Audience: Effects theory
Audience theory: key notes and terminology Passive & Active Passive: This is the view that audiences passively take in information from the media and that these messages have the same effect on everyone. Active: This is the more modern and generally accepted view that audiences interact with and make conscious choices regarding the media they consume. 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. Create a new blogpost called ‘Audience Effects Theory’ and complete the following tasks: 1) Write a definition of a passive audience: An audience which accepts the messages encoded in a media text without challenge . 2) Write a definition of an active audience: engages, interprets and responds to a media text in dif...