Uses and Gratifications Approach Audience members are individually in charge of their own uses of and exposure to media. Professors Mark Levy and Sven Windal explain that “audience activity” suggests that individuals are motivated by their own needs and goals to use the media and that active participation influences the gratifications (rewards) and effects (influences) associated with exposure (as cited in Baran & Davis, 2009). So, individuals decide their use of media content based on the purpose it will serve them. The uses-and-gratifications (U&G) approach provides structure “for understanding when and how different media consumers become
Research in social psychology has highlighted many variables that can influence how people interpret their social environment, including attitudes (Fazio, Roskos-Ewoldsen, and Powell, 1994), social norms (Cialdini and Trost, 1998), and accessible constructs (Higgins, 1996). So the idea that various psychological and sociological factors influence how people understand their social environment is well-established. However, cultivation theory maintains that TV operates as the primary socializing agent in today’s world (Gerbner, Gross, Morgan, Signorielli, and Shanahan, 2002). In other words, the culture that people learn is influenced heavily by the culture portrayed on TV. This is especially so for heavy viewers of TV.
This essay is going to explore this topic in more detail. (Cultural Imperialism. 2012) Cultivation Theory views television as society’s storyteller. It tells the largest number of the stories to a lot of people almost all of the time. These stories portray broad, underlying, universal assumptions about the ways of life rather than specific attitudes and opinions.
This culture is a mix of the ideology of the economically and ideologically dominant and those resources embedded in dominant culture which ordinary people used in everyday life to erode, subvert, or refashion hegemonic culture to their own needs. Thus Fiske shifts analysis from production to consumption. Fiske argues that the media audience is made up of diverse groups who actively read media to produce meanings that agree with their social experience. The television, and other media, text is capable of a variety of meanings, and is, in Fiske’s word, “polysemic.” The relationships between the television medium and content that comprise these polysemic messages are formed by three codes. First are the social codes of reality, including appearance, speech, and expression.
CULTIVATION: A person’s life can be within a parallel world such as reality. This life impacts a person’s overall understanding of anything external of their own agenda. Cultivation proposes over time, television viewers develop views of the world around them mirrored to what they watch on television. Television produces design programs to be relatable to everyday life, so that real world events can become in resonance with the distorted image of reality depicted on television. Recurring themes of isolation, depression cycle through our television channels, with more and more people feeling these emotions craving stability and a sense of relating to a fictional character her conveniently shows us for theory sessions whenever you sit on the couch.
Local government, psychologists, and producer businesses need to work together in order to come up with a advertisement plan to lower consumerism. It consumes our lives, everything from television, internet, to what we eat, and where we live. Though it has seeped into most every part of our lives, many of us aren’t aware of it. Consumerism effects everyone whether it be a positive or negative experience. Its effects extend into our attitudes and self identities with the assistance primarily of advertising.
Strategies to analyse and discuss media message. An awareness of media content as a “text” that provides insight into our contemporary culture and ourselves. The ability to enjoy, understanding and appreciation of media content (Silverbatt, 1995, pp. 2-3). Furthermore media
How do the media represent disabilities? “Media coverage plays a crucial role in educating the public on disability issues” People are influenced by many media sources; these images affect our perceptions in many ways. What we see, hear and read in the media is often decided and influenced by a small group of decision makers. These editors, producers, programmers and budget-controllers are swayed by their own opinions of disability and what they believe will bring in audiences. They output dominant ideologies with which they mould society into obedience, shaping Britain in to a society who mostly agree with their hegemonic superiors.
It is designed towards blind acceptance by the viewer. In this way TV negatively affects the human mind, by limiting the possibilities of conscious choice, and promotes a consumer society. An American research shows that 75% of the people who watch any TV commercial, buy the product, even if it’s unhealthy. Moreover heavy television watching g is likely to affect performance in school, and may even affect children's development. TV watching before the age of 3 can lead to problems in development of the
INTRODUCTION Studying mass media effects on the audience is, perhaps, one area that has frequently attracted the attention of mass communication scholars because of the media’s potentiality to exert certain patterns of behaviour on individual member of the audience. This is buttressed by Donald (1996), as cited in Daramola (2002), saying, “The concept of impact of mass media messages has been and probably, still is, regarded as central and fundamental to social psychology.” Consequently, several mass communication scholars have carried out different but related studies aimed at ascertaining the actual influence of media messages, received through such channels as motion pictures, on the behavioural patterns of the audience and how such patterns of behaviour promote or degenerate acceptable standard of actions, especially among the younger generation in a given society. Motion pictures were, from the early days, presumed to have major impact on children, especially those in their formative years. However, the need to establish the actual kind of effect movies have on children has, therefore, become a great concern to researchers, who, through their works, have tried to investigate the kind of impact