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 important information about politics, the world and more.
PERSONAL IDENTITY: YouTube
 > Why:  There are videos in YouTube which the audience can relate to in their lives.
DIVERSION/ENTERTAINMENT:  Netflix
 > Why: It entertains the audience away from their normal lives as they watch movies for hours
RELATIONSHIPS: Episodes for a TV shows/movies
 > Why: As more episodes come out, the audience start to make certain relationship with certain long standing characters in the shows/movies.

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 elements of Blue Planet offers the audience pleasures or gratifications by communicating with the audience with commentary/narration and nice, settling and calm music in the background (Diversion/Entertainment). This helps the audience understand what the video is about and what is going on in the video and also makes it more entertaining to watch as there is high quality clips, good music and a calm and exquisite commentary in the background. (Diversion/Entertainment) Another way it offers the audience pleasures or gratification is by showing landscapes or creatures that are newly discovered and never seen before. This makes the audience more curious to keep watching as it is interesting to learn and discover more about newly discovered species and places (Information/surveillance).





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