Audience Effects Theory

 

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: 
An audience that is involved in creating meaning of the product and so does not necessarily absorb the dominant messages being promoted by media products.
3) Write a definition of the hypodermic needle theory: 
A concept in mass communication that suggests media messages are powerful tools that can directly influence and manipulate audiences.
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: Harry potter
 > Why: His aunt and uncle treated harry potter like he was an outsider while they treated their own son well

DIVERSION/ENTERTAINMENT: Spider man
 > Why: people wish to shoot out webs like spider man but cant do it 

RELATIONSHIPS:Advengers endgame
 > Why: WHen sipder man turnded into dust he was holding on to iron man sensing something bad i happening to his body

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 Blue Planet clip gives the audience several pleasures and relief through its underwater footage and dramatic music. It offers information/surveillance, because viewers would learn new types of information about the sea life and the sea. The clip is also showing escapism, letting the audience feel as if they are exploring the ocean. Using the 3 Vs, the video is vicarious, as we get to experience the ocean from the divers point of view, voyeuristic, because we see underwater movements that people dont normally witness. And visceral as the close up shot shows scenes that will create strong emotion and would make the viewers feel tense.

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