4.3. THE PROCESS OF RECEPTION AND APPROPRIATION
4.3.1 The active audience
4.3.2. Cultural studies
Specific objectives:
- 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?
ê
WHAT PEOPLE DO WITH THE MEDIA?
• Need
HEARINGDIFFERENT ALTERNATIVE FUNCTIONAL
TO MEET
í ê î
(...) (...) 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
