Media Function Essay

For individual, the function of media sack up be thought of as the motives or reasons. wherefore individual kindly function media products?They do that in order to feel satisfactions they get a line from the wasting disease of these productsHerta Herzog 1944She studied the motivation and merriment of radio soap opera listeners Her interest was to try to understand (why women become such ardent fans of the radio soaps The mark of the study was to hold (what satisfactions listeners Said they derived coupled with a psychological evaluation of these listeners The functional approach sought to account for (why auditions attended to particular content on the assumption that the act of attending served some function for the individual. Herzog embed that such programs served function for these women the provided emotional release, they served as a source of advice What sorts of lessons did soap operas provide?Herzog found that the lessons of the soaps often applied in unlikely situ ation for ex. One women reported going to the doctor before started her diet beca put on someone on the soap had through with(p) soKatz 1959 he relabeled the approach uses and gratificationFor Katz, uses and gratifications interrogation would empirically test some of the critiques of popular culture that had been made the in 1950s.Katz 1959 he relabeled the approach uses and gratificationFor Katz, uses and gratifications research would empirically test some of the critiques of popular culture that had been made the in 1950s.Social function of the mediaMobilization Entertainment Continuity Cor notification selective randomness Campaigning for edicts objectives in the field of politics, war, economic development, work, and sometimes religion -providingentertainment interestingnessand the means of relaxation- reducing social tension -Expressing the pre dominating culture and recognizing subcultures and youthful culture developments-Forming and maintaining commonality of values - Explaining and commenting on the meaning of events and information-providing support for established authority and norms -socializing-coordinating separate activities-consensus building-setting orders of priority Providing information about events and condition in society and the worldThe assumption of uses and gratification model-The auditory modality is active and hence use of media is goal-directed -Audience have expectation of what certain kinds of content have to raise them, and these expectation help shape their selection. That is, particular audiences can take the initiative in linking their inescapably to the ability of particular media products to gratify those needs -The media vie with new(prenominal) sources of need satisfaction (such as recording, talking with friends, taking a walk, sleeping). The needs potentially satisfied by the mass media are only part of a wider range of human needs. People are sufficiently aware of their needs, media choices, and the gratif ications they receive from media use to be able to tell researchers what motivates their media behavior.-The audience is active and hence use of media is goal-directed -Audience have expectation of what certain kinds of content have to offer them, and these expectation help shape their selection. That is, particular audiences can take the initiative in linking their needs to the ability of particular media products to gratify those needs -The media compete with other sources of need satisfaction (such as reading, talking with friends, taking a walk, sleeping). The needs potentially satisfied by the mass media are only part of a wider range of human needs. People are sufficiently aware of their needs, media choices, and the gratifications they receive from media use to be able to tell researchers what motivates their media behavior.THE CRITIQUE OF FUNCTIONALISMUses and gratification research has been serious criticisms This approach ignores the social dimensions of media consumption and reduces media use to an individual psychological relationship In fact, uses and gratification researches offers no means of understanding the connection between individual psychological needs and social structures and processes Uses and gratification research has been serious criticisms This approach ignores the social dimensions of media consumption and reduces media use to an individual psychological relationship In fact, uses and gratification researches offers no way of understanding the connection between individual psychological needs and social structures and processes The major work on uses and gratifications research has been to catalog the various uses and gratification that audience report obtaining from their media consumptionThe major work on uses and gratifications research has been to catalog the various uses and gratification that audience report obtaining from their media consumptionEntertainment Integration and social interaction Personalidentity information - Escaping from problemsRelaxing-Getting intrinsic culturalFilling timeEmotional releaseSexual arousal- -Gaining insight into circumstances of others-Identifying with others -Gaining a sense of belonging-Finding a basis for conversation and social interaction -Helping to carry out social rolesEnabling one to connect with family, friends, and society -Finding reinforcement for personal values-Finding models of behavior-Identifying with valued others-Gaining insight into ones self -Finding out about events and conditions in immediate surroundings ,society, and the world-Seeking advice on functional matters or opinion and decision choices-Satisfying tenuity -Learning, self-education-Gaining a sense of security through knowledgeNarrative is another valuable tool in our textual analysis toolkit Narrative tends to be associated with the way a fictional story is told terms of how events unfold and are revealed to the audience Narrative is an historic element in the construction of both fi ction and non-fiction texts. Although it is a logical tool to reach for when we undertake the analysis of moving image texts In media studies, looking at muniment structure implies that we explore the way in which the inf. Contained within a text is revealed to us. It has implication for the way in which print texts, images and sound texts are constructed Narrative is another valuable tool in our textual analysis toolkit Narrative tends to be associated with the way a fictional story is told terms of how events unfold and are revealed to the audience Narrative is an substantial element in the construction of both fiction and non-fiction texts. Although it is a logical tool to reach for when we undertake the analysis of moving image texts In media studies, looking at fib structure implies that we explore the way in which the inf. Contained within a text is revealed to us. It has implication for the way in which print texts, images and sound texts are constructedNARRATIVE AS AN ANA LYTICAL TOOLEnigma code Roland Barthes has defined the key narrative twist as enigma code, use to guess the next piece of information to be reveled Think of trailers at the cinema or cliffhangers in TV concomitant drama The enigma is a useful narrative device to clasp the reader interested by whetting his appetite to find out more (magazine front covers are another example of enigma code Work as narrative in the sense of offering a frozen moment. We are invited to compete in our minds what happened before and after the frozen moment Narrative can be said to organize the flow of info on the page, determining how we read the textEnigma code Roland Barthes has defined the key narrative device as enigma code, use to guess the next piece of information to be reveled Think of trailers at the cinema or cliffhangers in TV serial drama The enigma is a useful narrative device to keep the reader interested by whetting his appetite to find out more (magazine front covers are another example of enigma code Work as narrative in the sense of offering a frozen moment. We are invited to compete in our minds what happened before and after the frozen moment Narrative can be said to organize the flow of info on the page, determining how we read the textOn important aspect of the narrative is how the flow of this information is controlled. The flow of this information to the reader is controlled through the headline, the opining paragraph, or intro, the illustration and the outcome.On important aspect of the narrative is how the flow of this information is controlled. The flow of this information to the reader is controlled through the headline, the opining paragraph, or intro, the illustration and the outcome. third main reasons for studying media narrative. One- it shifts the focus of help from content to the structure and process of storytelling Two- it allows us to investigate the similarities and differences in narrative media forms Three-it can reveal how the meanings o f the narrative forms connect to the wider disposition of social strength Three main reasons for studying media narrative.One- it shifts the focus of attention from content to the structure and process of storytelling Two- it allows us to investigate the similarities and differences in narrative media forms Three-it can reveal how the meanings of the narrative forms relate to the wider disposition of social power ADRIAN TILLY argues that although story telling often appears invisible, it is in fact a complex process He points out narrative is an important part of our socialization as it moderates our behavior The nature of media narrative and their relation to our social study situations is the object of narrative study. ADRIAN TILLY argues that although story telling often appears invisible, it is in fact a complex process He points out narrative is an important part of our socialization as it moderates our behavior The nature of media narrative and their relation to our social s tudy situations is the object of narrative study.PARADIGM SHIFT FROM A logical WORLD PARADIGM TO A NARRATIVE ONE NARRATIVE PARDIGM RATIONAL WORLD PARADIGM- passel are essentially storytellers-we make decision on the basis of good reasons, which vary depending on the communication situation -history, biography, culture, and character determine what we consider good reasons-narrative rationality is determined by coherence and fidelity of our stories-the world is a set of stories from which we choose, and thus constantly re-create, our lives (a theoretical framework that views narrative as basis of all human communication) -people are essentially rational-we make decision on basis of arguments -the types of speaking situation determines the course of our arguments-rationality is determined by how much we know and how well we argue-the world is a set of logical puzzles that we can solve through rational analysis(a scientific approach to knowledge that assumes people are logical, making decisions on the basis of evidence and arguments) Encoding and decodingOne of the key issues in audience studies, concern the relationship between producer, text, and audience This equation is about a balance of power assessing the extent to which audiences are influenced by media text and what extent they appropriate them in ways quite distinct to the producers intentions Encoding and decodingOne of the key issues in audience studies, concern the relationship between producer, text, and audience This equation is about a balance of power assessing the extent to which audiences are influenced by media text and what extent they appropriate them in ways quite different to the producers intentions sum structures oneMeaning structures oneMeaning structures twoMeaning structures twoStuart Halls Encoding/Decoding modelIn the diagram, he represents the two sidesEncoding, which is the domain of the producerDecoding, the domain of the audienceThe process of communicating a message requires that it be encoded in such a way that the receiver of the message is able to decoded Ex. Televisual message is encoded through the use of camera technology, transmittable as a signal and then decoded using a television set if you do not have a TV you dont have the means to understand One reason that the encoded and decoded messages may not be the same is the capacity of the audience to vary its repartee to media messageStuart Halls Encoding/Decoding modelIn the diagram, he represents the two sidesEncoding, which is the domain of the producerDecoding, the domain of the audienceThe process of communicating a message requires that it be encoded in such a way that the receiver of the message is able to decoded Ex. Televisual message is encoded through the use of camera technology, transmitted as a signal and then decoded using a television set if you do not have a TV you dont have the means to understand One reason that the encoded and decoded messages may not be the same is the capac ity of the audience to vary its response to media message wherefore the audience vary in response to media message?Because they are influenced by their social position, gender, age, ethnicity, occupation, experience, beliefs, where they are, what they are doing, when they receive a message Hall categorised triad kinds of audience responseDominant- the audience agree with the paramount values expressed within the takered reading of the text Negotiated- the audience generally agree with the superior values expressed within the electred reading but they may disagree with certain aspects according to their social background Oppositional- the audience dis agree with dominant values expressed within the preferred reading of the text One concept that has been challenged subsequently by theorists is the notion of preferred reading This refers to the way the encoder would prefer the audience to interpret a media message, above all other possible readings. However, it could be argued tha t some texts are deliberately created to remain open interpretationWhy the audience vary in response to media message?Because they are influenced by their social position, gender, age, ethnicity, occupation, experience, beliefs, where they are, what they are doing, when they receive a message Hall categorised ternion kinds of audience responseDominant- the audience agree with the dominant values expressed within the preferred reading of the text Negotiated- the audience generally agree with the dominant values expressed within the preferred reading but they may disagree with certain aspects according to their social background Oppositional- the audience dis agree with dominant values expressed within the preferred reading of the text One concept that has been challenged subsequently by theorists is the notion of preferred reading This refers to the way the encoder would prefer the audience to interpret a media message, above all other possible readings. However, it could be argued that some texts are deliberately created to remain open interpretation