The effects model: The hypodermic model. This sees the audience as duped and doped. Media is the opium of the masses and suggests that it can be hyponotise the populace.
The Gratifications model: Power to the people. Audiences can create subversive and deviant readings other than those intended by institutions of production. Texts are used to gratify needs and interests.
Effects studies objectives:
Social, moral and political objective:
To measure the power of media technologies to affect how individuals think, feel and act.
Commercial objective:
To measure the effectiveness of advertising and publicity campaigns.
The Gratifications model: Power to the people. Audiences can create subversive and deviant readings other than those intended by institutions of production. Texts are used to gratify needs and interests.
Effects studies objectives:
Social, moral and political objective:
To measure the power of media technologies to affect how individuals think, feel and act.
Commercial objective:
To measure the effectiveness of advertising and publicity campaigns.
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