UseS and GratificatIons theoRy continue ....

Denis McQuail suggests a more deatiled breakdown of audience motivation:

InFormatIon:
This applies to me because, at times, I watch the news and documentaries to keep me into the latest news issues and this helps me seek new information.

LeaRning:
This applies to me because, I watch documentaries on certain isssues and also, by purchasing textsbooks and, by accessing the internet.

PersoNal iDentity:
This applies to me because, by listening to a certain type of music I incorporate the style from this genre into mine.

IntegraTion and Social InteraCtion:
This applies to me because,when certain programmes are on, that have been hyped in the media me and my friends talk about them like X-Factor, Strictly Come Dancing, Big Brother and also, when events on SKY come on such as MTV Awards and other types of award shows.

EnterTainmeNt:
This applies to me because, by watching certain soaps it makes me forget about my problems because you try and sympathsis with the characters.

Uses and Gratification

Uses and gratification is when you have an active audience who chooses the texts it consumes and where individuals have different reasons for picking the certain type of media.

During the 1960s the audience were starting to consume and make individual choices about the media they watched. Blumer and Katz took this theory further of "actively passive mass, audiences were made up of individuals who actively consumed texts for different reasons and in different ways". The gave certain reasons why, which are as followed:

DiveRsion: Escape from everyday problems and routines

This applies to me because when I come home I watch certain TV programmes that make me laugh such as 'My Wife and Kids'.

PersOnaL relaTionSHips: Using the media for emotional and pther interaction e.g. substituting soap operas for family life

As the same as diversion

PerSonal IdenTitY:Constructing their own idenity from charcters in media texts, and learning bhaviour and values.

Im not even going to lie, I at times construct mysef to dress like Ciara especially with my shirt and tie outfit. But at times, i will see what some famous people wear and merge it into my style.

SurvEillAnCe: Information gathering, e.g. educational programmes, weather reports, financial news, holiday bargains

This applies to me because as a student of government and politics you have to watch the news, I am not a die hard fan of the news but do tune inoccasionally. I like watching some documentaries such as 'Bowling for Columbine' and the 9/11 one by Micheal Moore.

Dennis McQuail suggests a more detailed breakdown of audiences motivation:

Information:

• Finding out about relevant events and conditions
• seeking advice
• satisfying curiosity and general interest

This applies to me because I try and keep up to date with all the news issues and political debates. However, I don't do this on a regular basis but only at times.

Learning:

• Self education
• Confidence through gaining knowledge

This applies to me because viewing documentaries that appear on TV but, also you can leanr from books and texts books that I consume at times. The internet is also a good source of learning.

Personal identity:

• Finding reinforcement for personal values
• Finding models of behaviour
• identifying with 'celebrities'
• Gaining insight into onself

This applies to me because I listen to certain genre of music and by listening to it, I have an insight of latest fashions that are apparent in that genre. But, also I like to merge new styles with mine.

Integration and social interaction:

• Gaining insight into circumstances of others
• Identifying with others- a sense of belonging
• Finding a basis for converstaion and social interaction
• Having a substitute fpor real life companionship

This applies to me because when certain events such as reality TV shows or entertainment competitions that appear on SKY are at times discussed between me and my friends. Whereas, if there is a political issue or news event it is discussed at school by my teachers in a class discussion.

Entertainment:

• Escaping, or being diverted, from problems
• Relaxing
• Getting intrinsic cultural or aesthetic enjoyment
• Filling time
• Emotional release
• Sexual arousal.

This applies to me because when watching soaps I try and escape from my problems and focusing on theres.

Representation of Women....

Advert 1) Car advert " women drivers"
http://www.youtube.com/watch?v=7wAgX6EZVO8
This advert is about 2 builders who think women can't drive. However, a woman parks in a tight space by going through an obstacle. A very positive woman driver, breaking the stereotypes that women are not good drivers....

Advert 2) KFC advert "Professional women"
http://www.youtube.com/watch?v=hDDrakE01Jw
A group of women go and enjoy a salad at KFC, showing them to be professional in there clothes.

SumMarY of marXisM

(a picture of the bourgeoise)

Marxism is a political practice and social theory developed in the nineteenth century. The following points sum up the theory:

• Marx argued capitalism is based on the profit motive
• Believed that the capitalist was divided up into 2 societys
• The bourgeoisie and the working class

Althusser identifies the ideological state apparatuses ISAs which operate alongside the military and police, to maintain the bourgeois ideologies;

• religion
• education
• family
• legal and political system
• political systems
• cultural and communications system

He studied the certain ways ISA acts to position audiences and presume the ideologies in a correct manner.

ADDRND explains the "dumbing down" or " the culture industries". What we see in the media and the representations are hegemonic: reinforces dominant ideology

Why am I a Marxist: I am a marxist to an extent because I want to earn a good living and living in a world were money motivates you, i want to earn a lot to achieve the best.

SumMarY of pLuralisM

PlurAlisM

Pluralism is the audience buy/watch the product which reflects there own ideologies. Halloran calls 'the plural society', enabling a group of consumers to 'conform, accommodate or reject'. Pluralism is a opposite to Marxism and here are some factors to determine that:
Opposite beliefs to the Marxists and rejects mass culture
A wider audience can be selective to a variety of cultural options
Class distinctions are less important now in influencing the choices made by individuals
Freedom to make choices of what texts to consume based on personal preferences
Many different medias to ve explored.
Not one hegemonic message to be conveyed through all media texts.

The fourth estate is to keep the public informed about what is happening in each of the other three one of the three is the law.

Why am i a pluralist? I would consider myself to be kind of a pluralist because I watch whatever I want to. Being, a SKY consumer there is a variety of channels targeted at different people with different ideologies.

Channel 4 News launches blog

http://media.guardian.co.uk/newmedia/story/0,,1942681,00.html

Channel 4 news team are launching a blog, that will record their work offline but, also away from broadcast. This blog is able to track down certain views from the news teams, editorial but also, viewers are able to post postings. Jon Bernstein said: "It's a platform for insight and analysis from our guys as well as debate from our viewers and from the blogosphere," but also he included: "But it's also a window into the newsroom so that we can share our editorial and ethical dilemmas, and all the issues of putting a programme together."

The man behind the blog is Jon Snow, he introduced the blog so he could "look over his shoulder"as is news show was put together. From, Monday reports from Afganistan is going to be reported on the blog as well as the research.

My opinion: I feel that launching a blog is a new step towards technology, having research and the public able to access the informaion will firstly, gain a larger consumer base but, also the news will seem to be more truthful and evidence will be present. Which won't allow the viewer to question the realibility.

Yobs want an ASBO as a badge of honour

Some of the antisocial behaviour orders are taken up by teenagers, who claim they are“badge of honour” amongst people and the publications. Many youth workers and some judges and magistrates have serious reservations about ASBOs. These high professioned people believe there is an unfair trade towards anti social behaviour and are being oversued- this oversuing only requires a minum amount of envidence.

Around the nation, youth workers also say that ASBOs have had little positive impact on the behaviour of young people. Thebehaviour is treated as “minor transgressions”, which is quite violent but not a threat.However, residents plagued by yobbish behaviour welcome the “quick fix” that ASBOs provide, according to the study, by the Youth Justice Board, a quango. Its report is being published only hours after Tony Blair called for more involvement from communities in tackling nuisance behaviour by youngsters. Ministers have urged the public to demand action from the authorities to tackle antisocial behaviour.
Questions that have arised are whether ASBOs tackle the underlying cause of bad behaviour or are a “sticking-plaster”. Rod Morgan, chairman of the Youth Justice Board, said:

“The board is not against antisocial behaviour orders. They can — and do — work incredibly well.
“But for ASBOs to reduce the likelihood of future antisocial behaviour, they need to be used correctly. That means exhausting every preventive measure in the community first, and ensuring that youth offending teams are not excluded from issuing the orders.”

cERtain measurements that are taken u are things to do with the community, the ASBOs, which allow magistrates to impose conditions on people’s behaviour, were introduced in 1999, end of September last year 7,356 had been imposed. Breaching an order can lead to a jail term.

Overall, people are trying to reuce the amount of ASBOS and the causes of violence and aggression.!!!

Opinion: I feel ASBO tackling is a important factor in our society for living in southall and Greenford there are ASBOs that are scattered around. Tony Blair improving and sorting out a report will be influencial if he takes it up with his peers and actually start to take action.