Reception theory is a version of reader response literary theory that emphasizes the reader's reception of a literary text. It is more generally called audience reception in the analysis of communications models.
critical site of social action and intervention, where power relations are both established and potentially unsettled.
By the word reading, we mean not only the capacity to identify, and decode a certain number of signs, but also the subjective capacity to put them into a creative relation between themselves and with other signs: a capacity which is, by itself, the condition for a complete awareness of one's total environment
Jean-François Lyotard: postmodern" as an 'incredulity towards meta-narratives'.[10] These meta-narratives - sometimes 'grand narratives' - are grand, large-scale theories and philosophies of the world, such as the progress of history, the knowability of everything by science, and the possibility of absolute freedom.
Argumentation theory: field" designates discourses within which arguments and factual claims are grounded.[9] For Willard, the term "field" is interchangeable with "community," "audience," or "readership."[10] Along similar lines, G. Thomas Goodnight has studied "spheres" of argument and sparked a large literature created by younger scholars responding to or using his ideas.[11] The general tenor of these field theories is that the premises of arguments take their meaning from social communities.[12]
public sphere : a discursive space in which individuals and groups congregate to discuss matters of mutual interest and, where possible, to reach a common judgment."
Through the vehicle of public opinion it put the state in touch with the needs of society."
The public sphere 'is also distinct from the official economy; it is not an arena of market relations but rather one of discursive relations, a theater for debating and deliberating rather than for buying and selling."[7] These distinctions between "state apparatuses, economic markets, and democratic associations...are essential to democratic theory.
Democratic governance rests on the capacity of and opportunity for citizens to engage in enlightened debate.
The bourgeois public sphere may be conceived above all as the sphere of private people come together as a public; they soon claimed the public sphere regulated from above against the public authorities themselves, to engage them in a debate over the general rules governing relations in the basically privatized but publicly relevant sphere of commodity exchange and social labor.[13]
a kind of social intercourse that, far from presupposing the equality of status, disregarded status altogether.
Specifically, media richness theory states that the more ambiguous and uncertain a task is, the richer the format of media that suits it. Based on contingency theory and information processing theory, it explains that richer, more personal communication means are generally more effective for communication of equivocal issues than leaner, less rich media.
Medium theory is the name assigned to a variety of approaches used to examine how the means of expression of human communication impact the meaning(s) of human communication(s).
the medium is the message
McLuhan even argued that print media helped create a sensory environment that produced Western capitalist societies - an environment that was bureaucratic and organized around mass production, an ideology of individualism, and a commitment to the nation-state as the fundamental social unit.
The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design,[1] and collaboration on the World Wide Web. A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications, mashups and folksonomies.
The Web will be understood not as screenfuls of text and graphics but as a transport mechanism, the either through which interactivity happens.
The 'Multistep Flow Model says that most people form their opinions based on opinion leaders that influence the media. Opinion leaders are those initially exposed to a specific media content, interpret based on their own opinion and then begin to infiltrate these opinions through the general public who then become "opinion followers"
“The audience is conceived as active.”
''The issue to be considered here is whether what has been thought about Uses and Gratifications Theory has been an article of faith and if it could now be converted into an empirical question such as: How to measure an active audience?"
Gratification Received from Use of Facebook Groups
- Socializing: Students interested in talking and meeting with others to achieve a sense of community and peer support on the particular topic of the group
- Entertainment: Students engaged with the groups to amuse themselves
- Self-Seeking: Students maintain and seek out their personal status, as well as those of their friends, through the online group participation
- Information: Students used the group to receive information about related events going on and off campus
Contagion theory: according to Tarde's sociology, leaders exerted a fundamental influence in the organization of spontaneous crowds into "corporations" (the Church, the State, the Army, the University, the Party, etc). Thus, Tarde or also William McDougall would distinguish spontaneous crowds and organized and institutionalized crowds.
Emergent norm theory : - : pits a virtuous and homogeneous people against a set of elites and dangerous ‘others’ who are together depicted as depriving (or attempting to deprive) the sovereign people of their rights, values, prosperity, identity, and voice".
Denis McQuail believes the relations between media and society both have political and social-cultural aspects. Vital to the political aspect is the question of freedom and control.
The television and radio uses political purposes of the newspaper and provides information based on a general public interest. As the television industry increases, market controls replaces political power
Decision-making, then, plays a major role in crowd behavior, although casual observers of a crowd may not realize it. Crowd behavior reflects the desires of participants, but it is also guided by norms that emerge as the situation unfolds. Emergent-norm theory points out that people in a crowd take on different roles. Some step forward as leaders; others become lieutenants, rank-and-file followers, inactive bystanders or even opponents. Each Member in the crowd plays a significant role.
Populism : political ideas and activities that are intended to represent ordinary people's needs and wishes.
Denis McQuail believes the relations between media and society both have political and social-cultural aspects. Vital to the political aspect is the question of freedom and control.
The television and radio uses political purposes of the newspaper and provides information based on a general public interest. As the television industry increases, market controls replaces political power.
Value judgments about the cultural significance of mass communication should be suspended while audience orientations are explored on their own terms.
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