A2 Media: Audience Theory

Uses and Gratifications Theory: Which of the below answers matches this explanation of a pleasure the audience get from the Media - "Audience uses the media as a substitute for relationships/social interaction"

Reception Theory states the media and the audience have an [blank_start]active partnership[blank_end], and that neither side has full [blank_start]control[blank_end]. Media is [blank_start]polysemic[blank_end] (has multiple meanings) and we base our interpretation of the media on [blank_start]individual, cultural[blank_end] and life experiences.

In 'Uses and Gratifications' Theory there are four ways the audience uses media texts.

This theory states the audience is completely passive and that the media has full control over how we interpret texts.

Lazarsfeld, Berelson and Gaudet analysed the decision-making process during an [blank_start]election[blank_end]. They found out that information is not direct from media to [blank_start]audience[blank_end], it is filtered through '[blank_start]opinion leaders[blank_end]'. Their results show [blank_start]social[blank_end] factors are an influence on how we [blank_start]interpret[blank_end] texts.

Uses and Gratifications Theory: The audience uses the media for their [blank_start]needs[blank_end], the media is run by the audience and producers have no say in how their text is [blank_start]interpreted[blank_end]. Need 1: [blank_start]Surveillance[blank_end] - Informational texts that could be beneficial to us Need 2: Personal Relationships - Substitution of [blank_start]social interaction[blank_end] for television Need 3: [blank_start]Diversion[blank_end] - Using the media as an [blank_start]escape[blank_end] Need 4: [blank_start]Personal Identity[blank_end] - Seeing yourself reflected in texts, learning [blank_start]behaviours[blank_end]/social interaction