Audience Effects Theory
1) Write a definition of a passive audience: A passive audience are audience who just accept the messages encoded in a media text without challenge. 2) Write a definition of an active audience: An active audience are audience who engages, interprets and responds to a media text in different ways and is capable of challenging the ideas encoded in it. 3) Write a definition of the hypodermic needle theory : The Hypodermic Needle Theory is a linear communication theory which suggests that media messages are injected directly into the brains of a passive audience . 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: Media text - The Times newspaper > Why: It tells audiences i...
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