Tag: active
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The reception analysis model of audience effects
Reception analysis model states there three main types of ‘reading’ which audiences make of media content: The dominant reading: which is the same as the media content creators. The oppositional reading: which opposes the views expressed in the media The Negotiated reading: where people interpret media content to fit in with their own lives. The…
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The selective filter model of audience effects
The selective filter model of audience effects (Klapper 1960) holds that media messages pass through three filters before they have an effect. This is an active audience model which suggests that the audience do not just passively accept what they see in the media as ‘the truth’, as the hypodermic syringe model suggests. According to…
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The uses and gratifications model of audience effects
The uses and gratification model states that audiences are active users of media content and that they use the media to fulfill four main types of need. Diversion People use media to escape from their daily routines. In some cases media usage may make up for lack of satisfaction in work or personal life. Personal…
