Lecture-Audiences, Media Reception & Use- from Inert Mass to the Social Uses of Media

Lecture-Audiences, Media Reception & Use- from Inert Mass to the Social Uses of Media

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December 1, 2011 Media Reframing The Question? What Happens When Instead of Focusing on What Media Do to Audiences, We Focus on What Audiences Do With Media? Opposite of what we’ve been questioning: how does the media effect us Active vs Passive a) interpretation b) use in everyday life The Study of Audiences - General Approaches Textual Interpretation as Action Instead of starting with semiotics but rather start with how we interact with the text Social Context of Interpretation Break the idea of the audience into component parts or social/political categories Individual and Social Uses of Media Moving away from how we interpret media Audiences as Producers (User-generated) Issues of privacy and exposure and trust with social media (such as Facebook) Reception of the Text: (Croteau and Hoynes, pp. 256 - 268) Texts may have a “preferred” reading but there’s no guarantee that audiences will ‘read’ them accordingly
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Action of audiences related to text How we engage in a television show or a book The finished text- is the beginning of a process of making communication Ex: the preferred reading of Family Guy Polysemy (multiple meanings) in texts is common Most creators are trying to send a message Message send is not necessarily message received Its not a wrong reading if you did not interpret it the way the writer wanted you to ; texts get interpreted in multiple ways The most interesting readings can be interpreted in that way Interpretation is active; negotiated readings common (agency) Active: preferred reading Negotiated readings: it’s what you do with the text; how you take from it Interpretation is primarily based on age “intertextuality”- reference other foreign texts into the reading/show Interpretations may be subjective but can grouped according to interpretive communities sharing similar discursive resources such as language, concepts, assumptions related to their common social experience ie. class, gender, race, age) Interpretive communities: people share language and concepts and assumptions about common social experiences Active interpretation: read texts in different ways from our experience, ability etc interaction can be understood in regards to negotiated meanings- interpretative communication and the source of resources that communities have and share good chance that most of us share discursive resources like social media From Interpretive Communities to Fan Communities
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Sitcoms, Gender & Class: Andrea Press Ex: I Love Lucy Chocolate Scene: Preferred reading- Lucy is married and has a kid. Married to a Cuban band leader, Lucy is at first a stay at home mom then begins to work
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This note was uploaded on 12/13/2011 for the course COMM 3287 taught by Professor Madger during the Fall '11 term at NYU.

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Lecture-Audiences, Media Reception & Use- from Inert Mass to the Social Uses of Media

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