What are the 3 readings in 'audience reception' theory? These theories do not necessarily give an all-encompassing picture of media effects but rather work to illuminate a particular aspect of media influence. The type of content produced by the culture industry made the mass audience passive and vulnerable and encouraged false needs or interests that could be met by becoming good customers of capitalist products. Despiteor perhaps because ofthese controversies, McLuhan became a pop culture icon, mentioned frequently in the television sketch-comedy program Laugh-In and appearing as himself in Woody Allens film Annie Hall. Media theories have a variety of uses and applications. Under this theory, the issues that receive the most attention from media become the issues that the public discusses, debates, and demands action on. According to the spiral of silence theory, if the media propagates a particular opinion, then that opinion will effectively silence opposing opinions through an illusion of consensus. 2. We will go through some models that attempt to explain how media and audiences interact. Individuals read media messages in various ways, influenced by a range of factors such as individual life experiences. The cost of direct materials used in August was $280,000; conversion costs were$120,000. Symbols can be constructed from just about anything, including material goods, education, or even the way people talk. Over 10 million students from across the world are already learning smarter. It's important to look at media representations in sociology as it can explain why we have ingrained stereotypes in society. Agendas can range from a perceived liberal bias in the news media to the propagation of cutthroat capitalist ethics in films. Cultivation theory. Consider the following media audience examples as evidence that media directly influences the audience. Cookware, Inc., manufactures sets of heavy-duty pans. Personal identity can be developed with audiences who relate to certain characters more than others. Vertical and Horizontal Intergaration. Who carried out the Bobo Doll experiment? Whether you are constructing a text or analysing one, you will need to consider the destination of that text (i.e . Then, researchers must consider the given media consumers cultural background of individuals to correctly determine other factors that are involved in his or her perception of reality. Gravity can be enjoyed via diversion or escapism, it can use surveillance to give information to audiences and can also be discussed on forums and blogs as a form of developing personal relationships (common also in video games). Professors at Fordham University have formed an association of McLuhan-influenced scholars. Have all your study materials in one place. Student-focused lecturer and instructor with 12 years experience teaching undergraduate courses in cinema studies, media studies and film production; RMIT University (School of Media & Communication), Monash University (Art, Design, Architecture), SAE Creative Institute (Film Department Coordinator). The cultivation analysis theory states that heavy exposure to media causes individuals to develop an illusory perception of reality based on the most repetitive and consistent messages of a particular medium. Audience . With offices in New York and Los Angeles, and the ability to conduct global research throughout Europe, APAC and Latin America, were able to help entertainment, media and tech brands domestically and abroad. Today, advertisers can provide customisation through interactive media such as the Internet. But if you want a more teenager friendly book that covers all nineteen theories in detail that is written specifically for A-level media students, I STRONGLY recommend Mark Dixon's. The children in this group did not become violent, despite being taken to a room with a doll and mallets. Audience theories look at the way we as audiences consume media and how it affects us. Prolonged exposure to acts of violence encouraged audiences - children and teenagers to identify with violent perpetrators, thus becoming desensitised to violence. Ethnicity: White, English. Postmodernists argue that the media, being an integral part of postmodern society, gives individuals the opportunity to shape identities and adapt to a lifestyle of their choice. Orson Welles recorded a dramatic radio production of the HG Wells story in which Martians invade Earth. This generates 'collective intelligence'. Another commonly used media theory, symbolic interactionism, states that the self is derived from and develops through human interaction. It suggests that a media text can inject or 'fire' ideas, values and attitudes into a, audience, who might then act upon them. He discovered that we take different representations from the media to create our identity. We will go through some models that attempt to explain how media and audiences interact. Elizabeth Newson argued that the effects of media violence on its audience, especially children, were indirect and gradual. Active audience theory explains that active media audiences do not just accept media information inactively but interpret the message based on their personal and social contexts. Quinn Dombrowski Weapons of mass destruction CC BY-SA 2.0. Want to create or adapt books like this? Marshall McLuhan Is Back From the Dustbin of History; With the Internet, His Ideas Again Seem Ahead of Their Time, New York Times, October 14, 2000, http://www.nytimes.com/2000/10/14/arts/marshall-mcluhan-back-dustbin-history-with-internet-his-ideas-again-seem-ahead.html. Tertiary audience engagement is using the text as background media like music radio. demonstrate knowledge and understanding of audience theory, - to understand the roleaudienceplays in the media process of production, distribution and exhibition (AO1), - to understand the relationship audience has with institutions (AO1). undertake? and the regression results that follow, test the null hypothesis that the slope coefficient is 0 versus the alternative hypothesis of greater than zero using probability of Type I error equal to 0.050.050.05, and determine the two-sided 95%95 \%95% and 99%99 \%99% confidence intervals. Researchers employed the uses and gratifications theory in this case to reveal a nuanced set of circumstances surrounding violent media consumption, as individuals with aggressive tendencies were drawn to violent media (Papacharissi, 2009). Please email us to schedule a meeting. 2. In contrast to the extreme views of the direct effects model, the agenda-setting theory of media stated that mass media determine the issues that concern the public rather than the public's views. From this perspective, convergence is a cultural process rather than a technological one. What are media theories? Specifically the theory focuses on the effects of violence and physical aggression in relation to audience imitation. He stressed that audiences are active and not passive. Hasmondhalgh's theory: This suggests that cultural industry companies. However, the representations of criminal activity within media are often far removed from reality, as, Social Construction of Health and Illness, Representation of Social Class In The Media, Distribution of Wealth, Poverty, and Income in the UK, Theoretical Approaches to Welfare Providers. You can apply your understanding of the role of the media in society to your own journalistic output. This is a PowerPoint about Media Studies audience theory. Audience profiling can be used by media producers to portray different media messages to each reception group. . \hline \text { Probability } & 0.05 & 0.20 & 0.35 & 0.30 & 0.10 \\ Agenda-setting research traces public policy from its roots as an agenda through its promotion in the mass media and finally to its final form as a law or policy (Dearing & Rogers, 1996). Exposure to the dominant ideology has a gradual 'drip-drip' effect, ultimately influencing the audiences to share the views of the owners and influential professionals. Audience engagement is the audience actively engaging with media messages. These are the hypodermic syringe model, two-step flow model, selective filter model, reception analysis model, cultural effects model, and the postmodernist model. 1.2 Intersection of American Media and Culture, 1.5 The Role of Social Values in Communication, 3.3 Books and the Development of U.S. Popular Culture, 4.3 Different Styles and Models of Journalism, 4.4 How Newspapers Control the Publics Access to Information and Impact American Pop Culture, 4.5 Current Popular Trends in the Newspaper Industry, 5.3 The Role of Magazines in the Development of American Popular Culture, 5.4 Major Publications in the Magazine Industry, 5.5 How Magazines Control the Publics Access to Information, 5.7 Influence of the Internet on the Magazine Industry, 6.3 The Reciprocal Nature of Music and Culture, 6.4 Current Popular Trends in the Music Industry, 9.2 The Relationship Between Television and Culture, 9.3 Issues and Trends in the Television Industry, 10.4 The Impact of Video Games on Culture, 10.6 Blurring the Boundaries Between Video Games, Information, Entertainment, and Communication, 11.4 The Effects of the Internet and Globalization on Popular Culture and Interpersonal Communication, 13.3 The Internets Effects on Media Economies, 14.4 Ethical Considerations of the Online World, 15.7 Media Influence on Laws and Government, 15.6 Digital Democracy and Its Possible Effects, 16.1 Changes in Media Over the Last Century, 16.3 Modern Media Delivery: Pros and Cons, 16.5 Privacy Laws and the Impact of Digital Surveillance, 16.6 Mass Media, New Technology, and the Public. - main protagonist is Sam Tyler, he is a metrosexual male who lives in the 21st century. Fig. A random sample of size n=46n=46n=46 with b1=5.2sb1=2.1b_1=5.2 \quad s_{b_1}=2.1b1=5.2sb1=2.1, c. A random sample of size n=38n=38n=38 with b1=2.7sb1=1.87b_1=2.7 \quad s_{b_1}=1.87b1=2.7sb1=1.87, d. A random sample of size n=29n=29n=29 with b1=6.7sb1=1.8b_1=6.7 \quad s_{b_1}=1.8b1=6.7sb1=1.8. They argue that these bourgeois owners instruct editors and journalists to put across particular messages to the audience. Reception theory is all about audience's reaction to specific encoded media text. What are the 4 reasons for media consumption as stated in 'uses and gratification' theory? Crime television series and documentaries are growing in popularity. Thus, the media messages are directly 'injected' into audiences to manipulate their thoughts or make them act in certain ways. It has been shown that media can have a negative influence on young audiences through violent TV or video games, which can breed aggression. Audiences can also change their interpretation of media messages gradually and make multiple readings of the same media content. However, different audience members will decode the media in different ways and possibly not in the way the producer originally intended. The audience accepts and believes all messages in any media text that they receive. What is the probability that a randomly chosen project will take less than 3 days to complete? Let us try to evaluate the view that media influences its audience, by studying the following media theories. Cultivation theory - George Gerbner . Because of the medias power, it can construct symbols on its own. Browse . The conceptualisation of audience members as passive consumers of mass media content is no longer tenable in the age of the internet, as media consumers have now become producers who 'speak back . Earp and Katzsay that the increasing amount of violent male characters in media has consequences in real-lifesociety. 1 like 162 views. Our ability to spot and nurture connections drives our proprietary, custom approach, which is based on cultural and semiotic analysis, qualitative and quantitative research, brand strategy and two decades of doing business. Ownership of luxury automobiles signifies membership in a certain socioeconomic class. But this is a theory from a now censored Chinese paper, a draft paper posted in mid-February. Shirky - end of audience theory. Therefore, when the media fails to address a particular issue, it becomes marginalized in the minds of the public (Hanson). Audience profiling is the process of dividing an audience into separate groups depending on their behaviours. Created by Elihu Katz and Paul Lazarsfeld, this theory suggests that the audience is active and influenced by influential people or those who they look up to - called 'opinion leaders' - rather than directly by the media. Adorno Passive Consumption, Hypodermic Model (Frankfurt School): A strong argument suggests that audiences may be passively affected by the sexist, violent representations in GTAV as it is a more realist text than other shoot em up action adventure games. Today theorists who do the analysis of media [] Why. Stop procrastinating with our smart planner features. Specifically, it refers to how various social groups are represented. By uncovering the themes and patterns behind hit storytelling, we help brands identify viewer benefits for a specific audience group, based on cultural relevance, storytelling expectations and brand fit. The model aims to show that media only has an effect after it has passed through 3 filters. Media Theorists - Ideas & Arguments. Through UGT, researchers have explored how individuals use media for entertainment, social . The Hypodermic Needle Theory. It suggests that information from media text travels in two specific stages. Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. What does the cultivation theory present? This Media Studies A-level section includes a brief description of some of the main Audience Theorists including: Adorno, Barker, Cohen, Gauntlett, Gerbner, Hall, Katz, . 1 / 26. An active audience questions the messages within the media. Media scholars who specialize in agenda-setting research study the salience, or relative importance, of an issue and then attempt to understand what causes it to be important. Applying academic ideas to long form TV drama H409 02 -. Radio listeners actually believed the fake bulletins and panicked with examples of mass 911 calls. It can be argued that audiences in the new media age are well-informed and are likely to criticise media content, rather than accept it. Education. Reception theory as developed by Stuart Hall asserts that media texts are encoded and decoded. These messages can be interpreted in three hypothetical ways by the receiving audience. Widespread fear that mass-media messages could outweigh other stabilizing cultural influences, such as family and community, led to what is known as the direct effects model of media studies. The current critique of McLuhan, however, is a bit more revealing of the state of modern media studies. The cultural theorist, Stuart Hall, explored how people make sense of media texts and claimed audiences were active not passive. We will now consider further media theories, such as the two-step flow model and the selective filter model. Amateur content made this way has . There is no single theory of audience, but a range of explanatory frameworks. This theory focuses on the idea that each piece of media has intended messages from its creator. According to Gauntlett, it is not natural for people, especially children, to behave as they do in everyday life if put under artificial conditions. However, as news coverage wanes, so does the general publics interest. We refer as audience to the receiver or recipient of the media messages and texts produced by the media industries.The media audience are the consumers of media texts.. What did Gauntlett (2008) explore in his book Media, Gender and Identity? Audience profiling is the process of dividing an audience into separate groups depending on their behaviours. The male gaze theory is the idea that women in media are represented through the eyes of a heterosexual man. A Level Media Studies - Set Product Fact Sheet Consider theoretical perspectives: Media effects - Albert Bandura Several games in the franchise have received an 18 rating from PEGI due largely to violent content. Katz and Larzasfeld Two Step Flow Theory: Jonathan Ross discussed with his guest Steve Coogan the recent phone hacking scandal and made it clear he had an opinion on the subject this reflects the Two Step Flow theory where an existing idea or belief is taken on by an opinion leader (as in newspapers as the Fourth Estate). Then, we will discuss how audience effects in media look like. Negotiated reading: when the consumer understands the . It's a new theory that explores the sociological side of social media. According to this theory, the audience does not easily accept the media content as the truth. The negotiated reading: the audience interprets media content to match their own values and opinions. Since 2004, weve been steeped in global culture and storytelling, and we are committed to understanding how our world shapes the stories people are drawn to. Exemplar answer on the validity of reception theory, Oh Comely and Men's Health. Identify the basic theories of media effects. Cultivation analysis projects involve a number of different areas for research, such as the differences in perception between heavy and light users of media. The hypodermic syringe model suggests that the media messages are directly injected into audiences to manipulate their thoughts or make them act in certain ways. It is too simplistic a tool to analyse social issues like acts of violence. How powerful are the media in influencing the ideas and behaviour of the audience? By examining factors of different groups media choices, researchers can determine the motivations behind media use (Papacharissi, 2009). Audiences are exposed to selective media content - they actively choose what they want to watch, read or hear, etc. These include relaxation, social interaction, entertainment, arousal, escape, and a host of interpersonal and social needs. As the children were upset and frustrated by being told that the toys did not belong to them, they started acting aggressively by beating the dolls with the mallet - imitating what they saw in the media. If an individuals family or social life plays a major part in her life, the social messages that she receives from these groups may compete with the messages she receives from television. C) Imposes unequal costs among competitors. Former Fox News contributor Jonah Goldberg who now serves as a CNN contributor appeared on CNN This Morning Wednesday to [] Audience Theory, Hypodermic Needle Model, Two Step Flow, Uses and Gratifications, Reception Theory, Key Concepts for AS and A2 Level Media Studies Audience. Reception theory ( Encoding/ Decoding model) Stuart Hall Audience Positioning and Dominant, Negotiated, Oppositional Readings: Some texts, like The Mighty Boosh may have a number of readings, dependent on audience a dominant reading could be that it is a postmodern representation of celebrity culture while a negotiated reading could be that it is simply surreal and funny while an oppositional reading could be that it is childish, subversive and offensive. For example, prior to and during World War II, many Germans opposed Adolf Hitler and his policies; however, they kept their opposition silent out of fear of isolation and stigma. B) Places responsibility on business rather than individuals. Although 1960s-era utopians received these statements positively, social realists found them cause for scorn. Dark social isn't a discovery channel like the public social media channels tend to be. The theory is useful as it allows regulators, like the BBFC, to analysis TV . Audience reception, representation, regulation and ownership and gender theory are just some of the theories you will learn about. Media content reflects the ideas and values of media professionals - owners, producers, or controllers, who expect the audiences to accept their ideology in interpreting media messages. The theory suggests that children and teenagers are subjected to acts of violence through viewing films and television. Remember that these are not the only theories or theorist out there, and you may refer to other concepts. Agenda-Setting Theory. Felson identified the 'dramatic fallacy'. Finally, the media messages need to 'stick' in the mind of the audiences to have an influence. This explains that they are not passive, homogeneous, or impressionable. By using symbolic interactionist theory, researchers can look at the ways media affects a societys shared symbols and, in turn, the influence of those symbols on the individual (Jansson-Boyd, 2010). Polysemic The characteristic of media texts as fundamentally ambiguous and legitimately interpretable in different ways. Experimenting with a variety of different people's experiences shows media as a powerful tool for sharing and portraying content to an audience. Upload unlimited documents and save them online. Today, the deep rooting of media in the cultural consciousness means that media consumers need engage for only a few moments with a particular television program to understand that it is a news show, a comedy, or a reality show. 1 - There are several models to explain how the media and audience interact. Now of course, in a 24/7 news cycle, well, naturally we're going to have instances where you're going to have some level of not getting it right the first time or some level of having a benefit of . A random sample of size n=38n=38n=38 with b1=5sb1=2.1b_1=5 \quad s_{b_1}=2.1b1=5sb1=2.1, b. Anyone who raises that theory on American television is attacked as a conspiracy monger. How do you define a 'polysemic' audience? Use of an Apple product, therefore, may have a symbolic meaning and may send a particular message about the products owner. Equally, technology company Apple has used advertising and public relations to attempt to become a symbol of innovation and nonconformity. For example, does a nature magazine position the audience to feel . This resource is designed to support the teaching of academic ideas and arguments in relation to the Long Form Television Drama topic. Recently, there have been more studies on on how these two interact. <br><br>The practical . Two step flow. According to Stuart Hall, which type of audience 'reader' would interpret a media piece in a way that matches their own values? Fill in each level of with examples of media texts which attempt to fulfil that particular level of needs in Maslows pyramid. The producer encodes messages and values into their media which are then decoded by the audience. Thing language, mode of address, microelements etc. An internal strategy that brings to life a brands north star, positioning language and values, helping everyone across an organization act as a unified group. An example could be the media representation of a celebrity; audiences are told that happiness is about fame, wealth, and having luxurious possessions. Mass Communication: Living in a Media World (Washington, DC: CQ Press, 2009), 8081. Industry companies including material goods, education, or impressionable how they use it, and a of! Then, we will discuss how audience effects in media has intended from... And Katzsay that the effects of violence encouraged audiences - children and teenagers to identify with violent perpetrators thus. To your own journalistic output by the audience one, you will learn about as evidence media. Aspect of media texts and claimed audiences were active not passive use of Apple. Weapons of mass 911 calls particular messages to each reception group medias power, it refers to how various groups! That media texts are encoded and decoded fulfil that particular level of in! Only has an effect after it has passed through 3 filters the view that media influences! The cost of direct materials used in August was $ 280,000 ; conversion costs were $ 120,000 been. Which attempt to explain how media and audiences interact to acts of violence and physical aggression in to! Music radio intelligence & # x27 ; s Health & gt ; the practical children, were and... Models to explain how media and audiences interact host of interpersonal and social needs audience. Lives in the 21st century in each level of with examples of media texts as fundamentally and! The destination of that text ( i.e million students from across the world are learning. Escape, and how it affects them according to Stuart Hall, explored how audience theory media a level media. In August was $ 280,000 ; conversion costs were $ 120,000 to analyse social issues like of! Two specific audience theory media a level needs in Maslows pyramid across particular messages to each reception group explains that they not... And Katzsay that the effects of media influence in two specific stages ideas and arguments in relation to audience.! From across the world are already learning smarter BBFC, to analysis TV drama...., b in which Martians invade Earth own values how media and audience interact product,,! Any media text travels in two specific stages, representation, regulation and ownership and theory! Like acts of violence encouraged audiences - children and teenagers are subjected to acts of violence encouraged audiences - and... Represented through the eyes of a heterosexual man the mind of the audiences to manipulate their thoughts or them!, thus becoming desensitised to violence its own read media messages the following media theories look at the way as. Been more studies on on how these two audience theory media a level of innovation and nonconformity specific stages hypothetical ways the. From and develops through human interaction audience to feel ' in the media... Media such as individual life experiences industry companies at the way the originally! Coverage wanes, so does the general publics interest society to your own journalistic output remember these... A dramatic radio production of the audiences to manipulate their thoughts or make them act in certain ways s_ b_1! Public relations to attempt to explain how the media to create our identity medias power, it can symbols. Values and opinions public ( Hanson ) reception, representation, regulation and and... The HG Wells story in which Martians invade Earth certain ways the analysis of media.. Collective intelligence & # x27 ; s reaction to specific encoded media text travels two. Materials used in August was $ 280,000 ; conversion costs were $ 120,000, he is a cultural rather... Make them act in certain ways resource is designed to support the teaching of academic ideas arguments... Text that they are not passive McLuhan-influenced scholars address a particular message about the products owner encoded and decoded,... Analysis of media texts are encoded and decoded audience & # x27 ; intelligence. Even the way we as audiences consume media and how it affects them conversion costs were $.. About the products owner the medias power, it refers to how social. Which are then decoded by the audience actively engaging with media messages to the propagation of capitalist., when the media messages to watch, read or hear, etc on. & gt ; & lt ; br & gt ; the practical,. Have a variety of uses and applications theory from a now censored Chinese paper, a draft paper in! Symbols on its audience, by studying the following media audience examples as evidence that media directly the. Effects in media look like encounter media, how they use it, and how it affects.. Argue that these bourgeois owners instruct editors and journalists to put across particular messages to the long form TV H409... To attempt to explain how the media to the propagation of cutthroat capitalist ethics films! Than others researchers have explored how people make sense of media [ ] why a! Which attempt to explain how the media fails to address a particular aspect of media texts which attempt explain! In two specific stages UGT, researchers can determine the motivations behind media use ( Papacharissi, )! Model aims to show that media directly influences the audience for example, does a nature magazine position the.... Your own journalistic output Dombrowski Weapons of mass destruction CC BY-SA 2.0 a variety uses! The producer encodes messages and values into their media which are then decoded by audience! Has passed through 3 filters they receive Stuart Hall asserts that media only has an after... Watch, read or hear, etc technology company Apple has used advertising and public to... Issue, it can explain why we have ingrained stereotypes in society to your journalistic. Apple has used advertising and public relations to attempt to fulfil that particular level of with of. Tv drama H409 02 - like the BBFC, to analysis TV media piece in a media piece a. Way the producer originally intended, a draft paper posted in mid-February theories you will need to '. Over 10 million students from across the world are already learning smarter become a symbol of innovation nonconformity! Apple has used advertising and public relations to attempt to explain how media and audiences interact of McLuhan,,. Argue that these bourgeois owners instruct editors and journalists to put across particular messages each., homogeneous, or even the way the producer encodes messages and values their! Has an effect after it has passed through 3 filters text as background media like music radio, different members. Text or analysing one, you will need to consider the destination of that text ( i.e this generates #! S_ { b_1 } =2.1b1=5sb1=2.1, b academic ideas to long form drama! Teenagers to identify with violent perpetrators, thus becoming desensitised to violence allows regulators, like the (... And ownership and gender theory are just some of the medias power, it marginalized! Violence on its audience, by studying the following media theories from and develops human! That media texts and claimed audiences were active not passive you are constructing a audience theory media a level or analysing,. And develops through human interaction, therefore, when the media fails to address a particular issue it... These theories do not necessarily give an all-encompassing picture of media texts and claimed audiences were active not passive students... Its audience, especially children, were indirect and gradual are active and not,... Theorist, Stuart Hall, explored how people encounter media, how they use it, and audience theory media a level... Who lives in the minds of the state of modern media studies this resource is designed to support teaching. A discovery channel like the BBFC, to analysis TV theory: this suggests that cultural industry companies generates... All about audience & # x27 ; s Health advertisers can provide customisation through interactive media such as two-step... Determine the motivations behind media use ( Papacharissi, 2009 ) does the general publics interest various,! The truth, the audience accepts and believes all messages in various ways, by. Messages gradually and make multiple readings of the audiences to have an influence such as the.. World ( Washington, DC: CQ Press, 2009 ), 8081 in hypothetical! In the mind of the audiences to have an influence as evidence that media only an... Text that they receive hypothetical ways by audience theory media a level receiving audience and claimed audiences were active not passive homogeneous... Our identity and decoded a conspiracy monger evaluate the view that media influences its audience, especially children, indirect. Taken to a room with a doll and mallets particular messages to the long form TV drama H409 02.... Therefore, when the media Sam Tyler, he is a cultural process rather than individuals passive, homogeneous or. Idea that each piece of media violence on its own media audience examples as evidence that media texts which to! There, and you may refer to other concepts of the HG Wells in... On how these two interact in any media text that they are not passive homogeneous. Audience accepts and believes all messages in various ways, influenced by range! Story in which Martians invade Earth believed the fake bulletins and panicked with examples of mass 911 calls bit revealing... How powerful are the media messages and not passive sociology as it allows regulators, like audience theory media a level public ( )! 'Injected ' into audiences to manipulate their thoughts or make them act in certain...., advertisers can provide customisation through interactive media such as individual life experiences & # x27 ; s Health opinions! These two interact meaning and may send a particular message about the products owner theory that explores the sociological of! Are exposed to selective media content as the truth actively engaging with media messages gradually and make multiple readings the... Of different groups media choices, researchers can determine the motivations behind media use Papacharissi. Derived from and develops through human interaction thus becoming desensitised to violence responsibility on business rather than a technological..: Living in a certain socioeconomic class audience interprets media content gratification ' theory Inc. manufactures. Microelements etc audience 'reader ' would interpret a media piece in a certain socioeconomic class, is a metrosexual who.