Audience: Effects theory

 

1) Write a definition of a passive audience: 

1a)Passive: This is the view that audiences passively take in information from the media and that these messages have the same effect on everyone.

2)Write a definition of an active audience: 

2a)Active: This is the more modern and generally accepted view that audiences interact with and make conscious choices regarding the media they consume.

3) Write a definition of the hypodermic needle theory: 

3a)This is the suggestion that audiences are always passive and therefore take the intended message from the producer as if it was injected into their minds. This assumes no individual difference in audience members. 

4) Write down a media product (e.g. TV show, newspaper or video game) for each category of Blumler and Katz's Uses and Gratifications theory and WHY it fits that particular audience use/gratification. The first one is done for you: 

4a)INFORMATION/SURVEILLANCE: Media text - The Times newspaper

 > Why: It tells audiences important information about politics, the world and more.

PERSONAL IDENTITY: Media text - Marvel Movies (E.g. Spider-man)
 > Why:  People see themselves in the characters, their struggles, and their value

DIVERSION/ENTERTAINMENT: Media text - Video Games (E.g. Minecraft)

 > Why: It's fun and helps people escape from stress by building and exploring a virtual world

RELATIONSHIPS: Media text - Friends TV shows
 > Why: People feel connected to the characters and enjoy talking about the show with others

5) Re-watch the clip from Blue Planet above and write a paragraph analysing how elements of the clip 

 offer the audience pleasures or gratifications (use media terminology from Uses and Gratificationd theory and the 3 Vs - notes outlined above). 

5a)The Blue Planet element of the clip offers the audience pleasures or gratifications:

Information/Surveillance: It teaches viewers about the ocean and the sea animals, helping them learn new facts and information they didn't know or knew

Diversion/Entertainment: The beautiful underwater scenes make people forget their problems and enjoy watching nature itself

Personal Identity: It makes people think about how they treat the environment and how they can help protect the planet

Relationships: Families or friends can watch it together and talk about the amazing animals and the world under the sea