Blumler and katz

Blumler and Katz

Theorist suggest that people use media for many different thing and there're 5 different reasons why;

• For entertainment 
• To escape real life 
• To involve themselves in social interactment  with others 
• In order to identify with characters and situations
• To escape from their daily troubles

Blumler and Katz is also reffered to as Gratification Theory, This thoery concentrates more on the audience rather than the actual message and theme of text itself. Blumler and Katz stats that there are two different interctions with the text , Passive and Active. Blumler and Katz says that the audience take up an active role in interpretating and integrading media into our own lives.

 Blumler and Katz says that we use media for our own specific need and  we decode it in our head to make in relavent to our own life.

Examples 

Escaping Reality 

Entertainment 

    

Social Interaction 

Reception Theory

Reception theory is how the audience decodes or interprets a media product or text. The viewers don't passively accept a media text the way other theories may suggest, instead they interpret the text themselves based on life experiences in their life, they might also decode that text differently to someone with a different cultural background. The text doesn't create meaning but the relationship between the audience and the text make an effect. Without the audience there would be no meaning. 

I used Madonna- What It Feels Like For A Girl 

This music video can be interpreted in many different way. Females who have listened to or seen the music video may decode this text as empowering as look at this as an example of modern feminism, showing women not just as sex objects and as people who have power and can hold their own again men,  On the other hand men might see this music video as offensive and an example of misandry.