The I & Daily Mail - paper 1

- Analyse audience and industry.

- Apply with the appropriate theories: Gerbner, Stuart Hall & Bandura

Uses & Gratification Theory 

Katz and Blumler's Uses and Gratification Theory - audiences use the media to gratify specific needs that they have. If the media successfully gratifies this need it makes it more likely they will consume the product again. These needs are escapism, surveillance, personal identification and social interaction.

> Escapism - audience wish to escape the media and repetitive elements of their life by experiencing things outside of their normal lives. This can include humour, excitement, fear, romance and other elements outside of the norm.

> Surveillance - audiences need to know about the world around them and seek texts that offer knowledge of the world. This is often seen in texts that give the news or show parts of the world that are unknown to the audience. 

> Personal identification - audiences need to explore and develop their own identities via observing others that are similar and seeing how they respond to situations. Audiences use the media to act as a teacher of how to act and as role models or cautionary tales for their own identity, this often sees in texts that represent similar characters to their audience.

> Social Interaction - audiences need interaction with other people and to develop bonds with others. The media offers this in the opportunity to discuss media texts  with others but also through the opportunity to develop bonds with characters or interact with others while using the media (in the case of social or interactive media). Social media like Facebook and Twitter offers SOCIAL INTERACTION for its audience because it allows them to discuss and talk with others. Other media texts can also offers SOCIAL INTERACTION through; a TV show can  offer it through developing a bond with a character that you want to succeed and do well or watching a film can offer you something to then talk about with friends or colleagues. Even playing multiplayer games. 

Audience Reception 

(The perceived way that the message is sent)

(The message is encoded into the medium)

(The message is decoded from the medium)

Hall's Encoding Theory - Messages are not just sent directly from the sender (producer) to the receiver (audience) but are encoded into a medium (media text) and then decoded by the audience; the message is not sent directly but the audience interpretation as well as the method of encoding can affect the meaning of the message.

Hall's Reception Theory - audiences receive and understand the media in different ways based on their backgrounds and beliefs: their decoding of the text is effected by their pre-existing biases and beliefs that alter how they understand the text. The text can be read in three ways:

1. DOMINANT READING: the intended reading of the producer; the way the media is meant to be read and the way that most people will receive the text.

2. OPPOSITIONAL READING: the audience understand the intended meaning but reject this meaning and instead read the text somewhere between the intended and oppositional readings; 

 this often means rejecting parts and accepting other pairs.

3. NEGOTIATED READING: this is when the audience receives the text in a way that is expected or hoped for by the producer.

CHECK PHONE**

The Daily Mail:

> Oldest media form.

> Convergence to online to stay 'alive'

> Clear codes and conventions utilised by most newspapers on the market.

> HARD NEWS (current affairs, politics, economics, wars and other serious events).

> SOFT NEWS 

> Opinion based features and editorials.

Audience:

> Make the audience clear in your mind, in order to produce the product.

> Producers reach their audience by writing stories which appeal to them. Through social media, Web 2.0. Also producing it in a form the audience would rather read it in (paper-based, website, mobile apps, etc).

Ideologies involves the development in beliefs, concerning communism, socialism, capitalism, political and economical aspects. 

- The headline concerns the health of a child, already indicating "energy drinks" are damaging and threatening. Parents especially will react instantly to the headline without reading the article immediately. This drives a sense of initial worry to their audience which easily intrigues people to buy their newspaper.

- Placing a famous celebrity (in this case the royal family), attracts audiences to the paper. As Megan Markel is popular in the media currently, she stirs a lot of mixed messages. Many audiences have different opinions of her which may change people's beliefs and morals.