MED4104 - Directed Study Week 7

This week we looked at the study of audiences and their readings of 'text', we discussed theorists such as Certeau, who stated that once audiences have seen and analysed images via television 'We are still left with the question of what the consumer constructs with these images' (De Certeau M, 1990: 52). In terms of reception theory, theorist Fiske rejected theoretical assumptions such as; capitalist societies producing illustory promotional products, text only having one meaning to all and people being cultural dopes at the mercy of capitalism. Fiske believed subordinate classes could resist against this. We also discussed theorist Stuart Hall, who insisted that there remains limits to interpretation, meaning cannot be simply 'private' and 'individual'. 

In relation to audiences I have developed a research question that allows me to explore the study of audiences. My question is 'How has the discussion of 50 shades of grey brought female audiences together?' I have chosen to use virtual ethnography to look at how females interact online by sharing their opinions of the film. My object of study will be blogs such as blogspot, blogger, etc. 
Looking at various blog posts, I found that the discussion of '50 shades of grey' the film, has caused a lot of controversy, a lot females had very different, strong views on the interpretation they received from watching the film. Many of the bloggers had read the books previous therefore were comparing the books to the film and discussing issues that have been raised in the media. Some key points I picked out from my findings: 


- Online blogging is a bigger platform for anyone and everyone to have their say on a particular discussion topic, having a blog gives everyone the chance to come across it while on the internet and the chance to give an opinion, even an anonymous opinion if they wish to do so. Women from all over the world were having their say about the film and how they perceived it.

- The internet is used so widely and globally that it gets around a lot faster than just being told about it by someone, being so publicly used, larger audiences are engaging with the discussion, women who were sharing the same or similar opinions were beginning to share a bond, finding similar interests and hobbies through the discussion.

- Audiences receive pleasure through voicing their opinion to such a huge audience and finding people who share their views gives them pleasure, the blogger was pleased with how much controversy the discussion caused and how many women were viewing the blog.

In relation to the set readings, Gillespie talks about soap gossip, the gossip that 'Bond female friendships', Gillespie also looks at how 'Pleasure is derived from exchanging views and opinions' and how it 'Brings the interest and concerns of the private sphere into the public domain' (Gillispie, 2003). From my findings I saw the women were receiving pleasure from having such a heated debate on a matter of opinions. A blog draws away from the private sphere i.e a conversation about the film from one woman to another, to a public domain for thousands of women to converse. In the Long and Wall textbook, it looks at how online audience activities create communities, meaning and identity. In answering my question, the discussion of '50 shades of grey' has brought female audiences together through the use of a public domain, allowing strangers to converse and find other interests in the process. 

References: 

Gillespie, Marie (2003) “Television, Ethnicity and Cultural Change” IN Will Brooker and Deborah Jermyn (eds.) The Audience Studies Reader. London: Routledge.

Long, P and Wall, T (2012) ‘Investigating audiences: what do people do with media’ IN Media Studies: Texts, Production, Context (2^nd Edition), London: Pearson. pp 300-337.

Trout, J (2015). "Get Over It!" How not to respond to critics of 50 shades of grey. Jenny Trout. Available at: Jennytrout homepage. <http://jennytrout.com/?p=8740> (Updated February 2015, Accessed 22nd March 2015).