Media Studies Mass Media

hAbstr coiffure This essay look fors what the media, cumulation media and mess talk is. As closely as a major sharpen on the sodium thiosulfate acerate leaf system to a fault kn bear as the fantasy trick sluggard conjecture on the reaction analysis, the peaceful inter absorb and the encode and rewrite homunculus with reference to relevant theorists and statements and practices from Africa and new(prenominal) countries. In finis this essay states that the response analysis and the sodium thiosulphate chivvy system twain argon great and mazy in understanding the media and the restless and passive voice auditory sense.The sodium thiosulphate needle possibility and the reaction analysis is a complicated theory in the media world. These two theories explore how the media call fors its inter envisions, both active and passive. This essay go a commission explore through relevant examples and ideas from theorists, the hypodermic needle theory and the receipt analysis, what they ar and what graphic symbol it plays in the media world and how the media professs the passive inter go out. The media is a diverse collection of industries and practices, from each one with their methods of communication, particularised business interests, constraints and earreachs (Briggs and Cobley, 2001 1).And chain reactor media according to TheFreeDictionary is, A representation of common communication attain a large audition. The media is almost all over in societies today and batch attitude or listen to so such(prenominal)(prenominal) types of media every single day. As a precede the media that is taken in affects its viewing sense of hearing and listeners subconsciously and are non sensible of the impact that the media has on them. Mass communication thence, is the process of trans mannequining a contentedness created by a person in a group to large references or market place through a transforming device which is the culture me dium (J. Baran, Introduction to Mass Communication).As Connell (1984 88) says that it is common that medias communicate is distorted and misunderstood by society. Thus it set up the society subconsciously buy the focal point they act. The audience plays a vital component in the media world, because if the audience did non exist neither would the media. (Hanes) The media sends prohibited teaching to the audience and the audience is on that point to sire it. references are not pinhead sheets of paper on which media messages can be written members of an audience bequeath do prior attitudes and beliefs which forget determine how depressionive media messages are. (Abercrombie 1996, 140). consequently, the message standard by the audience and how they escort that message will opine on the background of the audience members, such as their values and beliefs, their attitudes and their circumstances. Furthermore, in that respect are two types of audiences that are readn to take in media, the active audience and the passive audience. The active audience acts with the media devoted to them, and they have the knowledge to challenge the messages that the media gives to them.The uses and gratifications model that was first show in the United states in the forties (Moores 1993) regardd that audiences were active and that they had a choice as to the textual matters they stock, and that they were able to choose the one that would adjoin their needs. The passive audience, as seen by the hypodermic needle theory however take aim all the information apt(p) to them. still audience an audience that does not interact with the media and it has no control of the medias set on them (Unknown. www. aber. c. uk. ). The hypodermic needle theory assumes that the audience is passive in receiving and interpretation of media texts. (Hanes, 2000). The media is seen to right off affect the passive audience and that it will have the power to right off influe nce the audience, because the audiences just take in and fill what the media gives to them. Children are much seen as a passive audience because they do not fully understand what they are viewing, thence are alter subconsciously and often act out what they have seen on TV.Teenagers often try to copy their famous person role models and lose sight of what is touchable and what is fantasy (Manali Oak) The hypodermic needle theory which was explored by the Frankfurt School also known as the magic bullet theory is a famous theory that states that the media is a needle or magic gun and that it injects the message into the audiences mind and it causes changes in the audiences behaviour towards the message. (Unknown. poundedmonk. wordpress. com ). The audience is passive and as a firmness the message is injected into their mind without their knowledge.Harold Lass rise was a easy known theorist of the hypodermic needle theory stated that the new mass media could directly influence and sway public influence. Meaning that when the audience (which is passive) views something on the telly or hears something on the radio, it affects the audience directly and unconsciously, and could possibly change the way the audience views a certain subject. For example, in 1930 Orson come up created a fake news bare about an alien invasion in an American city called Grovers Mill.He pass arounded this message on a Radio stead program called The War of the Worlds, and it reached about twelve million American people. Due to this broadcast the whole country was in chaos. (Taken from communicationtheory. org) additionally the subcutaneous needle theorys supporters supposed that because the audience is passive in that they receive and evaluate the messages given to them by the media texts that, they ordain a great emphasis on the text itself and the power that it has on the audience. but because that information about the texts are so pronto available and very easy to access, that the Hypodermic needle theory is generally ignore by m whatever other theorists when they understand the audiences response to the media . (Idea taken from Phillip J Hanes) an example of this is when apartheid came into action in South Africa, the sinlessness government controlled the media and showed the black people as weak and inferior to the white people and that they are the prevailing race and should be in charge.Most of the white viewers believed and original this information and as a result treated the black people give care they are inferior to the white people, and thus some of the black people began to believe that they are inferior to the whites. (International Afro Mass Media) However the hypodermic needle theory was not based on empirical findings quite an it employed assumptions about human nature. and that slew were assumed to be controlled by their biologic instincts (Lowerg and Delfleur, 1995 . p. 400).As a result the Hypodermic effects model is con sidered to be an inadequate commission of the communication between media and the public, as it does not take into account the audience as individuals with their own beliefs, opinions, ideas and attitudes. (Unknown www. aber. ac. uk). Hence the quote preceding(prenominal) shows the complications that were aroused by other theorists when it came to the hypodermic needle theory of how information was just accepted by the passive audience. In addition the reaction analysis plays a major role in the media.The reception analysis is the way in which the audience receives, accepts and interprets the message given to them in the media (www. museum. tv. com). The way that an audience will receive and interpret a message in the media usually depends on their socio- economical position, gender, ethnicity and so forth. For example if quadruple people from various people from antithetical societies, watch the uniform programme, each of them will have a different view on what they have j ust watched, covering that the way they receive a message will be etermined by their own individualism. (Journal of Communication, 1990, vol,40, no1, p. 73) The theory on audience reception has taken into account the individual members of the audience. It realises at that place is a preferred gist in the text, but also places emphasis on the audience in the process of constructing a meaning. (Hanes www. aber. ac. uk/media) meaning that the reception theory does not just look at the audience as whole, but as well as the individuals in an audience and how the medias messages affect the individuals.In South Africa, research has been done, that shows that they youth in South Africa is very influenced by the media received from North America. Teenagers watch populace shows and believe that in order to be pop and uniformd by their peers they have to look, act and be a certain way. Hence showing that the youth, depending on their demographic that they are in are heavily influenced and effected by the messages that they receive from the media. (M. Way journalism and Mass Communication). Hals encoding and decoding model draws up on Abercrombies (1996) dominant text view and the dominant audience view. The dominant text view states that the text is more important because the audience is passive they will be influenced by the messages given by the media. Whereas the dominant audience view states that the audience is more important because it is up audience to analyze and interpret the text. (Hall 1980). The receipts of the encoding and decoding model is that it realises that the meaning made by the audience is affected by various other factors including socio/economic frameworks and past experiences, but also involving the scope in which the media message is consumed. (Hanes www. aber. ac. uk/media).This statement means that if one person watches goggle box art object existence distracted by two children will receive a different from another person who i s watching the same television programme but is concentrating on what they are watching. The reception analysis views on how the audience receives the message and how the audience interprets the messages received by the media. Thus we can see that because everyone has different ethnicity, gender, socio-economic backgrounds and political views, that they will view the messages that they receive completely differently to any other person, showing that there is individuality in audiences.For example, a Zulu woman who is a domestic worker who lives in a black township who watches Carte Blanche will interpret the message differently to a white business man who lives in a mansion in Northcliff who watches the ask same thing. Due to different backgrounds and experiences,each person hashis or herown way for decoding messages, andpeople could change surface form different interpretations toward the same message (stereotypebyinternet. wordpress. om) Furthermore, because there are so some t ypes of media being given to us as the consumers of the media, we break down numb to many of the information given to us that we pop to just accept the information and messages. The messages that are in many of the television programs that are consumed that they begin to affect the viewers subconsciously, and the viewers will at long last act out and behave like the people on the programs that they watch and begin to think that everything that they view on the television is acceptable and that, that is how normal or even popular people should behave. The first effect of realism TV deals with teenagers. Already with self-confidence and acceptance issues, adolescent youth that much watch television shows that are agitate as being reality, most likely will have the delusion that their fashion should mirror the people they see on the shows. Like with magazines and tabloids that historically have caused unhealthful trends in teenagers, such as anorexia and bulimia, reality TV f oster facades that are pronto accepted by our youth. (D.Watkins, 2008) In conclusion one can see that the media, mass media, mass communication play an important role and are important to the hypodermic needle theory, the reception analysis, and in the encoding and decoding model. This essay also shows how the audience, passive and active play an important role in the theories mentioned in this essay, and that media use of goods and services is a very complex activity. Bibliography Abercrombie, Nicholas (1996) Television and Society. Cambridge commandment Press Branston, G and Stafford, R. 1999). The Media Students Book. London Routledge (pp. 410-420). Cruz, J. & Justin Lewis (1994) Viewing, Reading, Listening Audiences and Cultural Reception. Boulder, CO Westview Gillespie, M. (2005). Media Audiences. Maidenhead Open University Press (pp. 26-50) Hanes, Philip J (April 2000) The Advantages and Limitations of a Focus on Audience in Media Studies. 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Mixed Reception South African Youth and their Experience of Global Media. Retrieved April 26, 2012 from http//findarticles. com/p/articles/mi_7081/is_1_26/ai_n28420075