CRes130 Reception Analysis

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



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THE AUDIENCE


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

Documents

CRes130 Reception Analysis