Theory Study

Reception Theory/Uses and Gratification Theory

Case Study APPLE


Apple is the biggest selling set of devices world wide. They vary from from phones, tablets, computers etc. As for iOS, Apple said it has sold over 800 million iOS devices — 100 million iPod touches, 200 million iPads, and over 500 million iPhones. That's up from 700 million iOS devices shipped at the end of September 2013. These stats were summarized in June 2014. Till then this company has grown and expanded globally.

Uses and Gratification Theory:

This theory suggests that audiences choose their own reasons to consume a media product. These are the most likely reasons an audience would to buy Apple devices: 

Entertainment:

From apple devices you are welcome to explore many different types of entertainment. This can vary from games to films to even book reading. There are many more types of entertainment that comes from apple devices. 

Forming Friendships:

Within communities people with apple devices has specials features to help them communicate in special ways. This allows friendships to be formed by people relating and comparing things that they do on their apple device. Also friends that know they have they have the same taste and luxaries tend be have more to relate to. They feel more supior to other friendships as they feel more connected to one another.

Reception Theory:

This is the idea that audiences are active rather than passive and form their own opinion on a media product. The 3 readings are:

Preferred Reading: This is where the audience interprets the media just as the producer intends. The preferred reading of Apple devices is that everyone can own and sync their selves into a gadget that can reflect them as a person and their characteristics.

Negotiated Reading: Where the audience accepts some of the message yet disagrees with other parts. the negotiated reading of Apple may be that people will suspect that all devices are complicated and expensive but with be intrigued to see what they contend off.

Oppositional Reading: Where the audience rejects the message and can be actively against the message. This often happens when the audience feels misrepresented or that the message could have a negative impact. For Apple this could be getting to attrced to the device weather this could be always wanting to be the Apple Phone or Ipad.