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Report Task 1
Report Task 1
Media Theories
In this report, I will be talking about the positive and negative effects of
the four different media theories. However, before I begin, it is important
to understand what a media text is and what it is used for in terms of
target audience.
A media text is any product that we wish to examine, this could range
from a television show, a book, magazine or poster ect. Us an audience,
we should understand the denotative meaning behind any media text, if
you watch a Scooby doo, we know that it is a cartoon primarily made for
children around 10 years old. Anyone who chooses to examine a media
text, is a member of audience, whether thats from reading a book or
watching a movie. It may sound straightforward but many, media texts
can be deconstructed and there are many theories as to why texts are
made to suit a certain audience and why not. Media texts are designed to
produce audiences, which are then sold to advertisers.
Some theories have questioned whether the actual audience is the same
as the intended audience. For example, Starwars was originally intended
for a young audience, but in actual fact, their prime audience are adults.
This is term commonly known as media decoding, in which different
audiences have different reactions to the same text because of age,
gender, social class, ethic group, and lifestyle ect. A media text may seem
like it gains the same reaction from everyone, but other audiences may
examine the text and have a different reaction from the creators intended
meaning.
Hypodermic Needle
The hypodermic needle theory, commonly known as the as the magic
bullet theory implies that mass media texts have a direct, powerful and
immediate effect on its audiences. Several factors have contributed to this
theory for example, in the 1940s and 50s there was a fast rise and
popularization with tv and radio. I think because it was a new thing for the
world, we as a union were easily lead to believe what was true and if it
impacted one person, it was going to impact the rest. This was also round
the time people were advertising their beliefs about propaganda, through
the emergence of the persuasion industries.
The Hypodermic needle theory suggests that mass media could influence
a great amount of people by injecting or shooting them with particular
messages designed to trigger a certain response. Expressing the view that
media is a dangerous means of communicating an idea to the viewer
because the audience are seen as powerless to resist the power of impact.
This in turn, encourages the idea that people end up thinking what they
are told because there is no other source of information.
An example of the hypodermic needle was in 1938, the radio
dramatization of the science fiction novel war of the worlds by HG Wells
was performed like a contemporary new broadcast, a technique that
hadnt yet been used. It was full of dramatic effects, which were used to
heighten realism. However, it was accounted that every 40 minutes some
listeners actually believed that it was in fact real account of an invasion
from Mars, heading to the roads, hid in their homes, and loaded their
weapons in an attempt to hide themselves from the supposed immanent
attack.
This theory, although effected masses of people, also had some strengths
and weaknesses. Some strengths are the idea that it reaches to so many
people, it is considered an effective and reliable way of seeing trends. The
effect studies often involve a large amount of participants and sometimes
extend over a long period. However, the theory is considered quite weak
in todays society, nowadays, audiences are much more sophisticated and
educated when it comes to mass media. Too simplistic, changes to
audiences and beliefs are not always observable or easily measured in the
way physics; changes are. Audiences interpret media differently.
Reception Theory
Reception theory is the idea that producers or directors of media texts encode a
hidden message or meaning that they want to convey to the audience. This
could be done through character dialogue or continuity errors within the film by
actions or unusual objects.
A man named Stuart Hall identified three different ways in which hidden
meanings or messages are communicated to the viewer. The first being
dominant, which is when audience want to hear from people or agreeing with
the topic but having limited knowledge on the subject. An example of this are
debates and political speeches on matters such as improvements to NHS or
improving public transport. This is effective because it is what the audience
wants to be told.
The second audience meaning Hall identified was Negotiated. This when the
audience will either agree, disagree or question a media text. For example, a
news broadcast American Fox News has been seen in the past as biased with
their strong support to the Republican party.
The last audience meaning Hall identified was Oppositional. This is when the
audience will recognise the dominant meaning but rejects it due to a cultural or
political opinion. People actively reject a speech from an opposing political party
on any subject. As a result, viewers wont want to hear anything else or any
other message that is being conveyed on them as they have already made their
minds up on the subject.
Despite all the factors involved in a medias reception, reception theory does not
claim that a films meaning is entirely open. There are limits to the potential
meanings and interpretations that can be attached to a media text. Viewers are
constructed by their environment, and this affects and ultimately limits the way
in which they are able to view and understand certain texts.
Bibliography
Your Bibliography: Mediafort.wordpress.com. (2017). active and passive consumption | Media Fort. [online] Available at:
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AS
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Your Bibliography: Universiteit Twente. (2017). Mass Media | Hypodermic Needle Theory. [online] Available at:
2017].
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MEDIA TEXT
Your Bibliography: Medienabc.org. (2017). Media Text. [online] Available at: http://www.medienabc.org/page5/page40/page40.html
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RECEPTION THEORY
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DICTIONARY
Your Bibliography: Encyclopedia.com. (2017). Reception Theory - Dictionary definition of Reception Theory | Encyclopedia.com: FREE
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Your Bibliography: Visual-memory.co.uk. (2017). Uses and Gratifications. [online] Available at: http://visual-
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