2. Prefered response
A prefered response from an audience is when the audience respond
positively to the piece of media that they have just read or watched.
When the audience are prefered to a piece of media it means they
agree and understand with it, and they are willing to change their own
behaviour in response to the media. An example of this is a news
article on the effect of flossing teeth will prevent a heart attack. http:
//www.independent.co.uk/life-style/health-and-families/features/howflossing-can-save-your-life-1975548.html. A prefered response would
be that the reader understands and agrees with the report and decides
to change their behaviour in order with the report.
3. Negotiated Response
A negotiated response is where the reader understands the
message but the report hasn’t made any effect on their behavior
and they will not take any effort to modify their behaviour. The
example of this would be the news report on flossing teeth to
prevent heart attacks. A negotiated response by the reader is
they would take the report into account, but won’t make any
effort to floss their teeth if they don’t already.
4. Oppositional Response
The Oppositional response is where the reader does
not believe the report or piece of media they have just
read or watched, and they will continue to ignore the
report despite of the piece of media. In my example
the reader would not believe or agree with the report
about heart attacks caused by not flossing, but they
do understand it, and they would take no action to
change their behaviour.
5. Participatory
In this audiences are being increasingly encouraged to take part in media, to
give their opinions and have their say on matters and subjects discussed or
mentioned in this piece of media, social media is a big tool used by tv to
ignite instant discussions and conversations about that show. An example of
this would be the Xfactor, they use different techniques to make the
audience active, one is by using twitter, using the # and trending the show or
certain things on the show, so people can engage in discussions about the
contestants on the show, or something that may have just happened on the
show. Another technique they use is voting, the show gives the audience the
power to choose who will be kept in the show by them voting for their
favourite. These things makes the show more exciting and not just another
tv program. Most tv shows now use even a little bit of a participatory, usually
the most common thing is to display a ‘#’ with a certain phrase or words so it
will trend on twitter, and people with the same # will be able to talk about the
show.
6. Cultural Competence
Cultural competence is used by the media but mainly for advertising and it is done
psychologically, so the audience don't actively know they are being enticed by a
certain advertisement. So this is a more passive way to get an audience to respond. A
lot of it is to do with cultures and each advertisement for the same product has to be
re-advertised for each country because each countries understanding is different, e.g.
christmas is related to fur trees, red, white, snow, presents, santa. But in the jewish
culture they don't celebrate christmas and don't have any understanding. Its all to do
with products attached to a certain stimuli or meaning, for example spiked studs are
related to punk culture and rebellious attitude, in different countries one item or sign
may have two very different meanings. Another culture competence is language, how
words and signs are placed with meanings, the company would put their
advertisement in the language that is the country's first language.
When the companies use signs and signals, they want to customer to respond in a
positive or preferred response, that way the audience is more likely to interpret the
signs and go out and buy that product, so for puma sports clothes they use a jaguar to
imply speed and power.
7. Fan culture
Fan culture appears in all areas of the media, but most especially the
internet. Fans use different social networking sites to find people that
like the same tv show, band or book, then when there is enough of
these fans the group eventually becomes called a ‘fandom’. These
people are very obsessive and passionate over a certain show or
band and actually create a name for the fandom, and some social
networking sites are more suited to them than others, e.g. tumblr, this
site is bombarded by fandoms, fans creating novels and short stories,
professional looking artwork, photoshopping pictures, and just general
discussion of their chosen show. An example of a prominent fandom
on tumblr is the doctor who fandom, which they call themselves
‘whovians’ and all their blogs are just dedicated to doctor who.
Another outlet for fans to communicate is youtube, this is a video site
that allows people to upload videos, fans may do tutorials on how to
do the make-up like a tv character or to just talk about a band and
give their opinions.
