Audience Effects Theory’

 


1) Write a definition of a passive audience: 

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: 

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: 

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 videogame) 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: 

INFORMATION/SURVEILLANCE: The Times newspaper
 > Why: It tells audiences important information about politics, the world and more.
PERSONAL IDENTITY: videogame .
 > Why: The emergence of online gaming has created the space for people to have a different identity away from real life through characters and in-game universes. 
DIVERSION/ENTERTAINMENT:  videogame .
 > Why: video games affect players' self-concept and self-esteem in a negative capacity
RELATIONSHIPS: newspaper 
 > Why: Analyses of the relationship between the news media and national identity often tend to focus on explicit, stereotypical representations of nationalism in news

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 Gratifications theory and the 3 Vs - notes outlined above). 




The clip features breath-taking footage of the ocean and its inhabitants, showcasing the beauty and diversity of marine life. The vibrant colours, graceful movements, and intricate details of the sea creatures create a feast for the eyes, providing aesthetic pleasure and a sense of wonder. Then clip tells a story of the ocean’s inhabitants and their interactions, creating a narrative that engages the audience and draws them into the world of the clip. The use of music and sound effects enhances the emotional impact of the story, making it more immersive and engaging


Extension question 2: Think about the hypodermic needle theory. Do you think most audiences believe everything they see in the media? Why? Explain your answer and try to argue both sides.

audiences do not believe everything they see in the media. In today’s digital age, audiences are increasingly aware of the potential biases and agendas present in media content. With access to a wide range of sources and perspectives, people are more likely to critically evaluate the information presented to them. Additionally, the rise of social media and citizen journalism has diversified the sources of news and information available to audiences, leading to increased skepticism and critical thinking.

While some individuals may be more susceptible to media influence than others, it is inaccurate to generalize and assume that most audiences believe everything they see in the media. People’s beliefs and attitudes are shaped by a complex interplay of factors including personal experiences, social interactions, education, and cultural background.
















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