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7/31/2019 CRes130 Reception Analysis
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RECEPTION ANALYSIS
Whats on YOUR MIND?
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DEFINITIONMethod for analyzing
communication messages.
Takes into account both
MESSAGE + INTENDED AUDIENCE
FOCUS: Message
meaning from theindividual audiences
point of view.
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DEFINITION
RECEPTIONis a viewers:
- Decodings
- Readings
- Interpretations
- Perceptions- Comprehension
- Meaning Productions
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ORIGIN
Communication Research Tradition:
Media as a powerful orderAudiences as passive
Effect:
Mean World Syndrome- Impose FEAR
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ORIGIN
Criticism:
Media Content + Audience
Interpretations = NOTequivocal nordirect
Bothaudienceof media contentandcontent should be recognized.
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THE AUDIENCE
Psychological factors + Social factors + Cultural factors
Source, Message, Channel, Receiverfactors(COMMUNICATION PROCESS)
Communication Effects
EFFECTS RESEARCH TRADITION
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THE AUDIENCE
Every living being has a..
PERSONALITYVarying motivations
Intellectual capabilities
Learning potentials
Attentiveness
Perception
EFFECTS RESEARCH TRADITION
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THE AUDIENCE
EFFECTS RESEARCH TRADITION
COGNITION.
AFFECTION.MOTIVATION.
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FIELD RESEARCH
Uses MULTI-
METHODOLOGICALapproaches
Concers INTERPLAY ofMESSAGE, MEDIUM and
AUDIENCE.
METHODS
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METHODS
INTENSIVE INTERVIEWS:
- Interactive
- Staple data-gathering method
- Grasping of audience membersPOV
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METHODS
PARTICIPANT OBSERVATION:
- Enables deeper understanding
- Validation of interview responses
- Hard not to get involved inparticipants life
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METHODS
TEXTUAL ANALYSIS:
- Ranges from structural (patterns
of words, themes, etc in a text) tocontextual (meaning of terms insocial and cultural milieu)
- content analysis, discourseanalysis, rhetorical criticism,semiotics, narrative analysis
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METHODS
DISCOURSE ANALYSIS:
- Naturally occurring text: conversations,
letters, formal meetings (minutes),memos, speeches, news articles.
magazine article, movies, etc;
Language use in social context
- Complex interaction of both the
authors text and the receptors intent
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A qualitative study which aimed to find out how
audiences identify their role model of goodcommunication with Kris Aquino as the case study
The Study
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Thesis written by Ivy Cay, a BA Broadcast
Communication student, in 2010
Advised by Professor Victor Avecilla
The Study
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Reception Analysis?
Audience-oriented
How audiences perceive Kris Aquino as a model of
good communication
Field research- In-depth focus interview
The Study
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Unit of Analysis and Sampling Purposeful sampling
- Should be watching or should have watched programs ofKris Aquino (aware of the familial background of Aquino aswell as the controversies linked to her)
- Should either be a professional with a job that demandsgood communication skills or a mass communication
student from either UPD, ADMU, DLSU, or UST (moreconscious of the significance of good communication ascompared to other audiences)
Snowball sampling/technique
A total of 21 respondents: 12 mass communicationstudents, 9 professionals and experts from the field ofspeech and media culture
The Study
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Unit of Analysis and Sampling
Desire variety of perspective
Research method employed (focus interview)
Geographic and time coverage
Resources available
The Study
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Research Instruments and Data
Gathering Procedure
Interview guide1. Aquino as an icon
2. Aquino as a communicator
3. Aquino as a model of good communication
4. Influence of Aquino to the audience
Personal interview (tape or digital audio recorder)
- Availability
- Convenience
Email interview
Semi-structured format (friendly atmosphere)
The Study
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Data Analysis Procedure
Interview transcription
Cross-case analysis (comparing and categorizing)
Inductive approach
The Study
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Results and Discussion
Outspokenness and manner of speaking as factors of
popularity = effective communicator
Not an ideal model of good communication
- Lacks substance
- Manner of speaking does not set a good example to the public
- Huge responsibility as an agent of socialization
- Ethical transmission of messages
Respondents unconsciously went through a modeling process,
resulting to the imitation of the communication style ofAquino (Cultivation Theory and Modeling Theory)
The Study
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The study is very interesting
The topic is appropriate for reception analysis
The theories used were appropriate
(AUDIENCE-BASED)
Our Opinions
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According to the researcher, she focused on
analyzing the richness of the responses inorder to draw out certain ideas and
generalizations about the phenomenon.
While reception analysis does focus on the
richness of responses of the receivers, it cant
be used to generalize a population.
Our Opinions
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The use of the word phenomenon to
describe Kris Aquinos status as a model for
good communication is misleading. It impliesthat the researcher has more interest in Kris
Aquinos being a good communicator in
general than in the audiences opinion or
reception of her
Our Opinions
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This can also be seen in the way her interview
guide was constructed. She divided the
questions into the following categories: 1. Aquino as an Icon
2. Aquino as a communicator
3. Aquino as a model of good communication
4. Influence of Aquino to the audience
the other questions seem to lead up to
how Kris Aquinos manner of hosting affects
the audience. The categories limited the data
that she could have possibly gotten.
Our Opinions
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The researchers criteria for sampling is limited
While it was interesting to note that these
professionals who criticized Aquinos manner of
speaking actually modeled their speech after her,
it would also have been interesting to see if
regular folks who actually find her a good
speaker exhibit the same behavior and think thesame way. After all, it is assumed that Kris
Aquinos target is the masses so it probably
would have been good to see their take.
Our Opinions
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Reference
Pernia, E. (2004). Communication Research in the Philippines:Issues and Methods. Quezon City: University of thePhilippines PressChapter 4
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