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ITEM 4: PRODUCTION, DISTRIBUTION, AND RECEPTION OF CONTENTS MESSAGES OF MEDIA (5)

4.3. THE PROCESS OF RECEPTION AND APPROPRIATION

4.3.1 The active audience

4.3.2. Cultural studies

Specific objectives:

- Identify the historical study of audiences.

- know the general characteristics of uses and gratifications approach .

- Identify the theoretical and methodological approaches offer the prospect of cultural studies of audiences .

4.3.1. ACTIVE HEARING

· HYPODERMIC NEEDLE HEARING TO ACTIVE

Historical in the study of effects of mass media (McQuail )

STAGE: since the beginning of S. Century to the mid-30's.

· prevalent view that the media have a strong impact at the hearing. Theories: hypodermic needle, magic bullet ...

SECOND STAGE: from the 30's to the 60.

• The possible impact of the media is subject to a set of intermediate factors. Theories: communication in two steps, uses and gratifications.

STAGE: from the 60's to the present

• Media produce effects on receptors important long-term , to cognitive and assuming the need to address a wide range of variables.

Theories: Agenda Setting spiral silence, cultivation theory, socialization, etc.

· APPROACH uses and gratifications

Optimism about the ability of the audience to use when necessary content of mass media.

face what media do to people?

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WHAT PEOPLE DO WITH THE MEDIA?

• Need

HEARING

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DIFFERENT ALTERNATIVE FUNCTIONAL

TO MEET

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(...) (...) MCM

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WILL DEPEND ON THE USE OF EACH INDIVIDUAL

· Assumptions of Uses and Gratifications approach:

PUBLIC · It is conceived as ACTIVE.

• The hearing SELECT MESSAGES that can meet your needs and provide gratification.

• Media sources compete with other needs.

· The GOALS in media exposure can only be discovered by asking recipients.

• The Quality and social relevance of the media must be judged in terms of applications that give members of the public.

4.3.2. CULTURAL STUDIES

· APPROACHES ON CRITICAL RECEPTION

>> Traditionally:

- Frankfurt School

- 70: political economy and cultural imperialism

The media have an unlimited ability to manipulate ideologically to the audience.

>> From 1975:

- Studies cultural à polysemic of media messages

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Rethinking capacity of hearings to resist and negotiate handling ideological.

· THE CULTURAL STUDIES

· Final of 70 (Hall)

• Although there will always be individual differences in the way people interprets a particular message, these individual differences may well be framed by cultural differences

• Highlight the membership of the groups to different subcultures

degrees often focus on the study of messages and their cultural significance

• Study interdisciplinary: ccias . Humanities and social

• Analysis of RECEPTION

Make simultaneous analysis of media content and its reception by specific segments of the audience.

· Considers the public active à techniques qualitative

• As cultural studies sees the media as discourses that respond to cultural codes