notes, â€Å"hierarchically organized into dominant or preferred meanings† (p. 513), some knowledge become institutionalized because there is a preferred reading that is imprinted by a social order (institutional/political/ideological). (Hall, 1973). He argues that although we have polysemy, or multiple meanings, we do not have pluralism. Thi s will result in some messages from the media becoming commonsense constructs, as we enforce certain semantic domains and† rule items into and out of their appropriate meaning-sets† (p. 514). When consumers are faced with messages, and make sense of them within the hegemony of dominant code, they will reproduce already dominant definitions. (Hall, 1973). Hall were insert a semiotic paradigm into a social framework which to clearing the way for both which is textualist and ethnographic work. (Hall, 1973). Hall’s essay has been important to the study of media which is fieldwork like David Morley. He has proceeded model has been criticized for his model which is sender, message and receiver. (Agosto de, 2006) According to Agosto, it is a concentration on the level of message exchange and for the absence of a structured conception of the different moments as a complex structure of relations. (Agosto de, 2006). On Halls theory, his has own militant, position, where he insists that the ‘preferred reading’ is undoubtedly a property of the text which means can be identified on the analysis itself. (Hall 1994). In my opinion, if Hall is right on the textual analysis there are still has many important place in audience work rather than many subsequent scholars have recognized it. However, we cannot deny that textual analysis by dissolving the text into its readings or contextual uses, the question still remains as to the nature of the text that we should analyze. (Agosto de, 2006) At one time, under the influence of structuralist theories of language and meaning (de Saussure 1974; Hall 1981) it seemed obvious that content analysis could be of little help, because of the way in which it disaggregates texts into their atomized constituent parts and according to structuralism to gives them their meanings. (Agosto de, 2006) Besides, as we know from many studies of viewing practices peop le from the whole actually do not consume whole texts on television even though they still do in cinema. (Agosto de, 2006) In plus, in the age of the remote control device, they watch cannibalized schedules of their own construction, as they jump from one bit of programming to another which the structural relations within any one programme will be irrelevant, except in that particular sub-category of viewing in which people will sit down and watch the their favourite programmes. (Agosto de, 2006). Acoording to David Morley’s research involving Nationwide has become an important study when concerning audiences. Morley outlined three hypothetical position which the reader might occupy dominant reading whereas the reader shares the programmes ‘code’ Code means systems of values, attitudes, beliefs and assumptions and fully accepts by the programmes as to be ‘preferred reading’ Furthermore, negotiated reading is the reader partially shares the programmes code and its preferred reading, however they modify it which reflects their position and interest. (Hall, 1973). Oppositional reading is where the reader does not share the programme’s code and completely rejects the preferred reading, which brings an alternative frame of interpretation. (Hall, 1973). A further, fundamental problem about matters of interpretation is raised by Condit (1989) and Caragee (1990) who both argue that many audience scholars have exaggerated the extent of the polyse my of meanings of media texts and ignored the limits placed by texts themselves on the process of interpretation. (Agosto de, 2006). Their argument that most texts have meanings which are perfectly clear to the majority of their readers who only differ in their evaluation of them, takes us back to another unresolved issue raised long ago by John Corner (1981). This concerns the need to disentangle the elements of comprehension and evaluation which are intertwined in the Encoding or Decoding model. This takes into deep water, as Hall`s original (1973) argument was that, in any society characterized by significant cultural divisions, and thus a `systematically distorted` system of communication (Habermas 1970) the elements of comprehension and evaluation will inevitably be intertwined with some kinds of interpretations dismissed by more powerful others as merely `misunderstandings`. (Agosto de, 2006) The unresolved difficulty here is that the price of analytical clarity, if we attem pt to too neatly divide matters of interpretation and evaluation, may be to disassemble the empirical conjunction of these issues and thus to evacuate from the model the very questions of cultural power which it was designed to address (Hall, 1973). Yet further important questions remain about the status of another of the model’s central categories that of the `oppositional reading`. It may well be that the original model, in its search for overtly political forms of opposition to the culturally dominant order, overvalues ‘oppositional’ rather than ‘negotiated’ decodings. (Agosto de, 2006) Moreover, it is by no means clear that an audience’s refusal to even engage with a text sufficiently to make any decoding of it and it irrelevance to their concerns which is the position of many people in the UK, in relation to much of contemporary news and current affairs programming is less of an oppositional reading than one which is at least sufficiently engaged by a text to bother to `disagree` with it. (Agosto de, 2006). As Dominique Pasquier (2003) argues, the ‘indifferent audience’ may be one of the key issues for contemporary audience research. (Agosto de, 2006) Sociologist David Morley argues that ‘members of a given subculture will tend to share a cultural orientation towards decoding messages in particular ways. (Agosto de, 2006) Their individual â€Å"readings† of messages will be framed by shared cultural formations and practices’. In conclusion Morley claims that an individual’s ‘decoding’ of TV programmed are not reduced to a direct consequence of social class position. (Agosto de, 2006). It is always a question of how social position, as it articulated through particular discourses, produces specific kind of readings or decoding. (Agosto de, 2006) These readings can be seen to be patterned by the way in which the structure of access to different discourses is determined by social position’ (Agosto de, 2006) Therefore, the meaning of text will be constructed differently according to the discourses brought by the reader. (Agosto de, 2006) Fiskes Theory suggests that people naturally categorized events that take place in their reality in reference to texts they have experienced in the past which means he is suggesting we all create a context for what we are seeing through intertextual referencing. (Fiske, 1992). People tend to believe that genre is based on real life, however, the human mind tends to give real life events context and genre based on those created in texts. This can apply to generally speaking, any genre. For example, the horror film, when something super natural takes place in real life people may relate it to a text based on ghosts if an object might randomly fall off a shelf in a supposedly haunted location on a ghost walk, people will witness this in reference to things they have seen in the exorcist or other such films. (Agosto de, 2006). According to Marxism Theory is a ‘simple idea is that the policy process, far from being a rational weighing up of alternatives, is driven by powerful socio-economic forces that set the agenda, structure decision makers choices, constraints implementation and ensure that the interests of the most powerful (or of the system as a whole) determines the outputs and the outcomes of the political system. (John, 1992). According to Barry the state’s function is to protect and reproduce capitalism. Public policies thus reflect the role of the state in trying to regulate the economy and ensure social and political stability. (Barry, n.d.).In other words, the state formulates and implementation policy to reflects the interests of capitalism and the capitalist or the ruling class. (Barry, n.d.). The control over ideas through media and process of socialization on more generally, such as education. This is no dominant ideology compared to Hall theory which is system can be distort. Marxist is a capitalist mode of production and it is concentrated of nature power which is critical and it is overthrow the system. (Barry, n.d). Bibliography Barker, M. (2003) ‘I have seen the future and it is not here yet.’ Paper to ARSRP conference Ruddock, Andy (2001) Understanding Audiences: Theory and Method, Sage: London. Fiske, J (1987). Active Audiences. In Television Culture (pp.62-68). London: Routledge. Morley, D. (2006). Unanswered questions in audience research [Electronic Version]. The communication Review, 9(2), 101-121. Peter John, (1992). Analyzing Public Policy 1999. P.92.

Celebrity Culture Essay

Celebrity culture is recognized today as the popularization of certain individuals that have characteristics which may or may not be authentic, but society views as exceptional. Today’s stars do not really need to have an admirable talent or virtue to be known throughout the world. These idols are now able to gain worldwide coverage through common celebrity magazines and accepted television shows due to self-promotion or unethical behaviour. The celebrity culture always has and always will have an impact and influence on society. Celebrities are constantly in the media and have become role models for adolescents and teenagers. The adolescent minds in the current generation is becoming more deviated from picturing the world as a whole and is more focused on their own â€Å"bubbles† where anything in that bubble must directly relate and affect them. The most noticeable impact is on their views towards beauty, sexualisation or sexual development, and health. Beauty, in a typical teenager vocabulary, has been narrowly transformed into a young, symmetrical, skin-and-bone, tanned woman or man swishing back and forth their gorgeous hair and smiling their perfect teeth. Commercials featuring these celebrities give an impression of â€Å"if you want life and happiness† be like me and buy these products. Teens are misunderstanding that they are more than the sum of their possessions and salaries, more than the sum of their appearance and image, and more than the sum of their achievements and failures because of what they are seeing and everyone else is seeing through the media. More and more of teenagers are being affected by the sexualisation of girls according to mental health experts. A research on analyzing the effects of virtually every form of media from music lyrics to video games showed an effect that young girls are succumbing to the pressure of sexualisation by posting naked pictures of themselves on the internet or allowing boyfriends to take nude photos of them. Furthermore, casual celebrity sex appears to be the norm amongst the youth. As a result of an over-sexed society, young girls can be found with self-image and emotional problems like anxiety and shame, and lack of confidence in and comfort with her own body. Sexualisation of girls has negative consequences on girls’ ability to develop a healthy sexual self-image, research suggests. Celebrities do not only have a negative impact on the personalities and looks of fans, but also in their health. There have been cases where fame has been used positively and to send out a good message but there have been other instances in which celebrities have put out a bad image. For example, the appeal of drug and alcohol abuse has increased and so have images of intoxicated celebrities in magazines and television. Celebrities have glamorized smoking in the media and are setting an example for people everywhere that it is acceptable to smoke. Stars should make it an ambition to refrain from using drugs and drinking excessive amounts of liquor because it sends a message to supporters that a life of drugs and alcohol is a satisfactory way to live. Celebrities need to change the way they act and how they are viewed. Their actions have more of an effect on us then many people believe they have. Thin, compulsive celebrities are changing the way many young teenagers think and act. Celebrities need to change these unpleasant habits now and realize that they need to be more concerned with themselves and with their portrayal in the media. Unfortunately, the power of who becomes famous and what images are presented is completely in the hands of the media.

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Dangers Benefits of Social Networking - 942 Words

The Dangers and Benefits of Social Networking The Do s and Dont s: Social Networking Dangers * Adults use the sites * Innapropriate language, nudity, alcohol use, sexually provocative images, etc. * Predators use it to gather information * No real method of age verification * Some social networking services allow people to view profiles without logging on Social Networking Do s * Set profiles to private * Read saftey tips on ALL SN websites * Disscuss online privacy Social Networking Don ts * No addresses, phone numbers, or other identifiable information * Once posted online....it is there to stay * Don t add people you don t know as friends! You don t know if†¦show more content†¦* What makes social network sites unique is not that they allow individuals to meet strangers, but rather that they enable users to articulate and make visible their social networks. This can result in connections between individuals that would not otherwise be made, but that is often not the goal, and these meetings are frequently between latent ties (Haythornthwaite, 2005) who share some offline connection. On many of the large SNSs, participants are not necessarily networking or looking to meet new people; instead, they are primarily communicating with people who are already a part of their extended social network. To emphasize this articulated social network as a critical organizing feature of these sites, we label them social network sites. * While SNSs have implemented a wide variety of technical features, their backbone consists of visibl e profiles that display an articulated list of Friends1 who are also users of the system. Profiles are unique pages where one can type oneself into being (Sundà ©n, 2003, p. 3). After joining an SNS, an individual is asked to fill out forms containing a series of questions. The profile is generated using the answers to these questions, which typically include descriptors such as age, location, interests, and an about me section. Most sites also encourage users to upload a profile photo. Some sitesShow MoreRelatedOnline Social Networking Dangers and Benefits Essay806 Words   |  4 PagesFor years and years, the internet has been offering a very extensive variety of information, social networking sites, merchandise purchases, online banking and many other services that our grandparents and our great grandparents could only dream of. This doesn’t mean that it’s all good or useful information and sites. Neither does it mean it hasn’t had a huge impact on the way society is changing just because it is a virtual space. â€Å"The internet is home to millions of sites, representing both commerceRead MoreSocial Networking And Its Impact On Society1350 Words   |  6 Pagesusers of social networking, increase the amount of social networking being used each and every day. From January 2008 to January 2014 â€Å"the use of online social networking sites such as Facebook, Instagram, Twitter, LinkedIn, and Pinterest went up from twenty six percent to seventy four percent† (â€Å"Social Networking ProCon.org†). Spending too much time on social networking, causes some of the people to become distracted from their school, work, and their everyday lives. Social networking is a distractionRead MoreSocial Networking in Modern Life778 Words   |  4 PagesSocial Networking in Modern Life Many inventions have come up due to the rapid changing of technology. Social networking is the greatest invention of technology in general and the Internet in particular that has created a new aspect of modern life. Among these social networks, Facebook is the most popular with millions of users all over the world. As these social networking sites become more integrated, they can be not only a positive force but also a negative one in human life. 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What is social media and are these social media and networking sites helpful to the people of America; can these sites be used to enhance or do they intrude in the relationships people have with others, and can they be integrated into their daily lives successfully. As the world becomes more and more technology friendly, the internet has transformed into a place that nearly everyone can go to get away. W ithRead MoreDo the Benefits of Social Networking Outweigh the Risks?1447 Words   |  6 Pagespeople log into social networking sites each day. While this might be just another fact to support the theory that many people are addicted to social media, one might be tempted to wonder if social media sites have any benefits. The risks and dangers commonly associated with social media certainly seem to disregard these. However, upon closer examination of social media and the possible uses of such sites, a more suitable and reasonable statement is that social media do indeed have benefits that outweighRead MoreComputers and Ethics1540 Words   |  7 PagesSocial Networking Danielle Morris Professor Virginia Booth INF 103: Computer Literacy April 16, 2014 Communication is an inevitable occurrence in life and is vital to building and maintaining relationships. Individuals typically interact with family, friends, and colleagues regularly. Previously, landline phones and postal mail were popular methods of communication that individuals and businesses relied on. These venues were used to relay information, engage in transactions, and keep inRead MoreEssay on Social Networking Sites: Beneficial to Society1451 Words   |  6 PagesSocial networking sites are great for society, promoting increased communication and connection between hundreds of millions of people throughout the world. While some people do argue that the dangers of online networking far outweigh the benefits, it is clear that this is not the case; rather it is the other way around. Online social networking can be broadly defined as any website or other type of online communication that allows people to interact with each other. Blogging, or keeping an online