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 different ways and is capable of challenging the ideas encoded in it.


3) Write a definition of the hypodermic needle theory: 

A linear communication theory which suggests that the media has a direct and powerful influence on audiences, like being injected with a hypodermic needle.



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 and Education – the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries.
  • Entertainment – Viewers watch programmes for enjoyment.

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